Amazon Faces Backlash Over Changes to Iconic James Bond Posters

Amazon’s recent decision to alter promotional images of the James Bond franchise has sparked considerable backlash from fans and media alike. The changes, which notably include the removal of firearms from poster artwork, have led to accusations of “woke” culture influencing classic cinema. It appears that the streaming giant, which acquired MGM and the Bond franchise earlier this year, is attempting to navigate modern sensibilities regarding violence and representation.

In the 1981 poster for For Your Eyes Only, the image of a gun-wielding Roger Moore was framed provocatively between the legs of a female character. Back then, critiques focused on the overtly sexualized imagery, prompting some publications to censor the poster. Today, the conversation has shifted, with outlets such as the Daily Mail questioning whether Amazon is being too cautious by omitting both the iconic “Bond girls” and firearms from its marketing materials.

The changes have not gone unnoticed. Vintage imagery from films like Dr No and GoldenEye has undergone significant alterations, with Sean Connery’s character depicted without a gun and appearing to make an awkward fist instead. Similarly, Daniel Craig‘s promotional image for Spectre features him in a holster but without any visible weapon. The adjustments were swiftly implemented, with the altered images being replaced by stills from the films that maintain a more traditional portrayal of Bond.

Despite the removal of firearms, the famous 007 logo, which incorporates the silhouette of Bond’s Walther PPK, remains intact on promotional materials. This logo serves as a reminder that the franchise is inextricably linked to themes of violence. In GoldenEye, actress Judi Dench famously described Bond as a “sexist, misogynist dinosaur,” acknowledging the character’s problematic traits.

While the removal of guns from promotional images is a significant change, it is not indicative of a complete ban within Amazon’s offerings. A quick search on Prime Video reveals that weapons still feature prominently in other titles, such as Heat starring Val Kilmer and The Order with Jude Law. This inconsistency raises questions about the intent behind the changes to Bond’s promotional materials.

The Bond fandom has historically reacted strongly to any alterations to the franchise, with concerns about a potential shift in character identity or narrative direction. The casting of Lashana Lynch as a temporary 007 in No Time to Die has fueled fears among some fans that the character could be reimagined in ways they find unacceptable.

Looking ahead, Amazon and MGM are set to reboot the James Bond series with new creative leadership, including writer Steven Knight and director Denis Villeneuve. While speculation abounds regarding the future portrayal of Bond, it is likely that the character will retain his traditional traits, including his relationships with women, his affinity for luxury cars, and, notably, his use of firearms.

The recent changes to Bond’s promotional imagery may ultimately serve as a minor footnote in the broader narrative of the franchise. However, they highlight the ongoing tension between evolving societal norms and established cultural icons. As Amazon navigates this delicate landscape, the future of James Bond remains a topic of intense discussion among both fans and critics alike.