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James Bond EE Final How has the James Bond Franchise Adapted Over the Last Five Decades in Order to Remain One of the Most Successful Film Series of All Time? Name: Latham Wright Extended Essay Subject Area: Film Word Count: 3988 Candidate Number: 000046-176 International School Manila Session: 2013 Page 1 of 20 Abstract: This essay investigates how the James Bond film series has adapted to fit the changing world and appeal to the expectations of the modern audience through changes in production, story and portrayal of characters. This investigation focuses on four aspects of the Bond franchise that have adapted over the years: the role of women, the actors, production techniques, and technology. To investigate the roles of women will analysed with the gaze theory, showing that in the James Bond films women have gone from being simply elements of the male gaze, to a sidekick of Bond. The range of actors is the most obvious change in the franchise; however, the resulting change that each actor brought to the series will be explored. Film production has changed in general, however this investigation looks at how this change has altered the portrayal of Bond himself and kept the interest of its worldwide audience. Technology has not only changed the production of the film but the story as well. The stories have had to adapt from Ian Fleming’s original texts to be relevant to the era the film was made in. Other action franchises appeared after James Bond and have aimed at challenging his status as the number one action series. Yet, by managing all of aspects mentioned in this essay, the Bond series has remained the most successful action franchise of all time. I have watched many Bond films focusing on those made at the beginning and end of decades including the newest film SkyFall, released 2012. I have also watched many documentaries about the making of the James Bond films along with the bonus DVD’s special features. I purchased many books about the actors and women of the Bond franchise and obtained much of the remainder of my research from online resources. Word Count: 300 Page 2 of 20 Table of Contents Research Question-------------------------------------------------------------4 Thesis------------------------------------------------------------------------------4 Introduction-------------------------------------------------------------4 The Changing Roles of Women-------------------------------------4 The Many Faces of Bond----------------------------------------------6 James Bond’s Fancy Gadgets-----------------------------------------8 Changes in Production------------------------------------------------10 Screenwriting and Adaptation--------------------------------------11 Bond’s Competitors----------------------------------------------------12 Conclusion----------------------------------------------------------------13 List of Figures---------------------------------------------------------------------14 Appendices------------------------------------------------------------------------15 Appendix A----------------------------------------------------------------15 Appendix B----------------------------------------------------------------16 Works Cited------------------------------------------------------------------------17 Page 3 of 20 How has the James Bond Franchise Adapted Over the Last Five Decades in Order to Remain One of the Most Successful Film Series of All Time? Thesis: The James Bond franchise has made many changes over the last 50 years in order to continue being a successful action franchise. Many aspects of history and technology have changed the films’ production, plot and characters. James Bond is a franchise ahead of its time, adapting its production to keep the interest of a worldwide audience. Introduction: In 1952 Ian Fleming wrote Casino Royale, a book about a MI6 agent with a license to kill. His character was based on several men known by Fleming during the war and a little of his own experiences. He created a witty, charming action hero who was to become one of the most iconic characters of film history. The book was the first of its kind, filled with humor and action and received excellent reviews. In 1954, director and producer, Gregory Ratoff bought the rights to make a TV adaptation of James Bond on CBS. The first episode of this series failed to attract sufficient viewers and for this reason production of new shows was canceled.1 James Bond remained off the screen until the early 1960’s when producers Albert Broccoli and Harry Saltzman picked up the story to create the first ever Bond feature film, Dr. No and was the beginning of the James Bond film franchise. Today the films have just celebrated their 50th anniversary, and are still going strong as the second highest grossing film franchise after Harry Potter.2 In this essay I will be investigating how the franchise