Accounting for James Bond’s Enduring Mass Appeal

Cinema, Creative Writing, Literary & Linguistics, Media & Communications, Popular Culture

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The phenomena of James Bond in both book and movie form was meant to be purely escapist entertainment, bereft of the slightest pretension that they were anything remotely cerebral. Interesting then that Bond has gleaned so much serious academic enquiry and analysis over the years. A sample of articles on JSTOR reveals a feast of scholarly entries on the subject of James Bond — “Shaken, Not Stirred Britishness: James Bond, Race, and the Transnational Imaginary”, “The Marketable Misogyny of James Bond“, “Paradoxical Masculinity: James Bond, Icon of Failure”, “Why James Bond Villains Prefer Post-Soviet Architecture”, “The Spy Who Loved Globalization”, ”How safe do you feel?: James Bond, Skyfall, and the Politics of the Secret Agent in an Age of Ubiquitous Threat”, and so on it goes.

The James Bond film franchise is certainly sui generis among English-language movie series. October 5 this year marked the 60th anniversary of the introduction of James Bond to cinema screen audiences (Dr No, 1962), and the cinematic sequence remains as yet unbroken, notwithstanding ”the elephant in the room” of last year’s No Time To Die in which the indestructible James Bond actually dies! Virtually all other elongated movie series have ultimately reached a natural (or unnatural) termination point – even the long-running, prolific and increasingly unimaginative Carry On comedy series ran out of steam by the Eighties 🄰.

Ian Fleming ‘Casino Royale’, 1st 007 novel (Image: bondfanevents.com)
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Box office El Dorado
Over a six-decade period the 25 movies🄱 constituting the James Bond industry made by Eon Productions (Broccoli and Saltzman’s production company) have earned a total somewhere north of US seven billion dollars. Boosted undoubtedly by the mass popularity of screen Bond🄲 the James Bond spy novels written by former WWII naval intelligence officer Ian Fleming, on which the cinema franchise is based, have themselves racked up sales of more than 60 million copies.

If you came anew to the Bond movies looking for a healthy dose of gritty social realism based on the world of espionage a la John LeCarre, you’d be sadly disappointed. The franchise’s entries are all about fantasy and high-adventure escapism. Unlike the shadowy cloak-and-dagger characters that the real world of spies and secret agents (apparently?) inhabit, James Bond 007 in his public persona is an open book, he doesn’t use a fake name, he doesn’t try to disguise his appearance or furtively hide in dark corners. He’s direct, brash, brutal and recklessly undisciplined in his actions and antics, with a propensity to be easily distracted from the assignment at hand by the happy prospect of a spot of horizontal folk-dancing.

Though wildly successful at the box office over an extraordinarily long shelf life, James Bond is not everyone’s cup of tea. An early critic Judith Crist described the series’ first vehicle Dr No as “an updated comic strip of the Fu Manchu school, fast moving, faster shooting, utterly fantastic”. JB has been pilloried by feminists for his unrepentant chauvinism—especially in Sean Connery and Roger Moore’s interpretations of the character—and four decades of “Bond Girl“ objectification of women. The backlash against JB’s misogyny compelled producers to tone down the blatant sexism in the most recent incarnation of the most famous of all British secret agents played by Daniel Craig. Bond has also been excoriated as a “thug trained to wear a tuxedo”…007’s “license to kill” green-light unleashes the agent’s deep predilection for perpetrating extreme, lethal violence in cold blood.

