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Arriving this weekend is James Bond Day, in case you missed it – October 5th has become a global festivity focused on all things 007, due to this being the anniversary of the world premiere of Dr No, featuring Sean Connery, during 1962. Think of it similar to the Star Wars celebration, but with less creature costumes and a whole lot more sophisticated style.

A Low-Key Celebration Now

Yet this time around, the coming of James Bond Day is a bit like a damp squib. Not long has passed following the filmmaker was announced as the director the next Bond film earlier this year, and shortly after when Peaky Blinders’ Steven Knight was hired to write the script. Yet there has been scant evidence since then of the new 007 actually being revealed, and even less sense about the direction this long-running series will proceed. What remains are unconfirmed reports from entertainment outlets suggesting that the creative team will be looking for a fairly young Brit, who might be from a diverse background yet will not be a female actor, a franchise star, or somebody we’ve vaguely heard of.

Disappointment for Betting Agencies

Undoubtedly, this represents a setback for the many internet betting sites who have been making a pretty penny for some time by attempting to persuade gamblers that the competition is between Callum Turner, Aaron Taylor-Johnson, Henry Cavill, Theo James, Leo Woodall and that hunky guy in Saltburn who’s secretly Australian.

Going Back to Unfamiliar Faces

Notably, the last time the movie franchise chose an absolute newcomer was in 1969, when George Lazenby for a short time carried the iconic pistol. Before that, Sean Connery was not famous: he had had several supporting roles and done a bit of theater and modeling jobs while also employed in fitness and milk delivery in Edinburgh before landing the main character in the debut movie. The film's producers intentionally rejected an established star; they sought someone fresh who the public would see as the actual character, instead of a star in the role.

Repeating this trick could turn out to be a brilliant tactic, similar to how it worked in the early 1960s.

The Villeneuve Factor

But getting Villeneuve involved indicates that there is no get-out clause whatsoever should the next 007 turns out to be wooden. Dialling up the ridiculous devices and double entendres is not feasible when your new director is a serious filmmaker of genre film-making best known for ponderous sci-fi epics in which the most intense element is deep philosophical tension.

An aggressive type in black tie … Craig's debut in Casino Royale.

A New Direction for the Franchise

Nevertheless, to a large extent, bringing in Villeneuve tells us everything we need to know about the new post-Craig phase. It's unlikely there will be stealth automobiles or double entendres, and we probably won’t be getting the southern lawman again shortly. These changes are, of course, absolutely fine for those who prefer the secret agent with a modern twist. However, it leaves unclear how Villeneuve’s take regarding the stylish official killer will stand out compared to previous Bonds from the recent past particularly should the new era opts not to place the plot in the initial decades.

Redefining All Chapters

Craig stood out at once as a different type of elegant secret agent as he appeared on the scene in the 2006 film, an aggressive figure in black tie who would never be caught dead with ridiculous gadgets, or exchanging suggestive lines with Denise Richards during bomb disposal. He made Brosnan's tech-dependent charmer that just a short time before was viewed by many the finest agent since the original, appear as a karaoke Connery badly reheated. This is not unprecedented. Lazenby (briefly) followed Connery, Brosnan followed the underappreciated Dalton, and the silly final Moore films followed brilliantly dead-eyed and callous early Roger Moore. All franchise chapters redefines the last one, however, every version remains in their own way the iconic spy, deserving of a toast. It feels odd, as we apparently celebrate this year’s Bond Day, that the occasion calls to toast one who remains unidentified.