As everyone knows, Ian Fleming's novels, which gave rise to the film saga, take place in the 1950s. A universe that some fans and enthusiasts would love to see materialize in the form of a reboot of the franchise. Let's be clear: this will remain a dream, because producing a new James Bond set in the 1950s today would immediately cut off production from its biggest source of income, namely product placement.
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It is important to know that the brands associated with the franchise, representing cars, watches or other luxury clothing, are essential to compensate for the extraordinary production and marketing budgets of the film, and in the case of a retro film, these brands should also be retro! Which would be of no use to current advertisers.
As a reminder, just the two-year delay in the release of the latest No Time to Die, linked to the Covid pandemic, had worried the brands that had signed up, anxious not to present products that were only a few months out of date. We can't imagine the outcry in the event of a reboot that took place in the 1950s...
