Spies, speed, and sex – the James Bond film franchise has always contained the elements needed to create blockbuster entertainment. But more than just being money-spinners, the films have created an iconic character in popular culture, one of a suave, seductive British spy who has been both emulated and parodied the world over. However, for the first time since the release of the first Bond film, Dr. No in 1962, the film series’ creative direction is set to change hands. E-commerce giant Amazon will take over creative control from the Broccoli family, which has held production rights and acted as caretakers of 007’s legacy since the films’ inception. A deal announced on Thursday (February 20) is expected to be closed later this year. Among the world’s best-known film franchises, here is how James Bond achieved its famed status and how this deal may impact it going forward. How James Bond reached film screens The films are based on English writer Ian Fleming’s series of spy novels, written in the post-World War II era and informed by his time working in the British Naval Intelligence. The character became an instant hit and soon attracted interest from film producers. Fleming’s debut novel Casino Royale was released in 1952 and within a decade, producers Albert R “Cubby” Broccoli and Harry Saltzman brought Bond to the big screen with Dr. No. This was when the world first heard the legendary line, “Bond, James Bond”, from actor Sean Connery who first played the British spy with the “license to kill”. Everything about the films lent itself to creating unique and lasting visuals. From the slick Aston Martin cars to ingeniously designed weapons, such as a mini-rocket disguised as a cigarette, the franchise served up the ultimate spy fantasy. Even the Bond villains have achieved cult status in their own right, whether it is the deadly but drop-dead gorgeous Elektra King from The World Is Not Enough (1999) or the metal-toothed-henchman Jaws, who appeared in The Spy Who Loved Me (1997) and Moonraker (1979). Indian actor Kabir Bedi famously played the role of Gobinda in Octopussy (1983). From its inception to the latest Bond film No Time to Die (2021), the 27 films in the franchise have together grossed over $7.6 billion at the box office. All were produced by the British film company EON Productions, which Broccoli and Saltzman formed. Today, Broccoli’s daughter Barbara and her half-brother Michael G Wilson own EON. For years, the Broccoli family had steadfast creative control over the franchise – until now. The battle for Bond In December 2024, a report by The Wall Street Journal revealed a “stalemate” between Amazon and Barbara Broccoli over the future of the Bond franchise. Back in 2022, Amazon gained the films' distribution rights after acquiring Hollywood film and TV studio Metro-Goldwyn-Mayer (MGM) for $8.5 billion. MGM had a 50-50 partnership with EON Productions for Bond titles. Amazon aimed to build upon its Prime streaming service, with the Bond films being the marquee offering from MGM. Broccoli was reportedly involved in the deal-making, securing a commitment from Amazon to release Bond films in theatres instead of just its streaming platforms. She also underlined that she would have the final say in all creative matters. This meant that without Broccoli’s nod, Amazon could not go ahead with a new movie by itself. She reportedly did not trust the “algorithm-centric Amazon” with a character she considered a “family heirloom”. While presenting an honourary award to Broccoli and Wilson last year, Bond star Daniel Craig acknowledged their contributions, saying, “Over the years many people and organisations have tried to put their own footprint on Bond. Barbara and Michael, I can’t tell you how much I admire your integrity in holding on to your singular vision as you brought Bond into the 21st century with the passionate and protective determination to honour the heart of this franchise.” On Thursday, Broccoli and Wilson announced they were stepping back from their roles, allowing Amazon MGM Studios to take over the reins. What comes next It’s not exactly the end of the road for Broccoli and Wilson. They have agreed to form a new joint venture with Amazon MGM Studios to house the intellectual property rights over James Bond and will remain its co-owners. However, “Amazon MGM Studios will gain creative control of the James Bond franchise following closing of the transaction,” Amazon said in a statement. With creative control, Amazon also has the freedom to expand the franchise. They previously did so with a spin-off TV series called 007: Road to a Million (2023). The reality show involved nine teams competing for a cash prize by solving Bond-inspired challenges, but it failed to gain much traction. Its host Brian Cox later cheekily remarked that he signed onto the project thinking it was a new Bond film. Some have voiced apprehensions about what the franchise might become under a giant commercial enterprise such as Amazon. Joe Russo, co-director of four Marvel Cinematic Universe films, including Avengers: Endgame, said in a post on X: “DON’T cinematic universe James Bond. It is one of our last, great theatrical events. Don’t dilute that with a plethora of streaming spin-offs.” Notably, the standoff also slowed work on the next Bond film. With the deal, the deck is cleared for its development, with a new actor likely to take over the titular role and Amazon having control over the casting decision.