Predictable Bondery
Then there’s the plots! The storylines are more than fanciful…James Bond’s arch-villains hatch mind-bogglingly ludicrous schemes which suggest that they have been maxing out on the Kool-Aid – such as nuking Fort Knox’s gold reserves; constructing a massive capsule-gobbling rocket to capture the space crafts of both superpowers; detonating explosives along the Californian fault lines to destroy Silicon Valley; ad nauseum. The franchise has also been lambasted for being BORING! Agent 007 has been called out for living “the same story over and over” (Elizabeth Winterhalter). Repetition is a constant motif…we see Bond right on cue rendezvous with a typically crotchety “M” to be briefed on his latest world-rescue mission, flirting with Miss Moneypenny in their regular tête-à-tête ritual, and getting a rundown on the very latest weapon gadgetry from an equally irascible “Q”. In every second scene, just about, JB is pursued by a posse of miscellaneous henchmen only to miraculously escape certain death by the barest of margins every time. The movies almost invariably end in the same formulaic fashion: Bond infiltrates the arch-villain’s impregnable lair, triumphs over the likes of Blofeld and Goldfinger and numerous assorted henchmen, and finishes by bedding his leading lady on an inflatable dingy, in space, a balcony, etc and signing off to “M” with a corny double entendre🄳.

Bond with “Jaws”, larger than life henchman turned ally

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Cultural relevance to the West
Some Bondphiles have an altogether different take on this Groundhog Dog trait in James Bond of repeating the same basic plot structure infinitum…they see it as a key ingredient of the franchise’s success: ”the simplicity of the plot arch allows the films to seamlessly transcend and become culturally relevant to the audience” (‘What is the Secret of James Bond’s Eternal Success?’, www.undandy.com). Another explanation of James Bond’s allure contends that the fictional MI6 spy instantly resonated with Western audiences in the climate of the Cold War, being seen as a kind of antidote to the prevailing morass of the social order (especially in the US). 007’s talent as a fixer of “global crises” casts him in the guise of a saviour salvaging the world from an inevitable downward spiral into chaos and discord (‘James Bond and America in the Sixties’, Drew Moniot, JUFA, Vol.28, No.3, 1976). Moniot also attributes JB’s popularity in America to the existence of a vacuum of real-life heroes in 1960s society, the emergence of 007, a mythological hero who was invincible, fulfilled that psychological need at that time.

British Bond and foreign Blofeld

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Vicarious🄴 charm of the bon vivant lifestyle
Part of the appeal lies in the character of James Bond. Fleming visualised 007 as fit, sensual, with superior grey matter and a technical wiz, a model of “red-blooded heterosexuality”. He also emphasises Bond’s “Britishness” in the novels, JB’s 100% success rate on missions and in the romance stakes presents Bond as representing the “Best of British”… Fleming’s idea of an antidote to the sad realities of a declining Britain denuded of empire. Leaving aside the ever-present mortal danger to his very existence, Bond leads “a ridiculously good lifestyle (by) any man’s standards”🄵(Undandy), his appearance is akin to a “GQ cover model”; an endless supply of the best alcohol (which the MI6 agent knocks back with worryingly frequency); the best cars (trademark Aston Martin DB5); his apparently irresistible sex appeal to women (‘Bond by rules’, Tim Brayton, 2012, www.alternateending.com). As crime doyen Raymond Chandler neatly put it, “Every man wants to be James Bond and every woman wants to be with him”.

Tropeville central
Aside from JB’s personal magnetism, the series’ catalogue of recurring tropes helps to cement the franchise’s appeal. Familiar ingredients include the default opening sequence depicting 007 in action through the prism of a gun barrel; over-the-top hi-tech gadgets; a smorgasbord of diverse exotic locations; a brisk cocktail of action stunts (car chases, boat chases, ski pursuits, etc); the centre-stage presence of the Bond Girls and of a megalomaniacal arch-villain mastermind; all eagerly anticipated by James Bond‘s legion of rusted-on fans. Also adding value and lustre to the films are the high quality title-songs – like the utterly unforgettably iconic Goldfinger theme, and not far behind that Shirley Bassey classic, Live and Let Die, Diamonds Are Forever, and You Only Live Twice, etc, etc.

