Concerns about the future of the James Bond franchise under Amazon’s ownership have been widespread, with many fearing a dilution of the iconic 007 brand. However, Amazon Prime Video’s latest offering, Bait, a new dramedy series starring and written by Riz Ahmed, is defying expectations. This innovative show is being lauded as a surprisingly fresh and brilliant use of the James Bond intellectual property (IP) in years.
The Bond Franchise Under Amazon’s Wing
When Amazon acquired MGM Studios, securing creative control over the venerable James Bond franchise, a collective gasp rippled through the fan community. Many worried that the multi-billionaire Jeff Bezos, often compared to a real-life Blofeld due to his ruthless business practices, might dilute the brand that has been carefully stewarded for decades.
Amazon Prime’s initial foray into utilizing the 007 IP, a global challenge show titled 007: Road to a Million, did little to quell these anxieties. Critics widely considered it a
