With reports circulating of MGM’s intended sale, major changes could be on the way for the studio’s biggest franchise - James Bond. MGM co-owns the entire 007 back catalog, which is an even more precious commodity than ever before now that demand for streaming content is at an all-time high. Many media and tech companies, whether they have their own streaming platforms or not, would certainly be interested in acquiring rights to such a popular and prestigious property.
Unfortunately for any would-be buyers, acquiring James Bond isn’t quite as simple as just buying MGM. For starters, MGM doesn’t have sole-ownership of the franchise backlog. The studio shares those rights with a holding company called Danjaq LLC, which also holds control over future Bond films. That means that even if a company like Disney bought MGM, additional deals would be necessary to work out streaming plans and the rights to produce new 007 content. That’s complicated, but it’s certainly all feasible. Assuming those rights issues were worked out, the future of James Bond could have a lot of exciting possibilities.
The most obvious effect on the Bond franchise in the event of an MGM sale is the potential of a centralized streaming location for all the past 007 movies. That would be most likely to happen if a media company like Warner Bros (AT&T) or Disney – companies desperately trying to get ahead in the streaming wars – were to acquire MGM. Being able to advertise HBO Max, for instance, as “The Home of James Bond” would be a huge boon for the service. It could also be a great development for fans looking to watch a lot of 007 in one place.
Beyond the back catalog of classic films, an MGM sale could also lead to new avenues for original Bond content going forward. Extended franchises and branded content are only becoming more central in the industry, as the success of multimedia series like Star Wars, Marvel, and DC have demonstrated. Part of the appeal of acquiring the Bond rights is not just holding the old films, but having the option of building their nostalgia out into a range of new content. There are few franchises as long-running and well-regarded as 007, and that could make it very compelling for any company looking to expand its branded content options.
Of course, producing new content would require additional deals with Danjaq LLC, but there’s no reason that couldn’t happen. As the Daniel Craig era draws to a close with the impending No Time to Die, now is a perfect time to reshape the Bond franchise going forward. That could mean a streaming series set during the 1960s, a spinoff following a different Agent 007, James Bond cartoons, new movies, something else entirely, or all of the above. A transfer of rights could signal less adherence to the Bond traditions of the past, or those traditions could become the cornerstones of new 007 movies. Only time will tell. As of now, the MGM sale plans have yet to manifest. If they do though, they could herald exciting developments for the future of the James Bond franchise.
