Riz Ahmed shared that Barbara Broccoli, who previously produced the James Bond films, supported his new movie. In the film, he plays an actor auditioning to be the next James Bond.
Prime Video’s new six-part series, Bait, premieres in March and follows Shah Latif, an actor whose life is turned upside down when rumors spread that he might be the next James Bond. The comedy-drama covers the four crazy days that follow.
It’s crazy seeing everyone talk about whether or not he’ll get the part! The show’s going to dive into what happens when all that attention starts affecting his personal life – it looks like this could be his final shot at major success, and things are really starting to fall apart for him.
I think this series couldn’t have arrived at a better moment! With James Bond still searching for his next star after Daniel Craig’s final film, No Time to Die, it really fills a void for fans like me who are eager for some classic spy action.
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On top of everything else, the James Bond films faced even bigger changes when Amazon bought MGM, the studio behind the franchise, and the established producers, Broccoli and Michael G. Wilson, stepped down from leading the films.
Before the surprising announcement, Ahmed revealed to Deadline at the Sundance Film Festival that he’d discussed the possibility of working on Bait with Broccoli, despite acknowledging it wasn’t a traditional James Bond project – the kind fans have anticipated since Amazon acquired the franchise.
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According to the actor known for Rogue One and Phoenician Scheme, the film Bait explores “the stark contrast between how we present ourselves to the world and who we truly are.”
He described a common situation where people appear successful outwardly – receiving praise and appearing to be doing well – but are actually struggling financially. He noted this disconnect between how we seem to others, how we want to seem, and the reality of our lives is something that happens to many of us.
The show is fundamentally about those kinds of personal conversations. It started when my co-showrunner, Ben Karlin, and I were just sharing stories from our own lives – funny moments and experiences – and that’s how the idea involving James Bond came about.
I remember Ahmed explaining that he realized it was exactly what the story needed – a symbol of someone striving to become who they admire. He thought it was perfect for showing that character’s journey and aspirations.
The show didn’t originate from that idea, but I discussed it with Barbara Broccoli. She recognized that the show wasn’t focused on that particular aspect, but still gave her approval and really enjoyed the script.
In February 2025, Barbara Broccoli sold her majority ownership of the James Bond franchise, which she inherited from her father’s production company, EON. The news surprised both fans and industry professionals, as she had carefully overseen the series for many years.
Development of the next James Bond movie is now moving forward quickly. Steven Knight, known for Peaky Blinders, is writing the screenplay, and Denis Villeneuve, the director of Dune, is taking the helm. However, the search for the next 007 remains a secret.
Don’t miss out on ‘Bait’! Add it to your watchlist on the TopMob ‘What to Watch’ app. Download it today for daily TV recommendations and exclusive content.
Authors
David Craig writes about television and streaming dramas and comedies for TopMob. Before that, he contributed to Starburst Magazine, hosted the podcast ‘The Winter King’ for ITVX, and earned a degree in Journalism from the University of Sheffield.
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2026-01-26 18:05