The world’s most famous spy may be able to escape death traps and outwit megalomaniacs, but James Bond has met his match in Amazon and Hollywood’s most dangerous game—woke corporate politics.
The next installment of the 007 franchise is reportedly stalled due to a brewing battle between longtime Bond producer Barbara Broccoli (daughter of James Bond’s original producer Albert R. Broccoli) and the executives at Amazon Prime Video, who appear to view the character as problematic for their so-called “modern audience.”
Sean Connery as James Bond in Dr. NO – YouTube, James Bond 007
Broccoli, the fiercely protective steward of her father’s legacy, has been at odds with Amazon ever since the tech giant acquired James Bond distributor MGM for $6.5 billion in 2022. She has since reportedly referred to Amazon executives as “f*ing idiots.”
But the latest roadblock seems to go beyond just studio politics—it’s ideological.
According to a bombshell Wall Street Journal report, an Amazon executive stunned a meeting by declaring, “I don’t think James Bond is a hero.”
The remark, which reportedly left the James Bond producers shaken (not stirred…), encapsulates the very culture war that has been raging in Hollywood—one where classic, masculine heroes are rewritten or sidelined in favor of progressive messaging.
Pierce Brosnan as James Bond in “The World is Not Enough” – YouTube, James Bond 007
Broccoli has long been wary of the Amazon approach to the James Bond franchise. She reportedly bristled at the thought of her cinematic icon being lumped into Amazon’s ecosystem alongside toilet paper sales and Black Friday deals. The company’s bureaucracy hasn’t helped either, with her producing partner and half-brother Michael G. Wilson allegedly struggling just to get meetings with higher-ups.
But beyond the red tape, Broccoli seems particularly incensed by Amazon Studios chief Jennifer Salke’s attitude toward Bond.
LOS ANGELES, CALIFORNIA – AUGUST 15: Jennifer Salke, Head of Amazon Studios attends “The Lord Of The Rings: The Rings Of Power” Los Angeles Red Carpet Premiere & Screening on August 15, 2022 in Los Angeles, California. (Photo by Matt Winkelmeyer/Getty Images)
When Salke reportedly referred to the Bond films as mere “content,” Broccoli dismissed the remark outright.
“I don’t trust temporary people to make permanent decisions,” she is said to have told colleagues.
That resistance has resulted in a frustrating impasse. While Amazon is eager to churn out new Bond films and capitalize on their billion-dollar investment, Broccoli has seemingly dug in her heels, refusing to compromise on her creative vision and allow her family legacy to be tarnished by Amazon in the same way JRR Tolkien’s has.
Morfydd Clark as Galadriel and Charlie Vickers as Sauron in The Lord of the Rings: The Rings of Power (2024), Amazon MGM Studios
The friction over Bond’s future isn’t just about business—it’s about cultural rebranding.
Hollywood’s obsession with reinventing classic characters to fit progressive narratives has already seen iconic franchises like Indiana Jones and Star Wars take a hit. Now, it appears James Bond is the latest target.
Broccoli, to her credit, has always been willing to evolve the franchise on her own terms. She once stated that Bond could be played by a Black actor but insisted that he must remain a British man. However, she has also resisted Amazon’s push for “modernization” that could water down the very essence of the character.
Pierce Brosnan as James Bond in “The World is Not Enough” – YouTube, James Bond 007
From the beginning, Bond has been a suave, confident, and unapologetically masculine figure—a womanizer, a fighter, a man who gets the job done. But that very identity is now under fire from Hollywood’s progressive elite, who view him as a relic of a bygone era rather than a beloved cinematic icon.
It has now been over three years since No Time to Die hit theaters, and no successor has been named to don the tuxedo. In the past, the franchise rarely skipped more than a few years between installments, but with the Amazon dispute dragging on, Bond’s return to the big screen remains uncertain.
Rumors continue to swirl over who will be the next 007, with Bullet Train star Aaron Taylor-Johnson once considered the frontrunner. However, new reports suggest that Challengers actor Josh O’Connor is now in the mix. Of course fans keep holding up Superman actor Henry Cavill for the role, but there are no rumors that he’s under consideration.
NEW YORK, NEW YORK – OCTOBER 27: Henry Cavill attends the Netflix Enola Holmes 2 Premiere on October 27, 2022 in New York City. Emilio Madrid/Netflix 2022
For now, James Bond remains stuck in the crosshairs of a corporate and cultural battle. While Amazon is desperate to push out a new installment, Broccoli’s refusal to compromise may be the franchise’s only saving grace.
After all, she has successfully safeguarded Bond’s legacy for decades, while Amazon has yet to prove it can handle a franchise of this magnitude without succumbing to the pressures of political correctness.
NEW YORK, NEW YORK – DECEMBER 01: Mike Hopkins, Jennifer Salke, and Vernon Sanders attend the premiere of Amazon’s “Harlem” series at AMC Magic Johnson Harlem on December 01, 2021 in New York City. (Photo by Hatnim Lee/WireImage)
With Broccoli reportedly calling Amazon execs “f*ing idiots,” it’s clear that tensions aren’t cooling anytime soon. And until a resolution is reached, James Bond’s return to the silver screen remains uncertain.
One thing, however, is clear: if Amazon gets its way, Bond may never be the same again.
How do you feel about Amazon executives claiming that James Bond is not a hero? Sound off in the comments and let us know. And keep it here at That Park Place for all the news that should be fun!
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