Bond, tapping into the zeitgeist of the day
One (insider) view on the longevity of James Bond comes from those at the helm of the multi-billion dollar franchise today, Cubby Broccoli’s daughter Barbara and his step-son Michael Wilson. Broccoli’s heirs attribute the success to the family having managed to keep hold of the franchise’s reins throughout its entire history, and to JB’s and the franchise’s adaptability, 007 being able to change with the times🄶 (‘Why James Bond Has Endured For So Long, According to the Franchise Producer’, Joshua Meyer, Film, 8-Dec-2021, www.slashfilm.com).

Footnote: James Bond, books v films
The early
James Bond movies kept pretty faithful to the plots of Ian Fleming’s crime thrillers, however as the series went on, the screen adaptations bore increasingly less resemblance to the novels (eventually everything except the Fleming titles were jettisoned). Other differences relate to the protagonist himself, 007’s proclivity for terminating with extreme prejudice (and without a skerrick of compunction) the various henchmen aligned against him increases tenfold from the books to the movies, as does his appetite for sexual conquests whilst on the job. Another point of departure from the novels for the films is the lack of story continuity from one picture to the next (eg, Bond in a grieving state at his wife’s murder at the end of On Her Majesty’s Secret Service doesn’t get a mention in the follow-up Bond feature).

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🄰 probably the closest to it is the Star Wars franchise (1977 to the present)

🄱 there was in addition one non-Eon Bond film, Never Say Never Again, a Taliafilm production

🄲 even Bond’s snobbish swipe at the Beatles in Goldfinger at the height of Beatlemania in 1964 didn’t dent his appeal with the public

🄳 with one or two notable exceptions…On Her Majesty’s Secret Service ends with the death of Mrs James Bond and No Time To Die ends with the death of 007 himself

🄴 in creating the overachieving superspy Fleming was in fact acting out his own vicarious impulses…endowing 007 with the sort of ideal, action-man hero lifestyle that the writer dreamt of

🄵 one writer characterised it as “elegant lifestyle porn” (Brayton)

🄶 one example: in the rebooted Skyfall (2012), the film and JB concern themselves with the very real and very contemporary threat of the ubiquity of the internet and cyber-terrorism

Inspiring the Creation of Secret Agent 007: The Template of a World War 2 Yugoslav Spy

Biographical, Cinema, Creative Writing, Literary & Linguistics, Popular Culture


The James Bond film series, is the world’s most successful and enduring movie franchise, since 1962, 24 completed feature films and with another currently cooling it’s post-production heels in Covid lockdown…a franchise that seemingly has not yet run out of steam. The 007 phenomenon has inspired countless imitations in cinema and television. This has ranged from blatant rip-off imitators trying to capitalise on its impetus in the Sixties (“Matt Helm”, “Our Man Flint”, “The Man From U.N.C.L.E.”, etc.) to playing it for laughs parodies (“Get Smart”, “Austin Powers”, “Johnny English”).

(Photo: Britannica)

But where did the original creator of the James Bond novels, Ian Fleming, get his inspiration for the iconic character from? We know that Fleming’s own lived experience and background—as a British naval intelligence officer in WWII—made him an insider in the world of espionage, double deceptions and counter-agents. Obviously when the Caribbean-domiciled Fleming came to put pen to paper and create the fictional James Bond in the early Fifties, he drew on many of the real-life acquaintances he had met in the ‘workplace’❋.

In his lifetime Fleming never said definitively who the principal model for 007 was, but the consensus seems to gravitate towards a Serbian double agent Dušan (‘Duško) Popov, someone Fleming came across in the course of his own intelligence career. A famous scene in Casino Royale (Fleming’s first James Bond novel) further advances the association of the world’s most celebrated fictional spy with Popov. Bond’s besting of a powerful Russian criminal at the baccarat table in Casino Estoril (Portugal) in the book/film mirrors an exchange Fleming observed first-hand when the real-life spy spectacularly called the bluff of a boastful Lithuanian gambler in a baccarat game at the same location.

