With one of the film industry’s most lucrative franchises signed over to Amazon MGM, 007 could be facing down the barrel of spin-offs, quasi-crowdsourcing and a cinematic universe to rival Marvel

The ink could hardly have dried on the contract between Amazon MGM and Eon Productions, the legendary Bond film company run by Barbara Broccoli and Michael G Wilson, before Amazon CEO Jeff Bezos put up a social media post that went to the heart of the conundrum faced by one of the film industry’s most lucrative franchises: “Who’d you pick as the next Bond?”

The reality underlying Broccoli and Wilson’s decision to cede control to Amazon, the company that has since 2021 been responsible for co-producing Bond films after its purchase of MGM, is that since it became apparent that Daniel Craig wanted to leave the role, the franchise has been struck by a kind of creative paralysis. We are used to increasingly long gaps between their release, but with no new lead actor in sight, Bond 26 has still not even reached the starting gate. Eon kept the quest for a new Bond behind completely closed doors, like a sort of state secret, but Bezos’s first act has been to throw the gates open, with an Elon Musk-esque act of quasi-crowdsourcing. It may be just a PR-grabbing gesture, but it demonstrates that Amazon is planning to do things differently from now on.