The world’s most famous spy faces his biggest threat yet as Amazon plots to turn James Bond into a Marvel-style franchise.
The British secret agent, James Bond, could soon find himself battling the corporate forces of Amazon, which has acquired rights to the franchise and plans to turn it into a sprawling cinematic universe complete with streaming tv spin-offs.
In 2021, Amazon purchased MGM Studios for $8.45 billion, securing rights to the James Bond films. Now, reports suggest the tech giant intends to transform the iconic spy series into a Marvel-style franchise, complete with spin-offs for characters like Moneypenny and Q.
This vision has sparked outrage among Bond traditionalists. Barbara Broccoli, co-producer of the Bond films, previously stated, “We make films for the cinema. That’s where Bond belongs.” However, insiders suggest Amazon is pushing for a broader digital strategy.
Amazon’s plans include creating a Bond cinematic 'universe' akin to Marvel Studios’ that has generated numerous tv spin-offs as well as the blockbuster features. Plans for several standalone series featuring Bond's supporting characters such as Moneypenny, Q, and Felix Leiter are reportedly underway. The timing is significant: with Daniel Craig’s tenure as Bond concluding in 2021’s No Time to Die, the franchise is seen as being ripe for another reboot, Whilst Amazon has not released an official statement, rumours suggest that the new Bond will be more 'woke' than Craig's incarnation, with the secret agent getting more in-touch with his feelings. "we're going to see a softer and thoughtful Bond who is not afraid to show his feelings" said Broccoli recently.
Critics have not held back. Bond author and historian Simon Winder described the move as “an insult to Ian Fleming’s legacy,” adding, “Bond was never meant to be an assembly line of spin-offs.”
Social media has also erupted. One Twitter user lamented, “Bond isn’t Marvel. Stop trying to make it Marvel.” Another wrote,
“Jeff Bezos is the real-life Bond villain we never asked for.”
In 2022, Marvel Studios reported a global box office haul exceeding $28 billion from its cinematic universe, with merchandising adding billions more. In comparison, the Bond franchise, spanning six decades, has grossed $7.8 billion globally. Amazon’s acquisition and planned expansion could potentially triple the franchise’s value if it succeeds but Bond fans are not convinced.
For many fans, Bond’s potential Marvelisation feels like a betrayal of the character’s essence. Amazon don't really get the character and appear to want to turn Bond into something else entirely. There has even been talk of a black female Bond to 'revitalise' the brand in a move almost guaranteed to destroy it.
The future is uncertain, but one thing is clear: the stakes for James Bond’s legacy have never been higher. If Amazon’s plans succeed, it could redefine the spy genre forever. But if it fails, it risks turning one of Britain’s most treasured cultural exports into just another cog in the streaming machine.
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