Popov stumbled into the espionage game after being arrested by the Gestapo. To get out of that pickle Popov agreed to spy for the Abwehr (German intelligence agency). While in England he was recruited by MI6 and turned double agent✫. During the war Popov managed to feed a steady stream of misinformation to the Nazis about the Allies’ movements, strength, etc. Most productive for the Allies was his role in Operation Fortitude – Popov helped to convince German military planners that the D-Day invasion of France would occur in Pas de Calais, not Normandy, the actual landing point. As a consequence of Popov’s disinformation, when Operation Overlord was launched in 1944 there were seven German divisions stuck in Calais and unavailable to the Reichswehr in Normandy [‘My name is Popov, Duran Popov’, (Marta Levai), www.0011info.com].

(Image: Getty)

The Serbian counter-spy also tried in August 1941 to alert the US military as to high-level Nazi and Japanese interest in Pearl Harbor, however the critical information which could have averted the military disaster on 7th December was blocked from reaching its target by CIA director Hoover. Hoover distrusted Popov as a double agent, an attitude not allayed by Popov’s reputation as a womaniser and playboy.

(Source: www.newspapers.com)

After the war Popov’s services were rewarded by the Brits with an OBE, but it wasn’t until 1974 that Popov himself lifted the cover on his war-time espionage activities when he published his autobiography. When asked about comparisons between himself and 007, Popov was dismissive of the hedonistic, jet-setting spy as portrayed on the big screen, remarking that “a spy who drank like Bond would be drunk the first night and dead the second” [‘From the archive: the real James Bond, 1973’, (Observer archive), (Chris Hall), The Guardian, 22-Mar-2020, www.theguardian.com].

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❋ and on those Fleming only knew of, such as the legendary master spy Sidney Reilly [‘Novel Man’, (William Cook), New Statesman, 28-Jun-2004]

✫ at one point Popov was also spying for the Yugoslav intelligence service, making him a triple agent

Malice in Tinseltown: Hollywood’s Role in the Cold War and the Spy Sub-genre

Cinema, Media & Communications, Society & Culture

Like the ‘Hot’ War (WWII) preceding it, the Cold War has always been fertile ground for the stuff of Hollywood drama (and melodrama). Right through the era the alleged plots of communists, whether identified explicitly or implicitly, provided inspiration for writers and directors of both film and television. The persona of the vilified communist agitator neatly slotted into the ‘bad guy’ role once occupied by the native American Indian in Westerns, particularly conveniently so at a time when the Western was starting to lose its mass entertainment appeal on cinema and TV screens.

The Avengers’: Gentlemen’s bowler hats & sexy black leatherwear

In the political aftermath of the Second World War the USA and the USSR found themselves locked into an international power struggle for global supremacy with the capitalist system pitted against the communist one, culturally as well as militarily and economically. In the prevailing atmosphere of tension and mutual distrust, espionage and counterintelligence flourished. Inevitably the new international “spy game” found its way on to the pages of novels, comic books and into films and television. In the 1960s the interest in the espionage/sabotage dimension of the Cold War escalated into a “spy craze” on both the big and the small screens. On television two successful British spy series, Danger Man and The Avengers❈, both preceded the first film of the cinematic espionage game-breaker, the James Bond series.

The espionage/spy film sub-genre of course did not begin in the 1960s but can be traced back to the pre-war era with its first-wave popularity established to a large extent by suspense king, Alfred Hitchcock, with films such as The Man Who Knew Too Much, The 39 Steps, Secret Agent and Sabotage [AMC Film Site, (Suspense/Thriller Films), www.filmsite.org ]. The driving force for the popularity of the 1960s Spy movie was the extraordinary (and enduring) success of the James Bond Agent 007 series franchise. The Bond movie phenomena spawned a flurry of imitators, including parodies (some good, some mediocre or worse), from the mid-sixties, eg, Our Man Flint, The Silencers (Matt Helm series), The Ipcress File, Agent 8¾, The Spy Who Came in from the Cold, The Spy with a Cold Nose, Torn Curtain, A Dandy in Aspic, The Man from U.N.C.L.E., I Spy, Get Smart, etc.

