How the World Reacted to the Broccoli-Amazon Deal
29 March 2025 12:20
What can be said about the historic Broccoli-Amazon deal that hasn’t already been said? In February the world awoke to the news that long-time producers Barbara Broccoli and Michael G. Wilson were stepping down and passing the creative torch to Amazon MGM Studios. The tech giant now has full control over the direction of the James Bond IP, thus ending 63 years of devoted custodianship from the Broccoli family.
The magnitude of the story shook the Earth and the response from the media and Bond fans was equally proportionate. Every trade publication and tabloid frenzied trying to get their own scoop on how the deal came to be. For a while there was a new titbit of information every other day. As the news cycle eventually geared down, we began seeing commentary from James Bond alumni including former Bond actors, whose opinions can be read below.
Fans were notably divided about the impact this would have on the future of the franchise. On the one hand there’s a real opportunity for expanding the Bond universe, finally having a consistent release schedule and also opening up endless merchandising possibilities. On the other hand the beating heart of the Broccoli family is gone, the IP could be stretched far too thin and the very essence of the James Bond character is at risk of disappearing altogether.
Months prior to the deal we launched a poll which revealed that 73% of fans were on the side of the Broccolis, with only 5% leaning towards Amazon (and the other 22% being indifferent). This preference only seems to be partially reflected in the strong feedback we received from you on our socials after the announcement had been made, which we’ve now parsed together as a visual word cloud. Interestingly, the most frequently used words were “the end”, “hope”, “good” and “bad”. Make of that what you will…
James Bond Actors
“My respect, admiration and love for Barbara and Michael remain constant and undiminished. I wish Michael a long, relaxing, and well deserved, retirement and whatever ventures Barbara goes on to do, I know they will be spectacular and I hope I can be part of [those projects].”
“In this world that is moving so fast now, at the speed of light, [the takeover] does come with a certain lament. I thought it was coming for some time I guess, but I think it was the right decision for Barbara and Michael. It takes great courage for them to let go. They will still have a say in matters. I hope that [Amazon] handles the work and the character with dignity and imagination and respect. No one really knows [what will happen to 007 in Amazon’s control].
History has been passed on and I’m very proud to have been part of the history and the legacy of Bond and the movies that I made with Barbara and Michael. That we moved the needle, that we brought it back to life. It’d been dormant [for] six years and Goldeneye was such a success that it continued and went from strength to strength… You know, everything changes, everything falls apart and I wish them well.”
“I was very, very surprised and shocked. Barbara is I think a fabulous woman and a wonderful producer, as was her father [Albert R.] Cubby Broccoli, who I got on with very well and liked a lot. He was a very powerful and strong anchor for the project. Nothing went on that he didn’t want and it’s sad that he’s not with us anymore, that’s all I can say. He was well in charge of the show and that’s not so anymore.
The [Bond] movies have taken different courses over the years, but there is something very good about the original and I hope Amazon latch onto that and give us the kind of film that’s brought so much excitement and fun to so many people. Anyway, good luck to them, I say. I do wish them all the very, very best. They’ll be doing their best to make a lot of money, so hopefully they will make good movies.”
James Bond Fans
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