Riz Ahmed’s ‘Bait’ Deconstructs the James Bond Dream – and Himself

Amazon Prime Video’s recent six-episode comedy series, “Bait,” starring Riz Ahmed, is generating significant buzz – and a surprising amount of discussion about the future of James Bond. The present, which premiered Wednesday, centers on Shah Latif, a struggling actor who unexpectedly finds himself in contention to play the iconic 007, and explores the complex intersection of identity, ambition, and public perception.

Ahmed not only stars in “Bait” but also created and co-wrote the series, drawing heavily from his own experiences as a British actor of Pakistani descent. The premise hinges on Latif’s audition for the role, a moment of potential breakthrough that quickly spirals into a public spectacle when a paparazzi photo leaks, fueling speculation about the first non-white actor to portray Bond. This unexpected turn of events, as depicted in the series, forces Latif to confront questions about his own identity and the pressures of representation.

The series’ arrival is particularly noteworthy given Amazon’s recent acquisition of the James Bond franchise for $20 million, according to Screen Rant. The purchase led many to anticipate a traditional action-spy series or a reboot, making the choice to launch with a meta-commentary on the Bond mythos a decidedly unconventional move. “Bait” doesn’t offer a straightforward spy thriller; instead, it dissects the cultural weight and expectations surrounding the role of James Bond.

Critics have praised Ahmed’s performance and the show’s daring approach. IndieWire notes the series’ exploration of shame and self-perception, highlighting a pivotal scene where Latif berates himself after a failed audition, questioning his worth and identity. The show delves into the tension between Latif’s desire for mainstream success and his connection to his community, exemplified by his relationship with his cousin Zulfi, who runs a rideshare service catering to London’s Muslim population.

The series also features Guz Khan as Zulfi, and Ritu Arya as Yasmin, Latif’s ex-girlfriend, adding layers to the narrative. A particularly well-regarded episode, directed by Tom George, utilizes extended takes and dynamic dialogue to explore the complex history between Shah and Yasmin, according to IndieWire.

Whereas “Bait” has garnered positive attention for its ambition and thematic depth, some critics have noted its uneven pacing and a sense that it doesn’t fully realize its potential. The New York Times describes the setup as deliberately broad, suggesting the series doesn’t always go where the audience expects. IndieWire suggests the show could benefit from a tighter structure, perhaps as a shorter film or a longer first season with a more developed arc.

Despite these criticisms, “Bait” has achieved a perfect 100% score on Rotten Tomatoes, as reported by Forbes, though the publication notes the show’s unique nature as a comedy complicates traditional critical assessment. The series’ success underscores the growing appetite for nuanced and unconventional storytelling, particularly when it comes to established franchises like James Bond.

The series’ exploration of identity and representation comes at a time of increased scrutiny of diversity and inclusion in the entertainment industry. Riz Ahmed’s own career has been marked by a commitment to challenging stereotypes and portraying complex characters, and “Bait” appears to be a continuation of that effort. The show’s impact on the ongoing conversation about who gets to inform stories – and whose stories get told – remains to be seen.

All six episodes of “Bait” are currently available for streaming on Amazon Prime Video.