‘Bait’: Prime Video’s New Action Thriller Takes a Unique Approach to James Bond

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Since Daniel Craig finished his run as James Bond in 2021, the future of the franchise has been uncertain. It’s been five years without a new movie or a confirmed leading actor, and the search for the next 007 has become rather uneventful. Now, a six-episode series called Bait has arrived on Prime Video, releasing all episodes at once on March 25th. Interestingly, it initially received a 100% rating on Rotten Tomatoes – a higher score than any James Bond film, even classics like Goldfinger (which scored 99%).

What really caught our eye wasn’t just the high ratings or positive reviews. Riz Ahmed not only wrote and produced this film, but he also stars in it. And he’s managed to create a story with the feel of a James Bond film, but in a completely original way. It’s pretty remarkable, don’t you think?

What Is Prime Video’s ‘Bait’ About?

Bait follows Shah Latif, a British Pakistani actor, as his life is thrown into chaos when rumors spread that he’s auditioning for James Bond. Over four wild days, his world unravels. The show is a sharp satire, often very funny, but it jumps between different themes – poking fun at the acting industry, exploring family dynamics, dealing with social awkwardness, and hinting at something more serious – without fully committing to any one of them. Kaiya Shunyata of RogerEbert.com praised Bait as “one of the funniest and most electrifying shows of the year.”

Okay, so everyone was really good – Guz Khan, Sheeba Chaddha, Ritu Arya, and Rafe Spall all stood out – but Riz Ahmed? He absolutely owned this. It wasn’t just that he was the lead; he became what this new Bond is all about. He wasn’t just moving the story forward, he felt like a symbol of everything – success, being totally in control, seeming untouchable, and just…cool. Even the way he talked about the vibe of the show felt more insightful than anything you usually get in a typical Bond film.

Why ‘Bait’ Works as a Bond Story Without Being One

Amazon now has complete creative control over the James Bond franchise, taking over from the Broccoli family starting in early 2025. While Denis Villeneuve and Steven Knight are set to work on the 26th Bond film, they’re currently finishing up other commitments, meaning a new movie is still quite a ways off. As of now, no actor has been cast, and there’s no active development happening. In the meantime, the film Bait has filled the gap and is moving forward with its own plans.

Instead of simply copying the James Bond style, the show uses the character as a way to explore deeper issues. Shah doesn’t fail the audition because he lacks skill; he fails because he realizes becoming that kind of person could mean losing what’s most important to him. This question is the heart of the show, and it offers a more insightful look at the Bond legend than the Bond films themselves have in a long time.

The show’s title itself is cleverly layered with meaning. The word “bait” has many interpretations: in British slang, it describes someone who’s overly attention-grabbing, while online it’s associated with trolling. Interestingly, “bait” also means “home” in Arabic and Hebrew, and represents “loyalty” in Urdu. Just like the word itself, the show explores multiple ideas and concepts simultaneously.

The new show Bait currently has a perfect score on Rotten Tomatoes, even surpassing all 27 James Bond films. Goldfinger has a 99% approval rating, and From Russia With Love isn’t far behind at 97%. While only a few reviews are available now, and those scores will likely change, the fact that a show about wanting to be James Bond is actually better than the Bond films themselves is a compelling reason to watch it.

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2026-03-26 00:34