The Bond market: 007’s economic impact
What the experts said about the film franchise’s latest blockbuster

Pay attention, 007
The fifth and final 007 film starring Daniel Craig, No Time to Die, “scored an estimated $119.1m” in international sales last weekend, notching up the best ever “opening weekend results for a James Bond flick in 24 countries”, said Sarah Whitten on CNBC.
Welcome news for the movie’s co-distributors, Amazon-owned MGM and Universal, following the film’s repeatedly postponed opening during the pandemic. Ultimately, that has worked in its favour, said Comscore analyst Paul Dergarabedian. “Pent-up demand built over a six-year wait since Spectre, plus the significance of the end of the Craig era… made this required viewing for even the most casual 007 fan.” Indeed, William Hill has cut the odds from 10-1 to 7-1 that No Time to Die will become the highest grossing UK film of all time.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Licence to sell
The franchise’s success and longevity owes much to the right props, said Lex in the FT. “Take away the Aston Martin, the Omega watches and the Dom Pérignon”, and Bond “is little more than a hitman with a penchant for one-liners”. In 2002, Ford, then owner of Aston Martin, reportedly paid $35m to reunite Bond with the marque in Die Another Day after BMW had “usurped” the role. That deal is proving fruitful: No Time to Die features no fewer than four different Aston Martin models. This latest release also saw a Nokia mobile phone replace Bond’s old Sony one. Nokia’s Finnish owner, HMD, is likely to have paid handsomely. But the “return on investment” can be impressive. Soon after Craig sported swimwear maker Orlebar Brown’s trunks in 2012’s Skyfall, the company “was acquired by Chanel”.
A Time to Buy?
Bond memorabilia collectors can also expect a payday, said Rachel Russell on Sky News. At an upcoming Prop Store auction, a suit worn by the late Sean Connery in You Only Live Twice is expected to go for more than £40,000. Great news for a “superfan” like David Zaritsky whose collection, honed over 25 years, ranges from an Armani leather jacket worn in Casino Royale to “beer bottles from Skyfall”, said the Daily Mail. Zaritsky launched a YouTube channel on the back of it – and now, he says, “we’re up to 9.3m viewers”.
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
A tall ship adventure in the Mediterranean
The Week Recommends Sailing aboard this schooner and exploring Portugal, Spain and Monaco is a 'magical' experience
-
How drone warfare works
The Explainer From Ukraine to Iran, it has become clear that unmanned aircraft are rapidly revolutionising modern warfare
-
The tourist flood in the Mediterranean: can it be stemmed?
Talking Point Finger-pointing at Airbnb or hotel owners obscures the root cause of overtourism in holiday hotspots: unmanageable demand
-
The tourist flood in the Mediterranean: can it be stemmed?
Talking Point Finger-pointing at Airbnb or hotel owners obscures the root cause of overtourism in holiday hotspots: unmanageable demand
-
Thai fish pie with crispy turmeric potatoes recipe
The Week Recommends Tasty twist on the Lancashire hot pot is given a golden glow
-
Lovestuck: a 'warm-hearted' musical with a 'powerhouse score'
The Week Recommends Team behind the hit podcast My Dad Wrote a Porno have created a hilarious show about a disastrous viral Tinder date
-
Outrageous: glossy Mitford family drama is full of 'fun, fashion and froth'
The Week Recommends Adaptation of Mary Lovell's biography examines the scandalous lives of the aristocratic sisters
-
F1: The Movie – a fun but formulaic 'corporate tie-in'
Talking Point Brad Pitt stars as a washed up racing driver returning three decades after a near-fatal crash
-
Lost Boys: a 'sobering' journey to the heart of the manosphere
The Week Recommends James Bloodworth examines the 'cranks and hucksters' making money through 'masculine discontent'
-
6 productivity-ready homes with great offices
Feature Featuring an office with a gas fireplace in Oregon and a shared workspace with wraparound windows in Massachusetts
-
Critics' choice: Carrying the flag
Feature The best barbecue in town, Bradley Cooper's cheesesteak restaurant, and more