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The name ‘James Bond’ is known around the world. Arriving with a whisper of love, a whisper of hate in Casino Royale, the globe’s favourite spy offers danger, glamour and a thrilling glimpse into the lifestyle of a cosmopolitan British agent. With a new literary adventure each year until the death of his creator, Ian Fleming, Bond holds a unique place in the cultural landscape.
It doesn’t stop there. Fleming’s classic 007 books have sold more than 100 million copies worldwide and the film franchise has grossed more than £5 billion. A continuing series of literary releases delve into Bond’s past and future, and explore the ever expanding universe of globally loved characters including Moneypenny, M, Felix and Q.
From a golden typewriter to the 2012 Olympic Games via video games and comic books, 007 has conquered the world – and kept it safe on his majesty’s secret service. His quotes and catchphrases are part of the cultural fabric and titles such as Live and Let Die and Diamonds are Forever have an undefinable Bond-ness that everyone recognises. The perfectly-cut suit, the perfectly-mixed cocktail and the perfectly-equipped car all go hand-in-hand with MI6’s finest.
007 is the most famous number in the world. His stories are beloved by generations and fans of all ages. And there is more to come…
It’s 5th October 1962, London Pavilion Cinema. James Bond is at the baccarat table in Dr. No, introducing himself to Sylvia with the immortal line ‘Bond. James Bond’. Dripping with charisma, he has us captivated.
Cinema and Bond will never be the same again. Now all ages can lose themselves in the heady adventures and never-say-never charm of Fleming’s hero. 007 film composer David Arnold recalls ‘I saw my first Bond film when I was eight. It was You Only Live Twice. That’s when I became involved, because culturally Bond was a huge part of growing up in the UK, so you couldn’t help but feel somehow attached.’
007 on film brings new thrills and anticipation for each generation. ‘Who will play the next Bond?’ makes global headlines. From 007 action toys and replica Oddjob hats, to Bond bubble gum and endless takes on the Vesper martini, the 007 lifestyle is always in demand. Premieres attended by Royalty become iconic moments and our man on a mission stays in the conversation every decade. Part of contemporary folklore, he’s embedded into the modern age.
When asked why he thinks Bond has made such an impact on the cultural landscape, 007 author Anthony Horowitz comments, ‘Let’s start with the fact that the books are brilliantly written, with memorable titles and amazing set pieces. Let’s add commerce. Half the world’s population has supposedly seen a Bond movie. If you’re interested in metaphysics, read the Bond dossier by Kingsley Amis. He talks about Bond as a mythical figure, a “dark knight” who resides deep in our consciousness and so has a certain immortality. And in historical terms, Bond connects us with everything we like to think is great about our country, always punching above his weight just as we did in WW2.’
As Fleming sat down in Jamaica in early 1952, determined to write the spy story to end all spy stories, he can’t have imagined the impact James Bond would have on British culture, cinema or the world’s perception of British espionage. The only question. Where will he go next?