Despite the Communism (Soviet Russia) V Capitalism (America) conflict being at the core of the Cold War drama,it’s cessation by the early 1990s did not result in the demise of the TV and film spy genre, far from it! James Bond, post-Soviet Union, pits himself against “an (unnamed) international terrorist network far more amorphous than the KGB”. The ongoing success of the Jason Bourne series of movies in a post-9/11 world sees special agent Bourne foiling the evil schemes of one terrorist ring after another, some with a seemingly Slavic hue to them, others projecting something more generally Middle-Eastern in flavour. It seems, as Tony Shaw put it, “that the Cold War had never really gone away, at least not from our cinema and television screens” (T Shaw, ‘Hollywood’s Cold War’, Australasian Journal of American Studies, Vol. 21, No 1, Jul. 2008).

The original on-screen preoccupation with the theme of the Cold War has its origins in the McCarthyist intrigues in Hollywood. From 1947 the House Committee of Un-American Activity (HUAC), spearheaded by Junior Republican Senator Joseph McCarthy, turned its attention on Hollywood with a view to systematically weeding out communists and “fellow travellers” from the film industry. As the fear and paranoia generated by the ‘Red Scare’ impacted on Hollywood, the studio moguls responded to HUAC’s pressure by voluntarily climbing on board the anti-communist witch-hunt for ‘subversives’, commissioning films with an undisguised anti-communist message. The upshot of the Committee turning the torch on Tinseltown was sadly the ‘blacklisting’ of many promising actors and behind-the-camera practitioners. Rising actors like Larry Parks and John Garfield had their careers truncated or ended by the activities of HUAC, as did the group of writers, directors and producers known as the Hollywood Ten.

Emerging post-war social realism films stymied
The big studio heads’ decision to focus on films exposing the supposed communist infiltration of the United States also had an adverse effect on social realism films which in that same year (1947) were starting to have an impact. Hollywood’s enlistment in the war against internal communism largely put paid to the trend towards “problem pictures” dealing with social issues such as anti-Semitism (Gentlemen’s Agreement), alcoholism (Smash-Up) and schizophrenia (Possessed)[Daniel J Leab, ‘How Red was my Valley: Hollywood, the Cold War Film, and I Married a Communist‘, Journal of Contemporary History, 19(1), Jan. 1984].

Following 1947 there was an ongoing sequence of crudely propagandist “Reds under the bed” films with titles like Walk a Crooked Mile, The Red Menace, Conspirator, I Married a Communist, Invasion, U.S.A., The Jet Pilot. The movies and especially ones like John Wayne’s Big Jim McLain and My Son John (both 1952 releases) overtly attacked the communist lifestyle and sought to show that subversives were actively at work undermining the American fabric of life. Most of the stock standard B-movies seeking to exploit the Red Scare were abysmal, often completing losing the plot and portraying Communism more as “a variety of gangsterism” than as an alternative ideology systematically trying to achieve world domination [ibid.].

Hollywood domestic shock/horror & scandal 40s & 50s style

Other US anti-Red films took a more indirect if thinly-veiled approach. Them (1954) employed the allegorical device of megasized mutant ants threatening society to convey the communist menace. The Invasion of the Body Snatchers (1956) was thematically similar, depicting emotionless alien clones (read ‘Communists’ infiltrating Planet Earth). California Conquest (1952) put the issue into a historical context: Spanish Californians circa 1840 thwart a Russian attempt to take over the Pacific Coast colony [ibid.]. I Married a Communist (1950) took the laboured, crude message to a new height (perhaps that should be depth!). This RKO film was a pet project of Howard Hughes, the only Hollywood studio boss who fully shared HUAC’s conviction of the ‘Red Peril’ to heart, fervently launching his own anti-communist crusade within RKO. Hughes went so far as to remove the individual credits from industry persons he suspected of being communists [ibid.].