adapted and changed to keep the greatest spy in film history alive. This success is evident by the fact that the films have been around for over 50 years, and by the box office profits trend for each film bringing in more than the last. The James Bond franchise has been successful and yet not many question how it was able to last so long without becoming repetitive or losing the interest of the audience.3 The evolving aspects under investigation are the role of women, the actors playing the lead role, the use of technology, production, and competition with other franchises; all showing how James Bond has been able to continually stay ahead of it’s time to remain successful. The Changing Roles of Women: Women play a huge role in the Bond films. They have been Bond’s lovers, enemies and even his boss. As women’s roles changed in the real world, they needed to change in the Bond films as well to become more independent and less of a stereotypical femme fatal in cinema.4 "Especially in the last 15 to 20 years, there's been a marked shift in their [Bond Girls] greater involvement in the 1 ITV. South Bank Show. 2008. 2 RSS. The 10 Most Successful Action Movie Franchises Ever at the Box Office. 2011. 3 The Numbers. The Box Office History for James Bond Movies. 2013. 4 Smelika, Anneke. Feminist Film Theory. 2012. Page 4 of 20 action of the story line and also the motivation for Bond, especially Daniel Craig's Bond", Karen Tongson, an English and Gender Professor at the University of Southern California.5 A large part of Dr. No’s success is credited to Ursula Andress’s iconic appearance in the film, which many believe to be the greatest moment in Bond history. Ursula first appears walking out of the ocean in a white bikini.6 Albert Brocoli said, “I think, obviously, at that time, Ursula’s whole look was very different from the women that had come before [in film]. It was a very athletic, very strong, physical look. She meant business, and she is so stunningly beautiful.”6 As the first ever Bond girl, she set the future standard for what a Bond girl should be. The Bond girls in the 60’s were very consistent with Fleming’s novels. Tongson futher comments that, "Initially, Bond girls were part of the aesthetic of the series. They had more transient roles."6 They were purely there at Bond’s disposal and for the gaze of the men watching the films with barely any true purpose in the plot. In the feminist film theory of gaze, the male gaze is defined as the pleasure of viewing of something, often treating women as objects to be looked at.7 Alfred Hitchcock is well known for his objectified gaze on women in his films. Hitchcock used lighting and colours to make the beauty of the actress stand out.8 Similar techniques were mostly used in the Bond films because of how Fleming portrayed them, such as Andress’s dramatic emergence from the water in Dr. No, where she became a direct object of Bond’s and the male audience’s gaze. The female character names such as Honey Ryder and Pussy Galore were not there to be taken seriously, reflecting how the audience was meant to perceive them. They were simply sex symbols of their day.6 In some of the films, Bond went through 3 girls in the first half of the film, showing how disposable they were considered at that time. In the early 70’s the role of women regressed as they became less more obedient. Often they got in the way, causing more problems for Bond. They were damsels in distress, doing nothing for themselves, very similar to most women in Hollywood films at the time. Instead of Bond’s earlier charming tactics, he now forced them to do what he wanted. Bond often tricked them or pushed them into having sexual relations with him.9 By the mid 70’s, Albert Broccoli tried to adapt the films in order to reflect the changing roles of women. “The 70’s was a new time, women were beginning to assert themselves”, continues Broccoli.6 By the late 70’s women were fighting for more rights and were given a larger role in the Bond films in recognition of this. The 1979 film, Moonraker, was the first ever Bond film where the woman was just as capable as Bond. A Bond girl was now no longer primarily a subject of the male gaze; she was a capable aid to Bond and a vital part of the films’ stories. In the 80’s Bond girls were tough, rebelled against Bond and their bodies were rarely shown off.6 After the production of the first Bond film of the 1990’s, GoldenEye, made the filmmakers re-evaluate the image of the Bond girl. At that point they had both kinds of girls; incapable but beautiful, and strong and 5 Daily Herald. Role of Women Evolves during 50 years of James Bond Films. 2012. 6 D’Abo, Maryam. Bond Girls Are Forever. Book. 2003. 7 Paul, S. K. Introduction to Elements of Gaze Theory. 2008. 8 Mulvey, Lara. Visual Pleasure in Narrative Cinema. 9 Cork, John and D’Abo Maryam. Bond Girls Are Forever.
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