James Bond is on the verge of significant changes, both behind the scenes and on screen. With Daniel Craig having officially retired from the role, and the Broccoli family stepping back from producing the franchise after selling to Amazon MGM, the series is entering a new era.
This moment presents a rare opportunity to take 007 back to his origins—reintroducing him as a hard-drinking, cigarette-smoking, Cold War-era spy. Amazon, if you’re listening, it’s time for a period piece.
The Cold War Is a Goldmine for Spy Stories
Time and time again, Sean Connery is ranked as the best James Bond, even over half a century after his final performance in Diamonds Are Forever (1971).
His portrayal didn’t just define the character—it thrived in the high-stakes atmosphere of the 1960s Cold War era. While Bond rarely engaged in direct conflict with the Soviets, their presence loomed over the franchise, creating a rich backdrop of espionage, deception, and high-tension diplomacy.
The Roger Moore era continued this Cold War influence, but the franchise has since moved away from its roots. Now is the time to revisit that era with a film—or even a series—set in the 1960s, where Bond can once again indulge in smoking, gambling, heavy drinking, and his signature romantic escapades without modern constraints.
As Judi Dench’s M famously called Bond in GoldenEye, “a relic of the Cold War”—so let’s dust off that relic and bring him back to his prime.
Some Modern Adjustments Would Still Be Necessary
While a 1960s setting would offer a visually stunning backdrop, complete with classic gadgets, sleek fashion, and old-school espionage, certain aspects of Bond’s past portrayal would require updates. One major change would be his behavior toward women.
The Connery-era Bond had a troubling track record with female characters—something that would (and should) be unacceptable today.
A return to the ’60s setting doesn’t mean embracing outdated attitudes, but rather striking a balance between period authenticity and modern sensibilities.
That said, Bond lighting a cigarette at a bar while waiting for his signature martini remains an image of timeless sophistication. While smoking is largely frowned upon today, it was an integral part of the era, adding to the character’s effortless cool.
Having Bond smoke in a modern setting would feel out of place, but within the context of a ’60s spy thriller, it fits perfectly. Leaning into the style and excess of the period while shedding some of its more problematic aspects could be a winning formula.
Now Is the Perfect Time to Revisit Bond’s Roots
There has never been a better moment to return to Bond’s cinematic and literary origins. The Daniel Craig era successfully reintroduced the brutal ruthlessness of Ian Fleming’s original character, but in doing so, it lost much of his charm and sophistication.
Craig’s Bond was all grit and no playboy. A period-set Bond film could restore that balance, allowing the character to embody both the suave gentleman and the cold-blooded operative.
Beyond storytelling, the 1960s also offered some of the best fashion, cars, and aesthetics in the franchise’s history.
A return to that era would not only bring Bond back to his roots but also reinvigorate the franchise with the timeless appeal that made it iconic in the first place. With Amazon MGM now in control, the stage is set for a bold new direction—one that paradoxically looks to the past for inspiration.
