Can Amazon Do Justice to Bond? Only If It Listens to Fans

Image credit: Matthew Wiebe via Unsplash

Amazon’s takeover of James Bond marks the end of an era. For decades, the Broccoli family, particularly Barbara Broccoli and Michael G. Wilson, have been the gatekeepers of 007, ensuring the franchise evolved as each new Bond brought their own flavour and style to the table, while staying true to its roots. Their careful stewardship preserved Bond’s legacy, balancing classic espionage intrigue with modern storytelling. Now, with Amazon MGM Studios in creative control, there’s a big question looming: Will Bond thrive under corporate management, or could he become just another over-commercialized IP, diluted for mass appeal?

If history has shown us anything, it’s that the best way to safeguard a franchise is to place it in the hands of people who genuinely love and understand it. Not just executives looking to maximize revenue, but true fans who care about the material’s legacy and what it really means to its passionate and dedicated audience.

Take Star Wars, for example. After Disney’s acquisition of Lucasfilm in 2012, the franchise saw a rapid expansion. Some of it brilliant, some of it divisive. The sequel trilogy, while commercially successful, split the fanbase. Many felt the films lacked a clear vision, moving away from what made Star Wars special in the first place. But then came The Mandalorian, created by Jon Favreau and Dave Filoni, two passionate Star Wars fans who understood the world George Lucas built. The series captured the magic of the original trilogy, blending nostalgia with fresh storytelling, and won back many disillusioned fans. That’s what happens when a franchise is placed in the hands of those who get it.

A similar excitement is now building around Warhammer 40K, thanks to Henry Cavill. The actor, known for his love of gaming and deep knowledge of the Warhammer universe, is set to produce and star in a new adaptation of the tabletop wargame. Fans are thrilled, not just because of his acting chops, but because he knows and respects the lore. He’s not just another Hollywood name attached to a big IP, he’s one of them, a genuine Warhammer enthusiast and tabletop gaming nerd who has spent years painting miniatures and engaging with the community. That kind of authentic passion is rare, and it’s why people believe he’ll do the franchise justice.

Compare this to cases where franchises were put in the hands of people who didn’t respect the material. Netflix’s The Witcher is a prime example. While the first season was generally well-received, later seasons saw a significant departure from the original books by Andrzej Sapkowski. Reports surfaced that writers on the show weren’t fans of the source material, and even mocked it at times. Henry Cavill, again a devoted fan of the franchise, reportedly clashed with the showrunners over their disregard for the lore. When he left the series, fans saw it as a sign that The Witcher had lost its way.

And now, there’s James Bond.

For years, the Broccoli family ensured that Bond remained a prestige franchise. Unlike many other long-running IPs, Bond films were treated as events rather than just another installment in an endless cycle. The series never succumbed to spin-offs or rushed productions, maintaining a sense of exclusivity and tradition. But with Amazon at the helm, the risk is clear. Bond could be turned into just another franchise universe, with prequels, sequels, and TV spin-offs flooding Prime Video.

Could it work? Possibly. But history suggests that franchises do best when they’re in the hands of people who care. The reason The Mandalorian worked while Disney’s sequel trilogy faltered was simple: Favreau and Filoni loved Star Warsand wanted to honour its legacy. The reason fans are excited about Cavill’s Warhammer is because he is a fan, and he respects the depth of the universe he’s adapting.

The same principle applies to Bond. If Amazon wants to keep 007 relevant while maintaining his iconic status, they need to ensure that the people making creative decisions truly understand why Bond has endured for over 60 years. Bond isn’t just another action hero. Bond is a symbol of British espionage, a character defined by his sophistication, style, and suaveness. Bond is as British as Yorkshire puddings and his awareness amongst the UK public is huge. A recent UK Fandom study by JvM NERD and Appino revealed that Bond has a huge 63% awareness across all age groups of the UK population.

The best, and most loved franchises aren’t just intellectual property to be exploited; they’re cultural touchstones, often with the most loyal and devoted fanbases. When handled with care, by people who truly love and understand them, they can evolve without losing their identity. But when they’re treated purely as content to be monetised, they risk losing the very essence that made them special in the first place.

Amazon now has the power to shape Bond’s future. If they’re smart, they’ll take a page from The Mandalorian and Warhammer 40K playbook. Find the right people, the true fans, and let them steer the ship. Otherwise, 007 might find himself in a creative no man’s land, shaken, stirred, and stripped of what made him legendary.