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Sundance Today
By the People, for the People
Riz Ahmed's 'Bait' Sparks Debate Over Next James Bond
The actor's new comedy series explores his own Bond ambitions and the universal desire to be someone else.
Apr. 12, 2026 at 11:36pm
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Riz Ahmed's new series 'Bait' explores the actor's own Bond ambitions and the universal desire to be someone else.Sundance TodayRiz Ahmed, the acclaimed actor and Oscar nominee, is stepping into the world of espionage comedy with his new Prime Video series 'Bait.' The show, which premiered at the 2026 Sundance Film Festival, has sparked a spirited debate about Ahmed's aspirations to play the iconic role of James Bond. While 'Bait' is not a direct Bond tribute, Ahmed sees it as his own unique audition tape for the coveted 007 role, challenging viewers to see him as the next Bond.
Why it matters
The Bond franchise is undergoing a reboot backed by Amazon, the same studio producing 'Bait,' making Ahmed's ambitions all the more intriguing. His character's journey of self-discovery and the universal desire to be someone else resonates with many, adding a deeper layer to the Bond discussion.
The details
In 'Bait,' Ahmed plays a struggling London actor whose audition tape for the Bond role goes viral, sending him on a journey of self-discovery. Ahmed describes the series as a deeper exploration of life's many auditions, capturing the contradictions of his own life and the dichotomy between public and private selves. While the show is not a direct Bond tribute, Ahmed sees it as his own unique audition tape, challenging viewers to see him as the next 007.
- The 'Bait' series premiered at the 2026 Sundance Film Festival.
- The show will stream exclusively on Prime Video starting March 25, 2026.
The players
Riz Ahmed
A versatile actor and Oscar nominee who stars in the Prime Video series 'Bait' and has expressed his ambitions to play the iconic role of James Bond.
Jacob Elordi
A talented actor, Oscar nominee for 'Frankenstein,' and rumored to be a contender for the next James Bond role.
Guz Kahn
Ahmed's co-star in 'Bait' who informed him of the rumor about Jacob Elordi being considered for the next Bond.
What they’re saying
“Everyone has their Bond audition moment. Daniel Craig's was 'Layer Cake,' and this is mine. I challenge anyone to watch 'Bait' and not see me as the next Bond!”
— Riz Ahmed, Actor
“I don't mind who plays Bond, as long as it's me.”
— Riz Ahmed, Actor
What’s next
The debate over who should be the next James Bond, between Riz Ahmed and Jacob Elordi, is expected to continue as the Bond franchise undergoes its reboot and 'Bait' premieres on Prime Video.
The takeaway
Riz Ahmed's 'Bait' has sparked a captivating discussion about the iconic role of James Bond, highlighting the universal desire to be someone else and the challenges of navigating life's many auditions. The actor's spirited performance and his own Bond ambitions have added a unique perspective to the ongoing debate over the future of the 007 franchise.
