James Bond Always Saves the World. Will Jeff Bezos Save Bond?
BU film and TV professor on Amazon taking creative control of iconic film franchise
Six decades of Bond actors, in wax at Madame Tussauds Hollywood: Roger Moore (from left), Timothy Dalton, Daniel Craig, Sean Connery, George Lazenby, and Pierce Brosnan. Photo by Sthanlee B. Mirador/Sipa via AP Images
James Bond Always Saves the World. Will Jeff Bezos Save Bond?
BU film and TV professor on Amazon taking creative control of iconic film franchise
Bezos. Jeff Bezos.
That the Amazon founder and board chair could make himself the new James Bond may not be much more far-fetched than 007’s adventures. Shortly before Bezos asserted control over the opinion pages of the Washington Post, which he owns, Amazon took creative control of the 63-year-old Bond film franchise.
Barbara Broccoli, daughter of one of the films’ founding producers, and her brother, Michael G. Wilson, ceded control to Amazon, which has held a major stake in the franchise since buying MGM in 2021. While the British siblings still co-own Bond, Amazon will determine the timing of new films, any film/TV spinoffs, and the next actor to play the superspy.
That last one is key, as Daniel Craig hung up his shoulder holster after his fifth turn as Bond in 2021’s No Time to Die. In both announcing the new creative deal and referring to that to-be-determined casting decision, on February 20 Bezos posted on X, “Who’d you pick as the next Bond?”
According to the New York Times, Broccoli and Wilson also have granted Amazon “final say over every line of dialogue, every casting decision, every stunt sequence, every marketing tie-in, as well as every TV ad, poster and billboard.”
Relations between the franchise’s founding family and Amazon had been as tense as Bond’s with archenemy Blofeld. The partners were at loggerheads on the particulars for the next film, stalling one of cinema’s historic sagas: 25 movies spanning the Kennedy to Biden administrations and making more than $6 billion after inflation in the United States alone. Its tentacles reach into other areas of commerce: Bond’s signature Aston Martin and Omega watch weren’t just on-screen accessories, but marketing deals as well. Among other ventures, Amazon Prime streams a reality series based on 007’s adventures.
“As a lifelong Bond enthusiast, I find myself both thrilled and apprehensive about the franchise’s future,” says Craig Shepherd, a professor and chair of film and television at Boston University’s College of Communication. “In a content landscape dominated by algorithms and metrics, Bond stands as a rare bastion of cinematic tradition, a franchise that has stubbornly maintained its unique identity. This acquisition inevitably signals a shift, raising questions about the direction of future storylines and the nature of Bond’s adversaries.
“It’s a rare opportunity to inherit a global franchise with such untapped potential, both commercially and in terms of consumer products. My hope is that Amazon will honor Bond’s legacy, preserving the essence that has made him an enduring icon. Let’s hope that the franchise remains, as always, ‘shaken, not stirred.’”
BU Today asked Shepherd for his scholarly and aficionado’s assessment of the deal.
Q&A
with Craig Shepherd
BU Today: Is Amazon’s assuming creative control of the franchise a good thing?
Shepherd: I guess it depends on who you ask—new owners Amazon MGM Studios, previous stewards Michael G. Wilson and Barbara Broccoli, or the fans. While Amazon gains complete creative control over a highly lucrative intellectual property, as with everything in life, the long-term impact remains uncertain.
From Amazon’s perspective, this strategic acquisition secures a significant revenue stream, given the Bond films’ proven track record since 1962. However, the transition is undoubtedly bittersweet for Wilson and Broccoli, who have stewarded the franchise for six decades. Though remaining co-owners, their direct control has diminished.
Ultimately, the true measure of this acquisition will be determined by the quality and reception of future Bond films produced under Amazon’s leadership. Only then can a definitive judgment be made regarding the wisdom of this change.
BU Today: What might it mean for the films’ quality, from casting to production to scripts?
Shepherd: This remains to be seen. While Wilson and Broccoli maintained tight control, prioritizing a stand-alone, high-quality cinematic experience, Amazon’s desire to expand the franchise into a Marvel- or Star Wars–style universe raises concerns about potential dilution of the brand’s established quality. The acquisition signals a potential shift in the creative direction and overall quality of future films.
This change in ownership could open doors for casting choices previously unavailable. Under the Broccolis’ stewardship, filmmakers who sought complete creative control were unable to contribute their vision. Free of those strict constraints, there could be a wider range of casting possibilities, potentially leading to more diverse and innovative choices.
The shift could also lead to a more expansive production scale, potentially incorporating spin-off series or films focusing on Bond villains and women. This expansion, while offering new narrative possibilities, risks deviating from the franchise’s traditional focus on high-quality, stand-alone films, potentially impacting the productions’ overall consistency and quality.
The potential for a larger, interconnected universe might influence the scripts, moving away from self-contained narratives to those that fit within a broader storyline. While this could introduce fresh perspectives, it also risks sacrificing the nuanced character development and sophisticated plots that have long defined the Bond franchise. Amazon needs to find the delicate balance between innovation and maintaining the franchise’s core identity.
BU Today: Barbara Broccoli reportedly was reluctant to move Bond beyond films into technology like streaming. With a streaming service now in control, is there an upside to expanding the franchise into that and other tech platforms?
Expanding the Bond franchise into a streaming platform presents a significant financial and visibility upside. A dual-release strategy, combining theatrical releases with a second window on streaming, allows for maximum audience reach and revenue generation. Furthermore, the potential to develop spin-off series or features focusing on Bond villains and women offers substantial opportunities for content diversification and increased viewership.
Amazon’s e-commerce platform also provides a unique synergy for monetizing the franchise through merchandise, creating a comprehensive brand experience.
BU Today: Who is your favorite 007 actor, and any thoughts on who should replace Daniel Craig?
That’s like asking a New Yorker, Who makes the best pizza? (I am from New York.) I personally like Sean Connery and Daniel Craig. When Craig was first named, I think many fans of Bond couldn’t see him in the role. Box office success aside, he delivered on the character by making it his own. Anyone who steps into the role must not only fill huge shoes, but also create James Bond in their own image. Finding that balance is tricky, and audiences are fickle. I think Theo James has the right mix of sardonic humor, elegance, and ruggedness. I could easily see him in that role.
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