Amazon Studios faced considerable backlash for altering the promotional materials of the James Bond franchise by digitally removing all traces of firearms. The initial effort to rebrand the iconic franchise without guns led to widespread criticism from fans, prompting the company to revert the changes. This has raised concerns about the future direction of the Bond brand, with some fear it could alienate longtime followers.
Under Amazon’s creative control, which was secured in February 2025 following the acquisition of MGM, the decision to erase gun imagery sparked discussions about how the franchise will evolve. The controversy is part of a broader debate over how the James Bond legacy is being handled in a rapidly changing entertainment landscape. Critics argue that the removal of elements that have long defined Bond’s character could jeopardize the franchise’s identity and appeal. Amazon’s new artistic direction for the franchise is still unfolding, with the next film being directed by Denis Villeneuve, although many details remain undisclosed.
Industry experts and fans have expressed concern that the changes to the promotional visuals may signal a shift in the franchise’s tone, with some suggesting it could move towards a more sanitized or less action-oriented depiction of James Bond. The decision has also drawn comments from former cast members, with Robert Davi, who played a villain in a Bond film, expressing concerns about the franchise’s direction. Davi emphasized the importance of maintaining the character’s traditional appeal, warning against what he perceives as a trend toward political correctness undermining the Bond brand.
The fan backlash highlights the sensitivity surrounding the James Bond franchise and the importance of retaining its core elements in future iterations. As Amazon continues to shape the Bond brand under its control, the company faces the challenge of balancing innovation with the demands of a dedicated fanbase. While the final outcome of this creative shift remains uncertain, the incident underscores the impact of visual representation in maintaining the identity of a globally recognized franchise.