Riz Ahmed’s ‘Bait’ Arrives on Prime Video, Winning James Bond Producer’s Approval

Riz Ahmed’s recent comedy series, Bait, is set to premiere on Prime Video on March 25. The six-part series follows Shah Latif, a struggling British-Pakistani actor whose life is upended when he lands an audition for the iconic role of James Bond. The show is unique in that it garnered approval from Barbara Broccoli, the long-time producer of the James Bond franchise, before Amazon acquired the rights in 2025.

A Meta-Comedy About the Audition Process

Bait, written by and starring Ahmed, delves into the chaotic aftermath of Latif’s audition, exploring the intense media scrutiny and personal turmoil that follow. The series examines themes of identity and the pressures of trying to conform to expectations, framing the audition process as a metaphor for life itself. As Ahmed explained to GQ, the show isn’t “really about Bond, it’s about self-love, it’s about trying to be something you’re not.”

Star-Studded Cast and Soundtrack

Alongside Riz Ahmed, Bait features a talented ensemble cast including Guz Khan (Our Flag Means Death), Sheeba Chaddha (Doctor G), Aasiya Shah (Raised by Wolves), Sajid Hasan (Jee Ve Sohneya Jee), Ritu Arya (Umbrella Academy), and Werunche Opia (I May Destroy You).

Adding to the show’s appeal, the soundtrack features “Price Of It All,” a new track by Jorja Smith. The song, described as a “swooning, string-laden ballad,” evokes the atmosphere of a classic Bond theme. The EP-length soundtrack will be released on March 25, with an extended version following on April 16, accompanied by the music video for “Price Of It All.”

Broccoli’s Unexpected Approval

Securing Barbara Broccoli’s approval was considered a significant hurdle, with many warning Ahmed it would be nearly impossible. However, after hearing his pitch and reviewing the scripts, Broccoli gave her blessing, with the stipulation that she not be directly referenced in the series. This approval highlights the show’s respectful and insightful approach to the James Bond legacy.

Part of a Growing Trend in Meta-Comedies

Bait joins a growing wave of meta-comedies that satirize the entertainment industry. Similar shows include Apple TV+’s The Studio, which recently won a Golden Globe for Best Comedy Series, and HBO’s short-lived The Franchise. Marvel Studios is also entering the genre with the upcoming series Wonder Man, a satirical capture on superhero films and the Marvel Cinematic Universe.

All six episodes of Bait will be available to stream on Prime Video starting March 25.