Article
Witty one-liners and improbable gadgets were once the essence of James Bond.
But the comic scenes that reached their peak during the Roger Moore years have all but disappeared because the films now cater to Asian audiences who don’t understand the British sense of humour, according to John Cleese.
The Monty Python star appeared opposite Pierce Brosnan in two 007 films: playing an assistant to Desmond Llewelyn’s Q in The World Is Not Enough (1999) and as Q himself in Die Another Day (2002).
He was not invited to reprise his role, and now says the Daniel Craig films have the “fundamental flaw” of being unfunny and too stuffed with action sequences.
In an interview with Radio Times, Cleese said: “I did two James Bond movies and then I believe that they decided that the tone they needed was that of the Bourne action movies, which are very gritty and humourless.
“Also, the big money was coming from Asia, from the Philippines, Vietnam,
Indonesia, where the audiences go to watch the action sequences, and that’s why in my opinion the action sequences go on for too long, and it’s a fundamental flaw.
“The audiences in Asia are not going for the subtle British humour or the class jokes.”
The franchise took a darker turn in 2006 when Craig made his debut in Casino
Royale.
The character of Q was ditched altogether, and the closest Bond came to cracking a joke was when he greeted a barman’s “shaken or stirred” query by snapping: “Do I look like I give a damn?”
Casino Royale’s director, Martin Campbell, said at the time he had tried to film “more realistic” action scenes, adding: “We kept away from gadgets. We couldn’t suddenly have John Cleese storming in with a rocket car.”
Cleese’s brief run as Q followed Llewelyn’s 36 years in the role, during which he supplied Sean Connery and the Bonds who came after him with ingenious spy gadgets.
After a hiatus, Q reappeared in the 2012 film Skyfall, played by Ben Whishaw. The joke this time around was that he looked barely old enough to be out of short trousers.
Sir Roger Moore has described Craig as the finest actor to play Bond but acknowledged that the films are now far more action-based than in his day.
He said of Craig in Casino Royale: “My God, he did more action in the first half – in the first second – of the film than I did in all the Bonds put together. He’s brilliant.”
Of his own films, including The Spy Who Loved Me and The Man With The Golden
Gun, he said: “I always felt you should let the audience share the joke.”
Cleese’s comments shine a light on the importance of the Asian market to Hollywood film studios.
The most recent example is Edge of Tomorrow, the £100 million Tom Cruise blockbuster. It performed poorly in the US but its fortunes may be saved after it topped the box office in Indonesia, Taiwan and South Korea.
Casino Royale was the first Bond film to be shown in China, with Craig flying in to attend the premiere in Beijing.
The last, Skyfall, opened to strong box office numbers but was edited by Chinese censors, with references to prostitution in Macau and torture by Chinese interrogators cut out.
ASSIGNMENT BRIEF
You have been retained by the British Film Industry (BFI) to write a report considering the matters of concern below. These matters are of import to the BFI since British Film exports amounted to USD$266 million in 2013. This is a market which the BFI is looking to expand. To this end they have asked that you consider the below article from the Telegraph: (shows above) The BFI is particularly interested in the socio-cultural, institutional, technological and political factors affecting the market. The client feels you are well placed to advise them on the situation, as a result you have been asked to advise on China. They are, however, seeking a substantial report on the market and their position in it.
DIRECTIONS
Using the article as the beginning of your analysis; address each of the client¡’s concerns in turn. The client is seeking a fully researched and supported paper. They do not speak or read Chinese.
QUESTIONS [weighting in brackets]
1. How and why do the Chinese and British film industries and markets differ? Consider relevant socio-cultural, technological and political factors. [20%]
2. How successful has the Chinese Government been in protecting their film industry from external competition and influences? Why has this been important for China? [30%]
3. What are your client’s long term prospects in China? What are the opportunities and threats that your client may face in a changing Chinese market?
[30%]
Notice, Consider the effect of PESTLE(macro environmental factors) and also internal factor, also apply them in essay.
Framework:
Question 1
Question 2
Question 3
Reference list
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