The Guide #231: How the hunt for the next James Bond became the franchise’s best marketing tool
In this week’s newsletter: The race to crown a new 007 has become its own long‐running spectacle, turning the search for Bond into an event as big as the films themselves• Don’t get The Guide delivered to your inbox? Sign up hereCallum Turner’s turn as James Bond lasted at most a couple of weeks. No sooner had he been enshrined as frontrunner to succeed Daniel Craig, than he was nudged from the DB5 driver’s seat by the latest heir apparent, Jacob Elordi, installed as the new bookies’ favourite after his smouldering, highly profitable performance in Wuthering Heights. Smarting somewhere in the background is Aaron Taylor-Johnson, who seemed locked in for the job a couple of years ago, enjoying the backing of former 007s Pierce Brosnan and George Lazenby, but now seems to have fallen out of favour. And don’t forget the succession of other dead cert Bonds now banished to the back of the odds market: the long-rumoured likes of Tom Hardy and Idris Elba (both now likely to have aged out of the role); Theo James; James Norton; Josh O’Connor; Harris Dickinson; Bridgerton’s Rége-Jean Page; and approximately 5,000 other predominately British actors who have enjoyed box office success/led a successful TV drama/look good in a tuxedo.On and on the hunt goes. Five years after Craig’s final outing, one that left absolutely no wriggle room for his return, and not far off a year since Denis Villeneuve was pegged as director of the next, still-untitled instalment, the next 007 has still not been found. Or if he has (and it seems certain to be a he), everyone involved in the Bond operation is keeping characteristically tight-lipped about it. Continue reading...
