For decades, the question “Who will be the next Bond?” has carried a certain mystique. However, rather than responding to it, Prime Video is doing something much more unexpected, which is making the question itself a story. Enter ‘Bait’, a 6-part comedy series that turns the James Bond legacy inside out.
Instead of smooth espionage or world-travelling adventure, this show explores the clumsy, messy, and sometimes uncomfortable truth of what it means to be considered for the most iconic role in cinema. And frankly, it could be the most honest take the franchise has had in years.
Before Bond 26, ‘Bait’ Dives Into the Reality Of Becoming 007
Written and directed by Riz Ahmed, ‘Bait’ is a film about Shah Latif, a struggling actor who is unexpectedly auditioning to play Bond. It is like a dream, but the performance soon shows the cracks behind that fantasy.
Shah’s life becomes overwhelming in a few days. Fame arrives too fast. Expectations grow too heavy. And the sound, fans, critics, and even his own suspicions, become too much to be heard.
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It is not only about whether he can play Bond. It is a question of whether anybody can really live up to what Bond is. Something very human in that struggle. The glamour of tuxedos and martinis is a mere cover-up for a very real type of pressure, the one that can distort identity and self-worth. ‘Bait’ plays into that unease, making it both a comedy and a commentary.
The Bond Question Gets Even More Complicated
‘Bait’s time is what makes it particularly interesting. Since ‘No Time to Die’ brought the end of an era, the speculation surrounding the next 007 has only grown. Suggestions have been floated indefinitely, including established actors like Idris Elba and up-and-coming actors like Paul Mescal. However, ‘Bait’ does not attempt to resolve that controversy; it reveals it.
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Focusing on a possible non-white Bond, the series exploits the current debates on representation, tradition, and what viewers expect of a character with such a long history in the history of cinema. And rather than providing ready solutions, it leaves the tension there, unsolved. That’s what makes it feel bold.
Meanwhile, there is some irony. While ‘Bait’ cleverly explores the chaos of casting Bond, it also reminds us that the real decision is still hanging in the air. Since in a world where everyone is obsessed with who will be the next Bond, ‘Bait’ poses a different question: what does it actually cost to be Bond?
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