No star, no story, no script, no director, only rumours of discontent. Last year, the Wall Street Journal reported that producer and Bond steward Barbara Broccoli believed that Amazon, with whom she has had to work since it acquired MGM, who make Bond, in 2022, is run by “f***ing idiots” and is preoccupied with “content” rather than film-making.
The news at least means something is happening. Regime change means people may start to make some decisions about the direction of the franchise and end these years of stagnation and disagreement and impatience, and bookies placing odds on every good-looking British actor under the age of 50. New personnel, money and ideas present endless opportunities for the future of Bond. The problem is that based on its streaming service, Prime Video, a new Amazon era is very hard to be excited by.
Barbara Broccoli and producer Michael G Wilson (Photo: Tolga Akmen/AFP)Which at first seems like the perfect home for Bond, for many the most important action man of all. But after this long a wait, and with so much anticipation, a new Bond needs to be more imaginative and more ambitious than ever. I’m not convinced that Amazon – lacking the prestige of the curated, big-budget Apple TV+, the variety, reliability and audience insight of Netflix, or the track record of NOW and HBO – will deliver that.
The streaming landscape has changed since – now, many companies have forsaken quality for quantity, prioritising eyeballs over awards. There are exceptions, but Prime Video now focuses on remakes (Mr and Mrs Smith), spin-offs (The Rings of Power, its most expensive show), mindless movies (You’re Cordially Invited, Anyone But You), and identikit thriller novel adaptations. It has become the place of bingeable safe bets, not bold gambles.
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Read MoreMeanwhile the changes they might make, now they have the freedom to, could be catastrophic. Will they cast an American Bond (heresy)? Will future films be on streaming before cinema (destroying box office takings worldwide)? Will the brand now be diluted, a la Star Wars after its acquisition by Disney, and like Marvel, spawn endless spin-offs and extended universes? There are decades of Bond lore and characters ripe for exploitation – which will be the first to get an origin story?
That does not align with streamers trying to please as many customers as possible from as many countries as possible while also protecting one American billionaire’s political and business interests – and could leave Bond a bland, inoffensive shadow of his former self.
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