The battle to save James Bond from becoming slop

Casting is finally underway for a new James Bond. But why has it taken five years to even begin the search?

Since Daniel Craig retired as Bond in 2021, there have been reports of a behind-the-scenes David and Goliath battle between the family business which has held creative control of the franchise since the 1960s and its new owners, Amazon. It is now up to Jeff Bezos’s tech giant to decide who will play 007 – and how to run the series.

In an era when Hollywood studios are desperate to eek out every last dollar from movie franchises, can James Bond retain its mystique and appeal to a new generation of cinema goers?

We speak to Wall Street Journal enterprise reporter Erich Schwartzel.

Producers: Lucy Pawle and Xandra Ellin

Video producer: Richard Kenny

Mixed by: Travis Evans

Executive producer: James Shield

Senior news editor: China Collins

Photo: Daniel Craig at the world premiere of the Bond film, No Time to Die, London, September 28, 2021 Credit: Neil Hall/European Pressphoto Agency