It has been quite the week for Amazon. On one hand, the company's MGM Studios boss has been doing his best to reassure 007 fans that James Bond isn't about to become a streaming-only affair. On the other, eagle-eyed Prime Video subscribers have been noticing something rather unwelcome popping up on their screens — a prompt to pay even more for the same quality they've always had.
Bond's Future Is 'Definitely' Theatrical, Says Hopkins
Amazon MGM Studios chief Mike Hopkins has moved to put Bond fans' minds at rest, insisting the world's most famous spy will remain a big-screen franchise. Speaking on Variety's Strictly Business podcast with Cynthia Littleton, Hopkins was asked directly whether Amazon shared the long-held view of former custodians Barbara Broccoli and Michael G Wilson that Bond belongs in cinemas.
"We definitely agree with them. We've made a big investment in theatrical. I would be shocked if that were any different with James Bond in the future."
It's a significant statement. Amazon completed its takeover of creative control of the 007 franchise earlier this year, ending the Broccoli and Wilson family's decades-long stewardship of the series. Since then, the studio has assembled what Hopkins called "the best people in the world" to shape the next chapter — with Denis Villeneuve confirmed to direct Bond 26, Amy Pascal and David Heyman producing, and Stephen Knight on screenplay duties.
But before anyone starts hunting for a release date, Hopkins was refreshingly candid about just how early in the process Amazon actually is. "We are going to try to figure out how does James Bond get into the next chapter and then be relevant for customers for a long period of time," he said, adding: "We're sort of in the bottom half of the first inning." There's no casting news, no title, and no production start date on the horizon just yet. As Bond fans on the film circuit will know, patience is very much required.
Meanwhile, Prime Video Has Been Quietly Putting Up the Price of 4K
While Hopkins was talking up Amazon's big theatrical ambitions, the company has been making a rather less glamorous move behind the scenes. On 10 April, Amazon very quietly rolled out a new streaming tier called Prime Video Ultra — and it means subscribers now have to pay an extra $5 (roughly £4) per month on top of their existing Amazon Prime membership if they want to watch in 4K.
Until now, 4K streaming was one of the things that set Prime Video apart from rivals like Netflix and HBO Max, both of which charge a premium for their top-tier plans. The change was spotted by viewers who noticed a small on-screen prompt while watching shows — including the newly premiered fifth series of Clarkson's Farm — offering an upgrade to ad-free, 4K viewing via the new Ultra plan.
The timing hasn't gone unnoticed either, landing just ahead of Amazon's annual Prime Day shopping event. For those keeping tabs on their lifestyle and household spending, it's worth checking your subscription settings sooner rather than later.
What's Actually Worth Watching on Prime Video Right Now
If you're going to be paying more for the privilege, at least there's something to show for it. Prime Video's current slate includes Every Year After, a swooning slow-burn romance based on Carley Fortune's bestselling novel Every Summer After, starring Sadie Soverall and Matt Cornett as childhood sweethearts reunited by a heartbreaking secret. It's being positioned as the streaming platform's next big young adult drama hit, following in the footsteps of Off Campus.
Whether it's Bond's cinematic future or a surprise hike in your streaming bill, Amazon is clearly making moves — and not all of them are ones subscribers were expecting. Hopkins' assurances about 007 will be warmly received by fans who feared the franchise might eventually migrate to a streaming platform. But as for that extra monthly charge? That one might take a little longer to forgive.
