Bond - No Time To Die Trailer Review: 7 Ups & 4 Downs

1. The "Anti-Progressive" Baiting

With marketing, you have to know your marketplace. You have to know the ebbs and flows of the industry and you have to know what to embrace and what to avoid. That's why Marvel's most genius recent move was clambering aboard the Bond hype train and releasing Black Widow's first trailer yesterday - you move as the industry does or you miss opportunities.

The problem with this trailer is that it's managed to hit on something that has killed two films already this year and not at all intentionally. In suggesting that Bond is outdated (yes, we're going back to this) and that the times have moved on - while having a female sort-of-replacement deliver the line - the trailer has opened itself up to the same "get woke, go broke" furore that met Charlie's Angels before it was released.

Like it or not, a certain type of the most vocal social media movie fans - i.e. the people with an increasingly amount of pull in marketing these days - do not like that sort of thinking. We saw it when the "new female 007" stories broke. We've seen it EVERY time a female replacement for Daniel Craig is even whispered about. It's not right and it's utterly shameful that it happens, but it's also really, really easy to avoid triggering that sort of reaction in a first trailer. And it's also completely advisable as Charlie's Angels and Terminator: Dark Fate SHOULD have proven.

Anyway, hopefully the man-baby reaction won't happen, but it's always a possibility.

What did you think of the first No Time To Die trailer?