The New No Time to Die Spot Teases a Big Bond Secret

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Last night’s Super Bowl provided us with a slew of new looks for upcoming films and television shows. Shockingly, the spot for the 25th James Bond film, No Time to Die, didn’t go all that big with the spectacle.


The summary of the Cary Fukunaga-directed film says “Bond has left active service and is enjoying a tranquil life in Jamaica. His peace is short-lived when his old friend Felix Leiter from the CIA turns up asking for help. The mission to rescue a kidnapped scientist turns out to be far more treacherous than expected, leading Bond onto the trail of a mysterious villain armed with dangerous new technology.”

I’ll admit, I expected more from a James Bond Super Bowl commercial. Sure, that plane was pretty cool but it just got me thinking about Lashana Lynch as Maria Rambeau in Captain Marvel more than anything.

Lynch, Rami Malek, and Ana de Armas have joined the cast this time around and the film also stars Jeffrey Wright, Ben Whishaw, Naomie Harris, Christoph Waltz, Ralph Fiennes, and Léa Seydoux. You’ll get to see No Time to Die this April.

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Killa K

If they’re at the point where they’re just remaking the old Bond films/books, then maybe it is time to just pack it up and enjoy retirement.

It’s funny. Bond has faced obsolescence for decades, and the producers have managed to keep things fresh by tweaking this or that, but always remaining true to what these movies are supposed to be: escapism. At its core, this isn’t a franchise that’s supposed to be steeped in lore or mythology. There is no grand, overarching plan that explains away every incongruity. Bond as a film franchise is two hours of a British superspy blowing shit up in exotic locales while surrounded by very attractive ladies every couple years.

But now that we have franchises that maintain continuity over multiple movies for several years, the producers are trying to fit the Bond round peg in that “shared universe” square hole. Doesn’t work for me. And what’s worse, despite trying to give Bond women bigger roles and more agency, the franchise can’t escape that the main character is rooted in misogynism. They’ve managed to drop the character’s casual racism (hoo boy) but they can’t really shake his imperialist/colonialist roots. At one point, everyone thought the end of the Cold War would be the death of Bond, but it turned out to be societal change (IMO).

If you change enough things about James Bond, he ceases to be James Bond. So why continue it? Everything ends. Let Bond end.