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Steven Blume, who runs Content Partners, which acquires films, TV shows and their royalties, says Eon Productions, which makes the Bond movies, needs to follow Amazon's advice to keep up with competition that continues to churn out content. The family behind the Bond franchise could face a showdown with Amazon They have unbelievable brand partnerships that are able to support the franchise around the world.'īond's new co-owner, Amazon, has said it plans to reimagine and develop the studio's intellectual property with reboots and spinoffs, which is what Marvel has done with shows such as WandaVision on Disney+, which is also home to the Star Wars series, the The Mandalorian. 'They have created such a wide breadth of characters of every color, every sexuality,' Jones says. But, she points out, Marvel has expanded that narrow demographic exponentially. When she first worked with the producers of X-Men, she says, they were only interested in brands that appealed to males. Jones, of Hollywood Branded, points to the evolution of comic book franchises.

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Kennedy was president - analysts say the producers need to think about how to expand the audience. With the Bond movies now pushing 60 - Dr. In addition, the Bond franchise is a global one, and what offends some Americans plays better in some other cultures.Ī theater in suburban London welcomes back the world's most famous secret agent after a six-year hiatus. It's worth remembering the response to Bond is always going to be a bit more positive in Britain than it might be in America, because many Britons see 007 as a national hero. 'It was great to see female characters with more agency,' Biggs continued, and 'see women kind of being an important part of the plot.' Diverse characters are key to Bond's continued appeal Biggs remembers how in so many past films Bond girls were just clothes horses who went to bed with 007 and then either disappeared from the film or were killed off. 'I thought they were so great,' said Eleanor Biggs, 25, who spent her childhood here in England trying to avoid going to Bond movies with her father and brother. Bond works with two female spies, one Cuban, the other a Black Briton, who are strong, three-dimensional characters, very convincing in action scenes, and they bring a lot of humor to their roles. The new film has a strong love story, one of the themes is family, and 007 is monogamous. The character became so outdated, the screenwriters addressed it in 1995's Goldeneye, where Bond's boss, M, tells him: 'I think you're a sexist, misogynist dinosaur, a relic of the Cold War.'īut No Time to Die shows how far the franchise has gone to shed that part of the character. Movies Daniel Craig is the bookend Bond, giving 007's story a beginning - and an end 'Man talk,' he says, before slapping her on the butt. Consider the poolside scene in 1964's Goldfinger when Bond, played by Sean Connery, shoos away a young woman so he can speak with CIA agent Felix Leiter.

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' So, I'll go watch it, might as well, free ticket and I want some popcorn.'īond also faces pushback from some younger audiences given the way he's treated women in the past. She says she will see the movie, but only because her parents are paying. Butcher was finishing lunch in Leicester Square, a London entertainment hub, where No Time to Die was playing in three separate theaters. 'I think it's getting a little bit done now,' says a reluctant Annie Butcher, 22, referring to the Bond franchise. A 'Cold War relic' continues to evolve to win new audiences As a pastime, Bond has traditionally been passed down by fathers to sons and daughters, but that link has frayed. Since then, a lot has happened, including the pandemic, which delayed the film's release by about 18 months, and the growth and spread of the #MeToo movement and Black Lives Matter.īut that hinges on Bond remaining relevant and building new, younger audiences.

That is six years since the last Bond movie, Spectre, hit the theaters. No Time to Die, the 25th film in the series, opened nationwide on Friday. Nomi could be addressing the Bond franchise itself. 'The world's moved on, Commander Bond,' says the agent, Nomi, played by Lashana Lynch, who also starred in Captain Marvel.

Instead, she removes her wig, and Bond, who's been retired from MI6 for five years, realizes she's a British agent. LONDON - There's a scene in the new James Bond film, No Time to Die, in which 007 takes a young woman back to his bungalow in Jamaica, thinking that - as in the past - he will effortlessly seduce her. this weekend, the film had taken in more than $120 million in 54 foreign markets. Advertisements in a theater in London's Leicester Square show Daniel Craig as James Bond in No Time to Die.