The document traces the evolution of the James Bond character across film adaptations from the 1960s to present day. It shows how each actor's portrayal of Bond reflected the fashion and pop culture trends of the era in which their films were released. From Sean Connery's 1950s inspired style to Roger Moore's 1970s colorful suits to Daniel Craig's return to classic grey suits and Aston Martin in the 2010s, the James Bond character has continually adapted to remain iconic and relevant within its historical context.
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Casino Royale and FranchiseRemix James Bond as Superhero.docxcravennichole326
Casino Royale and Franchise
Remix: James Bond as Superhero
Robert P. Arnett
"Who am I? I'm Spider-man." Last line Spider-man (2002)
"The truth i s . . . I am Iron Man." Last line Jron Man (2008)
"TTie name's Bond, James Bond." Last line Casino Royale (2006)
Popular media and industry reporting often claim films like
Casino Royale (Martin Campbell, 2006), Batman Begins (Christopher
Nolan, 2005), The Incredible Hulk (Louis Leterrier, 2008), and
Superman Returns (Bryan Singer, 2006) "reboot" their franchises (e.g.,
Cohen 2008). Invoking shutting down and restarting one's computer
provides an inaccurate metaphor for the multiple functions Casino
Royale performs in its position on the timeline of the Bond franchise.
While beginning the James Bond story again in feature film form,
now starring Daniel Craig, it also acknowledges previous feature film
iterations, Ian Fleming's novels, and its fan base at a level of self-
reference not previously seen in Bond feature films. Casino Royale,
more accurately, "remixes" the Bond franchise. "Remixed media,"
according to Lawrence Lessig, take a "wide range of 'texts,'" or
"quotes," and combine them to produce "the new creative work—the
'remix'" (69). Eduardo Navas further explains a remix can be reñexive,
allegorizing and extending "the aesthetic of [the] sampling, where
the remixed version challenges the aura of the original and claims
autonomy even when it carries the name of the original; material is
added or deleted, but the original tracks are largely left intact to be
recognizable" (1). The producers of Casino Royale have "sampled"
the transmediated mythos of James Bond and created a film remix: a
transformation ofthe franchise that acknowledges previous iterations
while claiming its own autonomy.
As Casino Royale unfolds, it argues for its autonomy. The
film presents a hero recognizable as James Bond and a James Bond
not familiar to many fans. As Navas points out, "The spectacular aura
of the original(s), whether fully recognizable or not, must remain
a vital part if the remix is to find cultural acceptance" (1). Cultural
acceptance of big budget, mainstream film resides in its box office
success—bringing in the mass audience. Tony Bennett and Janet
Woollacott's important but dated Bond and Beyond (1987) suggests
part ofthe Bond franchise's cultural acceptance resides its willingness
to change with the times. Bond, Bennett and WooUacott claim, is "[a]
mythic figure who transcends his own variable incarnations. Bond is
always identified with himself but is never quite the same—an ever
mobile signifier" (274). Bennett and WooUacott, as well many ofthe
writers in the essay collection Ian Fleming and James Bond: The
Cultural Politics of 007, cite Umberto Eco's writing on Fleming's
novels concerning Bond as a brand, as something "already there." In
presenting a Bond who is simultaneously "already there" and unknown.
Casino Royale provides a significant, and according to Lessig, new,
artifact in pop ...
2. IAN FLEMMING’S JAMES BOND 1953
James Bond is a fictional
character created in 1953
by writer Iam Flemming
who featured him in
twelve novels and two
short story collections.
The eating and drinking
habits of bond reflected
the personal tastes of the
author.
3. SEAN CONNERY – 1962 TO 1971
Sean Connery
played the role
of Bond in film
in the 1960s,
but his style
was still
determined by
the original
1950s
character.
This 1950s inspired Bond wore the fads
of the time such as hats, Hawaiian shirts,
Nehru jackets, knit ties and black tuxedos
and bow ties.
4. GEORGE LAZENBY - 1969
George Lazeby played
Bond only once, in On
Her Majesty’s Secret
Service, but his 1960s
groovy version went to
later inspire the Austin
Powers series.
Frilly Shirts, Go-Go
Dancers
Suede suits, Flower prints
5. ROGER MOORE – 1973 TO 1985
The James Bond played by
Roger Moore was a very 70s
bond. He wore wide variety of
coloured suits instead of just
black or charcoal grey. He also
had new enemies that were
more superhuman and even into
outer space which a big trend at
the time.
Big print ties, the
Gun holster, wide
lapels, flared pants
and disco
6. TIMOTHY DALTON – 1986 TO 1989
The James Bond played by Timothy
Dalton returned to wearing black tuxedos.
This was more angrier Bond so the
explosions increased but the romances
decreased.
This James bond wears
Black
Like other action heroes of
the 80s he uses assault
rifles more and his pistol
less.
Also the Poster Design is
less of a collage than
7. PIERCE BROSNAN – 1996 TO 2002
When Pierce
Brosnan took Bond’s Boss “M” Old vs New
over James
Bond the
character was
re-launched to
reflect the
Trends of the
90s
FPS Gaming and The BMW replaces
Women Bosses. the Aston Martin
8. DANIEL CRAIG – 2006 TO PRESENT
Daniel Craig’s
Bond is a brute.
This latest version
is physically
powerful, like an
MMA fighter.
There is also the
return of the Grey
Suit and the Aston
Martin.