Bond Rebooted : The Transnational Appeal of the Daniel Craig James Bond Films

The James Bond films starring Daniel Craig are amongst the most globally successful films of the twenty-first century. The transnational appeal of these films can only be partly explained by their textual attractions, such as the way they play out ideas of British identity. Much of their success depends on the business of Bond, from rights ownership to distribution. Focus group interviews with audiences in continental Europe also reveal an ambivalence about whether the Bond character and the Bond films are perceived as British or American. This ambivalence extends the appeal of the films to different audiences. This chapter therefore provides new insights into Bond’s enduring transnational appeal.