The Future of James Bond

Author

Bruce Hamilton
May 26, 2025

James Bond is entering a new era and this time, Amazon is in the driver’s seat. With MGM now fully acquired, Amazon holds creative control over one of the most iconic franchises in film history. But with no actor cast, no script finalized, and culture evolving fast, 007 is facing a full-on reset. This week, we’re breaking down what’s next for Bond, what Amazon might do with the IP, and why the future of this franchise is bigger than just who wears the tux next.

This week in pop culture & business

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OpenAI has acquired LoveFrom, the design firm led by legendary former Apple designer Jony Ive, in a $6.4 billion deal. The acquisition signals OpenAI’s ambition to move beyond software and into hardware, potentially developing AI-native devices that blend cutting-edge tech with world-class design. Ive’s involvement suggests a major push toward creating consumer-facing products that make artificial intelligence more intuitive and accessible.

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The U.S. Treasury has announced plans to discontinue the penny, citing rising production costs and declining usage. It currently costs more than 4 cents to mint each one-cent coin, leading to millions in annual losses. The decision comes after years of debate and will mark a significant change in everyday currency, with rounding rules expected to be implemented for cash transactions moving forward.

The Future of James Bond

James Bond is one of cinema’s most iconic figures. A franchise that’s spanned 60 years, 25 films, and over $7.8 billion at the global box office. But for the first time in decades, the future of 007 is wide open.

With Daniel Craig’s run officially over and No Time to Die closing a major chapter, Bond is in transition. And behind the scenes, a major shift has already happened:

Amazon now has full creative control over the James Bond franchise.

From MGM to Amazon: A Power Shift Behind 007

In 2021, Amazon acquired MGM in an $8.5 billion deal gaining access to one of the most valuable film libraries in the world, including Bond. With longtime producers Barbara Broccoli and Michael G. Wilson recently ceding creative influence, Amazon now owns the distribution rights and is in charge of developing the next phase of the franchise. Amazon is rumored to have paid upwards of $1 billion to takes the creative reins from Broccoli and Wilson.

This changes everything.

For the first time, Bond is in the hands of a tech giant with global distribution, deep data, and a streaming-first mindset.

The Next Bond Will Be Built, Not Cast

Amazon is not just looking to recast a role. They’re looking to rebuild a universe.

Broccoli has said that casting won’t begin until they’ve decided what kind of story they want to tell. That means rethinking Bond’s identity from the ground up and that reinvention will now be shaped by Amazon’s approach to IP: global scale, long-term strategy, and cross-platform potential.

What Could Change in the Amazon Era

📺 Streaming Extensions

While the flagship films will likely remain theatrical-first, Amazon could expand the Bond universe into series, spinoffs, or prequels designed for Prime Video. Something Broccoli previously resisted but may now be on the table at Amazon’s discretion.

🌍 Global Appeal

Amazon’s data-driven approach means the next Bond will be crafted with international resonance. That may influence casting, settings, and tone to appeal to a truly global audience.

📈 IP as Ecosystem

Think Bond merch, Bond games, Bond events — Amazon has the infrastructure to turn 007 into a multi-layered franchise, similar to what Disney has done with Marvel or Star Wars.

🧠 Narrative Risk

Amazon has shown a willingness to invest in bold, prestige storytelling (The Boys, Reacher, Rings of Power). The next Bond could push deeper into character development, modern masculinity, and even more grounded geopolitical themes.

Bond Needs More Than a Reboot. It Needs a Reset

The next era of James Bond will need to resonate across generations. Not just with longtime fans, but with audiences who are more culturally attuned and less tolerant of outdated tropes.

That means:

  • More inclusive casting

  • More dimensional characters

  • More emotional depth

  • More relevance to the world today

The Big Question: Can Amazon Modernize Bond Without Losing Him?

It’s a delicate balance. Go too far, and you risk alienating the core. Stay too safe, and you lose the next generation.

But one thing is clear: The next Bond won’t just be a new actor. It will be a new era.

The tux might stay. The Aston Martin might stay. But everything else is up for reinvention.

And for the first time ever, that reinvention is being shaped by the world’s largest online retailer. One that now holds the license to kill.

Curated Vibes

Song of the week: “Jeannie Becomes a Mom” by Caroline Rose
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