As Amazon-MGM searches for a new James Bond to restart the iconic film series, their streaming service, Prime Video, is planning a humorous show about the casting process itself. Called Bait, and starring Riz Ahmed (who was nominated for an Academy Award), the show centers on Shah Latif, an actor who gets a huge break when he’s considered for the role of 007. Prime Video has just released a short preview showing Latif’s family’s excited reaction to the news that he’s auditioning for the part.
Starring alongside Ahmed, Bait features Guz Khan (known from Our Flag Means Death), Sheeba Chaddha (Doctor G), Aasiya Shah (Raised by Wolves), Sajid Hasan (Jee Ve Sohneya Jee), Ritu Arya (Umbrella Academy), and Werunche Opia (I May Destroy You). All six episodes will be available to stream worldwide on Prime Video starting March 25th. You can watch a sneak peek below.
Amazon MGM and Prime Video Are All in On James Bond
Hollywood is having a moment with shows that playfully poke fun at itself. This trend really took off with the success of Apple TV+’s The Studio, which recently won a Golden Globe. HBO attempted something similar with The Franchise, hoping to recapture the feel of shows like Entourage and Extras, but it was canceled after just one season. Now, even Marvel is joining in with the upcoming series Wonder Man, promising a satirical look at the world of superhero movies, reboots, and the entire Marvel machine.
Riz Ahmed’s new comedy series, originally called Quarter Life but now known as Bait, was first announced in July 2024, and filming started that September on Prime Video. Amazon acquired a major share of the James Bond franchise in 2021 when it bought MGM Studios, but didn’t fully take control until February 2025, when the producers Barbara Broccoli and Michael G. Wilson relinquished creative control. It’s not known if Bait was always intended as a story connected to James Bond and a way to promote the upcoming film, but it now seems designed to generate excitement for Denis Villeneuve’s reboot.
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The first clip from Bait playfully explores the reaction people might have to a non-white actor being cast as James Bond – a conversation that’s been ongoing since Daniel Craig retired. It’s bound to be compared to whoever ultimately gets the role of 007, and could even draw criticism if the reboot goes with a traditional white lead, considering Prime Video already created a series featuring a British-Pakistani actor as Bond. If Bait is connected to Amazon MGM and Prime Video’s promotion of James Bond, hopefully it indicates the streamer is genuinely considering a diverse range of actors for the part, and isn’t just using the idea for comedic effect.
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2026-01-20 22:17