Abstract

This study critically explores why the four latest installments in the Bond franchise do not resonate well with younger millennial audiences who are poised to constitute a considerable size of movie consumers in the near future. Using an inductive approach, four CinemaSin videos criticizing the four Bond movies under study are analyzed, described and categorized. 10 categorical criticisms alongside four common preferences of millennial movie goers: authenticity, creativity, diversity and ease at which content can be related to, are used to develop six propositions that are associated with a potential to increase the appeal of future Bond movies among younger millennials