While the next James Bond has yet to be revealed, new details have emerged about the tone of the new era of the spy movie franchise, hinting towards a lighter, more humorous tone that could draw in younger audiences. For over sixty years, the franchise based on Ian Fleming’s series of novels has adapted 007’s adventures to the big screen. Daniel Craig was the most recent actor to play James Bond, beginning with Casino Royale in 2006 and three following movies until making his last stand in 2021’s No Time To Die.

As reported by The Times, Amazon is set to reinvent the James Bond franchise’s tone with the next installment. According to industry speculation, the next installment will have a lighter, more “campy” tone, closer to the franchise’s earlier tales of larger-than-life villains and schemes. This return to a lighter tone hopes to attract younger viewers, relying on online social media fandom and “meme culture” to play a big part in reaching out to new audiences.

First, everybody I talk to — agents, actors, analysts — believes we are due a return to a Bond of quips and camp, a shift away from the Shakespearean heft of Craig. More traditional yet easier to sell via memes to Amazon’s younger demographic.

What James Bond’s New Direction Means For The Franchise’s Future

The Franchise’s New Direction May Have Been Set For Over A Decade

The reinvention of the James Bond franchise is far from a new concept, as Craig’s Bond tenure itself was initially envisioned as a grittier, more grounded reboot of the character that could fit among fellow spy series popular at the time, including the Jason Bourne movies. While this decision was initially divisive, audiences grew more accustomed to this approach as new installments released, allowing Craig’s Bond to find its following. And though the next Bond may be a far cry from the prior incarnation, it can be argued that it is a shift that has been coming for some time.

As Craig’s Bond movies progressed, more classic elements from earlier movies found themselves being incorporated into the franchise, from the introduction of Ben Whishaw’s Q to the rise of Spectre and Christoph Waltz’s Blofeld, bringing it more in-line with past takes on the character. Furthermore, outside of the franchise, Kingsman: The Secret Service debuted in 2014 and spawned a franchise which initially made its mission statement a return to the stylings of older spy movies, with its first installment resonating strongly with audiences. As such, while it is speculated the move has been made to appeal to younger audiences, James Bond‘s past and the series that rose to meet it during Craig’s tenure prove audiences can still resonate with a campier Bond again.

Our Thoughts On James Bond’s New Era

Despite Potential Trepidation, Eon Is Set To Future-Proof The Franchise

While speculation has been centered on who the next James Bond will be, this new report has emphasized the goals that Eon Productions and Amazon MGM Studios are considering when setting out the next generation. Among high profile trending actors dominating speculation on who will play the character, a campier and more humorous tone for a younger generation shows that the producers are aiming to kick their next era off in a way that will allow the franchise to sustain itself for many years to come.

Undoubtedly, while a description of a quippier tone that hopes to capitalize on meme culture may have some viewers skeptical or even nervous, this does not necessarily mean that the franchise will completely cast aside its more mature elements. If whomever is recruited to helm the James Bond series’ next can strike a good balance between the campier tone, thoughtful storytelling and captivating characters, the franchise could easily please all audiences.

Source: The Times