Riz Ahmed takes on a new role in Prime Video’s upcoming comedy series “Bait,” which made its world premiere on the opening night of the 2026 Sundance Film Festival. The Oscar nominee not only stars in the series but also writes it, playing a struggling London actor whose life takes a turn when his audition to become the next James Bond goes viral. However, Ahmed clarifies that the series is more about life’s audition process than focusing solely on Bond himself.
During a Sundance interview with co-star Guz Kahn at the Variety Studio presented by Audible, Ahmed shared his inspiration for the series, stating, “The difference between public and private self. What inspired it is sometimes life feels like one big audition. We’re all trying to prove ourselves online, chasing the validation of strangers and looking for approval. I wanted to make a show that explores that.”
Despite the focus on life’s auditions, Bond is still a significant theme in “Bait.” With the 007 franchise undergoing a reboot backed by Amazon, the same studio behind the series, Ahmed jokingly refers to his role in “Bait” as his audition for Bond. He challenges viewers to watch the show and not think he should play the iconic character.
Amazon’s upcoming James Bond movie, directed by Denis Villeneuve, marks the first installment post-Daniel Craig’s era. While the new Bond actor has yet to be announced, rumors suggest that Jacob Elordi could be in the running. Ahmed humorously reacts to the casting rumors, emphasizing his interest in playing Bond himself.
However, Ahmed emphasizes that “Bait” is not solely about Bond. Instead, the character of Bond symbolizes the ultra alpha-male that his character aspires to be, reflecting a common desire to be someone else. The series delves into relatable themes of identity and self-discovery.
“Bait” is set to premiere on Prime Video on March 25, offering viewers a comedic take on life’s auditions and the desire to step into someone else’s shoes. Don’t miss out on this unique and thought-provoking series that blends humor with introspection.
