Published: 23 Dec 2024
Curriculum links: This case study can be used for those studying 'Component 1: Exploring the Media' on the GCSE WJEC / Eduqas specification.
No Time To Die is the 25th instalment of the long-running franchise about the fictional British MI6 agent, James Bond. Like all the previous Daniel Craig era Bond movies, the BBFC rated No Time to Die 12A.
In the movie, Bond is forced out of retirement when a new adversary, Russian terrorist, Lyutsifer Safin (Rami Malek), threatens to unleash a deadly biochemical weapon. Bond’s 007 title has been succeeded by another secret agent, Nomi (Lashana Lynch), and the two are reluctantly brought together with the same objective: to save the world from destruction.
Classification Issues
No Time To Die was released in cinemas in September 2021 with a 12A age rating for moderate violence, infrequent strong language.
Violence
The 12A rating is established from the opening of the film - the longest pre-title sequence of any Bond film - in which a young Madeleine Swann witnesses the murder of her mother by Safin. It’s a chilling sequence, particularly when Safin’s laboured breaths are heard below his blank white mask. The focus on domestic threat, which incorporates elements of horror such as a masked killer invading a victim’s home, is somewhat unusual for a Bond film. However, the sequence aligns with our Classification Guidelines at 12A which state that violence should “not dwell on detail” and only feature “occasional blood and injuries”. For example, the shooting of Madeline’s mother occurs off-screen and, when Safin is shot, bloody detail is only seen in the aftermath when his body is dragged through the snow.
Other violence occurs in contexts far more familiar to the franchise including intense car chases, scenes of hand-to-hand combat and shoot-outs.
When it comes to violence, our research consistently shows that audience expectations of particular genres and franchises can lessen the strength of certain content issues. This is the case with Bond and violence; audiences are less likely to be overwhelmed by the violence given their prior expectations and experience of the preceding 24 films in the franchise. We can apply this ‘known quantity’ principle to other franchises such as the Marvel Cinematic Universe and The Fast and The Furious series.
Language
Language is the only other lead content issue at 12A and includes a single use of the term ‘f**k’, as well as other milder terms.
Industry considerations
Like most films from the James Bond franchise, No Time To Die was first submitted to the BBFC using our advice service. As part of this process, filmmakers or distributors can get detailed feedback on what age rating their movie is likely to achieve before it is given a formal film classification.
We can provide this feedback even in the very early stages of a film’s production: from early concept ideas such as scripts and storyboards, to early rough cuts, or more advanced edits of a film. We will also provide guidance on any changes that may need to be made if our advised rating is not the age rating a filmmaker or distributor was hoping for.
While we provided Universal with our advice feedback in February 2020, it was not until September 2021 that No Time To Die was submitted for formal classification. This meant that compliance staff at the BBFC had to keep the movie’s bombshell ending under wraps for over a year!
Changing times, changing Bonds, changing standards
Despite No Time To Die’s ending (no spoilers here), James Bond continues to be one of the most iconic film franchises of all time. While these films will continue to be enjoyed by its committed fanbase, the secret agent is likely to appeal to newer and younger generations of viewers as the characters, cast and script adapt to reflect wider developments on-screen in terms of representations of race and gender.
As with changes in representations, come changes to what audiences think. Our age rating decisions are shaped and supported by what people tell us. In our most recent research consultation, we spoke to over 12,000 people across the UK about age rating decisions and various classification issues from U to 18. From this research, we found that some James Bond films would likely receive higher age ratings if they were to be submitted to the BBFC again for classification:
Goldfinger, the 1964 film starring Sean Connery as Bond, would no longer be acceptable at PG for a scene in which Bond overpowers and kisses Pussy Galore (Honor Blackman) despite her initial resistance and lack of consent.
From Russia with Love, another Sean Connery instalment, would likely go from PG to 12(A) now because of the strength of the violence in the film.
It is because of our regular research that we can remain in step with changing societal attitudes, and deliver age ratings that reflect the current views of people in the UK - helping audiences to make informed viewing choices.
Suggested viewing
Casino Royale (Martin Campbell, 2006). 12
On Her Majesty's Secret Service (Peter Hunt, 1969). PG
The 355 (Simon Kinberg, 2020). 12
Discussion points
There are several references to previous James Bond films in No Time To Die. We call this referencing ‘intertextuality’. What references did you spot?
Why do you want to make sure the film would receive a 12A rating? What impact do you think this would have on the film’s audience?
To what extent does the film’s marketing position the film as a ‘legacy’ franchise?
