The business of James Bond : Planet Money : The Indicator from Planet Money Daniel Craig's tenure as James Bond is coming to an end with the release of No Time To Die. With Amazon acquiring MGM, where does the 007 franchise go from here?

A new decade for Bond

A new decade for Bond

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Tolga Akmen/AFP via Getty Images
A pedestrian walks past a James Bond 007 logo above the entrance to Burlington Arcade in London on October 4, 2021, following the release of the latest James Bond film "No Time To Die" . (Photo by Tolga Akmen / AFP) (Photo by TOLGA AKMEN/AFP via Getty Images)
Tolga Akmen/AFP via Getty Images

No Time To Die, Daniel Craig's fifth and final film as James Bond, opens in theaters in the United States on October 8, 2021. The franchise has been a big financial success and cultural phenomenon, including that time when James Bond appeared to skydive with the Queen into London's Olympic stadium at the 2012 London Olympics. So what's the business behind Bond?

Industry expert Stacy Jones says James Bond movies are excellent for product placement deals. But the franchise needs to stay relevant to the changing times, and the once-sexist characterization of Bond also needs to change if that symbiotic relationship is to continue. Jones expects the franchise to choose an actor of color as the next James Bond. No Time To Die already features two strong female leads, who are both women of color. Other big changes are on the way. Industry financier Steven Blume says the MGM-Amazon deal needs to lead to greatly expand the Bond universe, with spin-off shows featuring important characters such as M and Q, or the franchise will slowly die.

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