The television arm of Hollywood similarly wasted no time in jumping on the anti-communist bandwagon. From the early fifties right through the decade the studios turned out a slew of short-lived, jejune Cold War TV dramas with homogeneous-sounding names such as Shadow of the Cloak, The Door with No Name, Foreign Intrigue, I Spy (two distinct series used this title 10 years apart), Secret File, U.S.A., Top Secret, Passport to Danger, Behind Closed Doors. Counterspy was another one, interesting only because it had started life as a WWII radio drama with Nazis as the villains, only to be upgraded in the Cold War, swapping Nazis for communists as the new villains [‘Commie Fighters of the ’50s’, www.for-your-eys-only.com ]. The sole stand-out fifties spy series with any kind of longevity was I Led Three Lives, which dramatised the real-life experiences of American double agent Herbert Philbrick [‘The anti-communist spy as TV entertainer’, www.jfredmacdonald.com].

By around the end of the fifties the Cold War films and TV series of this ilk with their crude, oversimplistic and formulaic style, as West versus East propaganda had become out-of-date. McCarthyism was on the downward slide, détente had started to thaw out international relations with the Eastern Bloc. The ideological enemy to Americans was no longer a singular one, Communist China had cemented itself as the new bogeyman for the self-appointed guardian of democracy. The perception was now, mixing racism with politics, that a yellow threat to the Free World was a factor along with the earlier red one [Leab, op.cit.].

The Iron Petticoat’ 1956

The flip side of the McCarthyist-inspired pictures of the 1950s which were driven by the hysteria and paranoia of the communist witch-hunt was a whole host of movies which sought to exploit the Cold War for laughs. Among these pseudo spy/espionage comedies was My Favourite Spy, The Iron Petticoat and The Mouse that Roared (1950s), Carry On Spying and The Russians are Coming,The Russians are Coming (1960s), through to Spies Like Us and Stripes (1980s). These sort of movies tended to portray Russian agents and military types as often bungling, humourless semi-robots (or if female, stereotyped as cold, charmless and unsexed).

Casino Royale’ 1967

Note: the ‘spoofiest’ of all Bondesque films was the one based on the book written by the Bond author himself, Ian Fleming, Casino Royale (1953) (Ex-agent Fleming’s first James Bond novel), with David Niven (Sir James Bond) and Woody Allen (little Jimmie Bond) as the most absurdist of James Bond incarnations! Also see PostScript.

The Cold War has been the subject or inspiration for countless films and TV episodes over the past 60-plus years. The form of the sub-genre has shifted over time. In the black-and-white 1950s we had the crude, sombre “Reds under the bed” films and television programs. In the 1960s the hysteria diminished and celluloid representations of espionage were generally less bleak than in the preceding decade. The Ur-secret agent James Bond Agent 007 was the measure and model of the sub-genre, the unbroken series of films kicking off with Dr No in 1962.

PostScript: Spy Spoofery
The secret agent trope was in itself inverted with the advent of spy spoofs on cinema and TV screens (most famously Get Smart, but also Austin Powers, Johnny English, Spy Hard). The TV and movie spy satires weren’t really interested in peddling an anti-communist message, their creators just wanted to exploit the Cold War genre for all its comedic worth!

With the demise of the Cold War in the early 1990s, the slick, transparently escapist Bond film (not to mention it’s myriad of imitators using or misusing the skills of actors like James Coburn, Dean Martin and Dirk Bogarde) reinvented itself by discovering new (non-Soviet) antagonists and dangers, and the franchise continues to be mega-profitable, churning out a new Bond film for a receptive and insatiable global audience every couple of years.

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❈ Christopher Bray makes an intriguing comparison of the motives (or lack thereof) of The Avengers and James Bond. Whereas Bond’s rationale was clear cut, to stop Spectre from achieving its goal of world domination, Steed and Mrs Peel enter a Kafkaesque world each week to avenge the murders of public servants by villains acting for some ‘unseen’ and ‘unknown’ powers whose seem utterly motiveless, Christopher Bray, 1965: The Year Modern Britain Was Born (2014)