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    'No Time to Die' shows how the Bond franchise can stay relevant — and profitable

    In the 25th Bond film, 007's fellow spies include strong female characters, part of an evolution aimed at attracting new audiences and brands as the franchise makes some big transitions.
    by Frank Langfitt Oct 09, 2021 5 minutes
    Advertisements in a theater in London's Leicester Square show Daniel Craig as James Bond in <em>No Time to Die.</em> Ahead of its opening in the U.S. this weekend, the film had taken in more than $120 million in 54 foreign markets.

    LONDON — There's a scene in the new James Bond film, No Time to Die, in which 007 takes a young woman back to his bungalow in Jamaica, thinking that — as in the past — he will effortlessly seduce her. Instead, she removes her wig, and Bond, who's been retired from MI6 for five years, realizes she's a British agent.

    "The world's moved on, Commander Bond," says the agent, Nomi, played by Lashana Lynch, who also starred in Captain Marvel.

    Nomi could be addressing the Bond franchise itself. No Time the 25th film in the series, opened nationwide on Friday. That is six years since the last Bond movie, hit the theaters. Since then, a lot has happened, including the pandemic, by about 18 months, and the growth and spread of the #MeToo movement and Black Lives Matter.

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