Joe Turner
15 Feb 2025
Nearly five years have passed since the release of the most recent James Bond film, No Time To Die, leaving the world eagerly anticipating the next instalment of the renowned franchise.
Nearly five years have passed since the release of the most recent James Bond film, No Time To Die, leaving the world eagerly anticipating the next instalment of the renowned franchise. There has been no new Bond actor announced as Daniel Craig’s successor, no director, and no script on the table; instead, there is just a lingering sense of anticipation and questions surrounding the future of Britain’s favourite spy. The recently emerged news about the Dubai-based businessman, Josef Kleindienst, attempting to challenge several Bond film trademarks for merchandise could not have come at a more interesting time.
Kleindienst, a former Austrian policeman turned property developer, is the founder of the Kleindienst Group, currently building a $5 billion luxury resort called the Heart of Europe on islands off the coast of Dubai. He aims to secure the copyright for several of the franchise’s monikers, including James Bond Special Agent 007, James Bond 007, James Bond, James Bond: World of Espionage, and the infamous “Bond, James Bond” line.
While it is unlikely that he will succeed and has resultingly expressed his “disappointment,” under UK and EU law, “cancellation actions based on non-use” mean that if trademarks are not commercially exploited for at least five years, a challenge can be made. EON Productions, the company behind the Bond films, are sure to fight these challenges vigorously; however, more importantly, this situation shines a light on the current state of the franchise that cannot be ignored.
The timing of the challenge is crucial. Bond films have now been dormant for several years, and the five-year gap since No Time To Die is beginning to raise concerns about whether Bond is in crisis. The longest gap in Bond’s cinematic history was six years, between Licence to Kill (1989) and Goldeneye (1995). Fast forward twenty years, and fans are enduring a period where we have had only two Bond films in 12 years, the aforementioned No Time to Die and Spectre. The franchise’s slow production pace is far a cry from its early years when a new film following the thrilling adventures of 007 was released every year to 18 months.
This prolonged hiatus has left many wondering what is going on behind the scenes. EON Productions, headed by Barbara Broccoli and her stepbrother Michael G. Wilson, has always kept tight creative control over the direction of the Bond films. However, with the 2022 acquisition of MGM by Amazon, the tech giant now holds a significant stake in the future of Bond. Amazon’s power as the owner of MGM, which owns EON, means that every decision about the characters, storylines, and even merchandise must also be approved by them.
At the end of last year, reports surfaced about a meeting between Amazon and EON, in which Bond was referred to as “content.”. Some Amazon executives even questioned whether Bond was a hero and discussed ideas like possible spin-offs, such as a Moneypenny or Q series, and multiple Bonds to maximise output. This conversation revealed Amazon’s view of Bond as a product to be endlessly monetised, aligning with their preference for universe-driven content.
That said, Broccoli and Wilson have been extremely committed and faithful to maintaining the integrity of Bond’s legacy. Despite Amazon’s influence, fortunately, the pair have the final say over the franchise’s creative direction. Broccoli’s insistence on that old cliché, quality over quantity, has shaped the Bond films into something more than just mere entertainment. This approach resulted in visionary decisions, like the casting of Daniel Craig as 007 and bringing in Sam Mendes to direct Skyfall, a film that stands as one of the finest achievements not only in the franchise but in 21st-century cinema.
In today’s era of endless universes, it is rare for a major film series to release a new installment only once every five years. The modern media landscape, with spin-offs and crossovers happening at breakneck speed, means audiences expect constant updates. Broccoli's “less is more” resists constantly churning out a new Bond. Imagine if Amazon had full control: every two or three years, there would likely be a Bond film and spin-offs based on characters like Moneypenny, Felix Leiter, and Q in between.
Instead, Broccoli and Wilson’s stewardship of the multi-million-pound Spy franchise is defined by their careful, calculated approach, creating quality films and not overexposing the character. This balance is precisely what makes Bond so appealing. The genius of 007 lies in his ambiguity; he is neither purely good nor purely evil, and his status as an outsider who constantly questions how he fits into the modern world makes him resonate with audiences in a way fewer fictional characters can. Bond’s mystique is part of his enduring appeal; we are never fully satisfied and always left wanting more.
Broccoli knows that the key to Bond’s success is not constant presence, but rather, a strategic absence that keeps audiences craving more from the character. While other franchises produce never-ending spin-offs and connected universes, Broccoli’s vision keeps Bond feeling fresh. Bond has not succumbed to the temptation to become just another product in a franchise machine; subsequently, he maintains significant cultural relevance and stature.
The trademark challenge serves as a symbolic moment, highlighting the tension between Amazon’s desire for content and also Broccoli’s determination to protect the legacy of 007 and a British cultural institution. For that reason, Bond fans should feel confident that, no matter how long their wait may be, the next chapter in Bond’s story will be worth the wait.