How Prime Video’s New 6-Part Comedy Pulled Off Its James Bond Connection Explained By Bait Creator Riz Ahmed

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Riz Ahmed is known for his roles in major franchises like Star Wars and the Spider-Man Universe, and now he’s taking on a Bond-esque character with a unique spin in the film Bait.

This Prime Video series, created by and starring an Oscar-winning actor, follows Shah Latif, a UK-based actor who gets a surprising chance to audition for the role of the next James Bond. But what starts as a dream opportunity quickly turns into a nightmare as his life unravels, leading to online harassment and a personal crisis.

Starring alongside Riz Ahmed, Bait also features Guz Khan (known from Army of Thieves), Sheeba Chaddha (who previously collaborated with Ahmed on his version of Hamlet), Aasiya Shah (Raised by Wolves), Ritu Arya (The Umbrella Academy), and Sajid Hasan. The show premiered at the 2026 Sundance Film Festival and then at SXSW, and has received overwhelmingly positive reviews, currently boasting a perfect 100% score on Rotten Tomatoes.

At the SXSW festival, ScreenRant’s Ash Crossan spoke with Riz Ahmed about his new show, Bait. Ahmed described the series as more than just a commentary on the film industry and the James Bond franchise. He explained it’s also a story about family, love, and espionage, especially considering how getting cast in the role unexpectedly changed his life. He sees the six-episode series as a blend of all the genres he enjoys watching.

When questioned about the show’s link to James Bond and the coincidental timing with the ongoing search for a new Bond actor, Ahmed laughed and said the team behind the show didn’t intentionally time the release. He remembers when he first proposed the series, everyone thought it was a great concept, but doubted it would ever be made. They believed the Broccoli family, who owned the rights to the Bond franchise at the time, wouldn’t approve it.

Riz Ahmed explained that Barbara Broccoli was the key decision-maker regarding the film, and understandably, she was very careful with the James Bond franchise. Ahmed argued that his character wasn’t actually about James Bond, but about the pursuit of success. He explained that his character chases Bond because he desires acceptance, confidence, and to embody traditionally masculine traits he feels he lacks. When he presented the script to Broccoli, he emphasized that it was ultimately a story about self-acceptance, with Bond serving as a symbol. To his surprise and gratitude, Broccoli understood his vision and allowed them to move forward with it.

Riz Ahmed’s Bait Pulls From Many Elements In His Life

ScreenRant asked if the story felt personal to me, and if so, what parts came from my own life.

A lot of what you see in the show comes from my own life. For example, there’s a nightclub scene in the first episode that’s based on a real experience I had – I actually got booed off stage while performing, and we filmed the scene in the same place it happened. We also filmed scenes from my childhood in the neighborhoods where I grew up, even the park where I used to hang out with my cousins. I don’t want to spoil too much, but the show really explores how life often feels like a constant audition. We’re always looking for approval and acceptance, and that’s something I think a lot of people can relate to. It’s true for me both as an actor and as a person – we’re constantly trying to present an image that others will like, even though we often feel chaotic inside.

I was just thinking about how different concerts used to be. Remember when no one would bring their phones, and you didn’t have to worry about being filmed?

Riz Ahmed describes the current moment as unsettling, like we’re all forced to hide behind facades. His show delves into what happens when those facades start to crumble – when vulnerability shows, or when we can no longer maintain the pretense.

ScreenRant asked about the effort actors put into ‘campaigning’ for roles, and how they present themselves, especially when playing characters that are important to fans. They wondered if the actor was conscious of their public image while working on Star Wars, and if they felt like they were ‘wearing a mask’ during auditions or while embodying the role.

The show is really about the difference between how we appear to others and what’s actually going on in our lives. It’s about that gap between public image and private reality. I experienced this firsthand when the first cast photos for Star Wars came out – everyone was texting me, saying how great it looked, and how huge the opportunity was. But the very same week, I was banned from my local supermarket! My washing machine broke, so I was carrying a big bag of clean clothes because I had nothing else to wear. I was only wearing bright pink swim shorts and a bright green jacket. I accidentally forgot to scan a pizza at the checkout, and they thought I was trying to steal something, especially since I had a bag full of underclothes. They banned me, and I was trying to explain that I was in Star Wars! They didn’t care – they still thought I was crazy. That experience really highlighted that gap between how things seem and what’s actually happening, and it’s one of the things that inspired me to make this show – to explore that contrast and find the humor in it.

ScreenRant: So, who does that one impression?

We’ve got Sir Patrick Stewart in our show, which is incredible! I don’t want to spoil anything about his role, but he absolutely nailed it. Honestly, I was shocked he agreed to be a part of it – I almost thought it was a mistake! He was our top choice, and on the last day of filming, he told me he’d never read anything like our script before. It was a really moving moment for me, because I grew up watching him in Star Trek and X-Men – he’s a legend. What I really hope people feel when they watch the show is that it’s something truly different, and I’m incredibly proud of our whole team for creating something so unique and hard to categorize. He was drawn to the complexity of the project, and that’s what really got him on board.

ScreenRant: What is the overall plan for the show? Is it limited, or do you have ideas?

Riz Ahmed isn’t sure what the future holds, but they have lots of ideas. He believes audiences will really connect with the characters. He especially enjoyed working with his co-stars – Guz Khan, Aasiya, Sheeba, and Sajid, who played his family – and hopes they can all work together again, but it depends on what happens next.

ScreenRant asked about the choices I make in my career, noting they seem thoughtful and deliberate. They were curious about my process for picking projects and if there’s anything I still hope to achieve in the future.

I really try to pick projects that are diverse and keep things interesting creatively. It’s important to me because I feel like I have many different facets to my personality, and I want to explore them all – both for myself and to inspire audiences to embrace all sides of who they are. There’s one genre I haven’t tackled yet, though: horror. I’m honestly just too afraid to even watch those movies!

ScreenRant: Any of them? What do you think is the scariest movie for you?

Riz Ahmed believes a childhood experience with his uncles caused him lasting trauma. When he was five or six years old, they let him watch scary movies like Nightmare on Elm Street with them, which he feels had a significant impact on him.

ScreenRant: They just kept putting the next one on.

I don’t really like watching horror movies, but I’d be interested in acting in one. I’ve only seen ‘The Ring,’ which I thought was great. I definitely watched Jordan Peele’s films – I really enjoy them because they’re scary but also have important things to say, and they focus on interesting characters. While making my film, ‘Bait,’ I kept thinking about Jordan Peele and how he uses genre to make social commentary. He once said that being Black in America feels like living in a horror movie, which inspired ‘Get Out.’ I’ve always felt that being a person of color in the West is similar to being in a spy thriller, so I used the James Bond genre as a framework for ‘Bait.’ It allowed me to explore my own experiences within that exciting, familiar context.

Be sure to dive into some of ScreenRant‘s other SXSW coverage with:

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  • Dead Eyes Review
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  • Ready or Not 2: Here I Come Review
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  • Family Movie Review
  • Power Ballad Review
  • Seekers of Infinite Love Review
  • Mike & Nick & Nick & Alice Review
  • Over Your Dead Body Review
  • Sender Review
  • Normal Review
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2026-03-25 02:26