Amazon could make James Bond into a “Marvel-style multiverse”

The beloved James Bond franchise might never be the same due to some huge internal changes.

OPINION

With Amazon’s acquisition of MGM and the recent buyout of EON Productions, the once tightly controlled cinematic legacy of 007 is poised for an unprecedented expansion.

As befits a Bond film, there is a ticking clock counting down.

Not to an explosion, but perhaps something equally impactful: In 10 years Ian Fleming’s superspy enters the public domain — so anyone will be able to make their own (legal) James Bond project.

So get ready for Amazon to unleash a deluge of Bond-related content across every conceivable medium.

There could be big changes ahead for the James Bond franchise. Picture: Supplied

This would a dramatic departure from the stewardship of EON Productions, which famously protected the franchise’s exclusivity, producing a carefully curated series of 25 films over six decades.

Amazon, by contrast, is expected to be (surprise, surprise) aggressive in the marketplace.

With sole ownership of the franchise, the tech giant is likely to pursue a “scorched earth” strategy: flooding the market with films, television shows, and spin-offs to cement its dominance and discourage competition once Fleming’s works become public property.

The end of EON’s era

For decades, EON Productions, led by Barbara Broccoli and Michael G. Wilson, maintained an iron grip on Bond’s cinematic legacy.

Their deliberate approach sought to preserve Bond’s prestige, releasing films only when the story and casting were deemed perfect.

This cautious strategy created a sense of occasion with every new Bond instalment, and protected the brand from oversaturation.

However, Amazon’s corporate ethos differs sharply. With a business model that thrives on high churn of content and continuous engagement, the company is unlikely to adhere to EON’s patient, film-centric philosophy, instead transforming Bond from a singular film series into a sprawling multimedia multiverse.

Daniel Craig as James Bond in the 24th film, Spectre. Picture: Supplied

Amazon’s multiverse of Bond

This approach would mirror the success of franchises like Marvel and DC, where multiple versions of the same character coexist across different films, television shows, and streaming platforms.

For Bond fans, this could mean simultaneous projects featuring multiple actors portraying different versions of the iconic spy.

Imagine a gritty, grounded Bond series on Amazon Prime exploring the origins of the 00 program, while a separate blockbuster film franchise continues the traditional globetrotting adventures.

There could even be alternate universe Bonds — from a futuristic cyber-espionage take to a Cold War period piece faithful to Fleming’s original novels.

This multiverse approach would allow Amazon to cater to diverse audiences while maintaining a near-constant flow of Bond-related content.

Actor Ursula Andress in a scene from the James Bond film Dr No. Picture: Supplied

Daniel Craig stars as James Bond in No Time. Picture: Nicola Dove

Such an approach also serves a strategic purpose. Once James Bond enters the public domain competitors could theoretically develop their own adaptations of Bond’s original adventures. However, anything derived from the films or original characters not present in Fleming’s novels — such as the iconic Aston Martin — remains under Amazon’s copyright.

By flooding the market with an array of distinctive Bond properties, Amazon would make it difficult for competitors to carve out their own space.

An Aston Martin DB5 stunt car from the film No Time to Die. Picture: Niklas Halle’n/AFP

A future of endless Bonds?

With no legal restrictions preventing multiple Bonds at once, Amazon could leverage the franchise in several innovative ways:

1. Television spin-offs: High-budget Bond TV series could delve into backstories of fan-favourite characters like M, Q, or Felix Leiter, or explore the intricacies of MI6.

2. Competing bonds: Different Bonds providing fresh interpretations, while allowing global audiences to engage with the version of Bond that resonates most with them.

3. Event crossovers: In a move echoing comic-book multiverses, Amazon could stage crossover events, bringing different Bonds together on-screen.

And if they experiment with the use of AI, fans could finally see Sean Connery’s suave Bond face off against Daniel Craig’s brooding agent — or their modern equivalents.

4. Animated series: Animated adaptations could bring Fleming’s novels to life for younger audiences. Maybe even a tween or teen Bond?

Actor Roger Moore in 1974 James Bond film The Man With The Golden Gun. Picture: Supplied

Risk vs. reward

This approach is not without risks. Overexposure could dilute the Bond brand’s mystique, transforming what was once an eagerly anticipated cinematic event into just another streaming option. Additionally, Amazon faces the challenge of maintaining Bond’s core identity while updating the character across many iterations.

Historically, the Bond franchise has thrived by evolving slowly. Too many Bond and Bond-adjacent projects could undermine the franchise’s carefully crafted image and alienate long-time fans.

Yet the rewards are potentially enormous. Amazon has already demonstrated its willingness to invest heavily in blockbuster properties, as evidenced by its billion-dollar Lord of the Rings series. By transforming Bond into a myriad of Bonds, Amazon is both protecting a lucrative asset and reinventing 007 for a whole new generation.

Dr Darren Paul Fisher is the Head of Film, Screen and Creative Media at Bond University. An award-winning screenwriter, producer and director, Darren’s first book ‘Film as Argument’ will be released later this year.

Originally published as Amazon could make James Bond into a “Marvel-style multiverse”