What's changed since is that Bond alone isn't the event any more. It needs some kind of added attraction factor to make these films the huge hits they need to be to justify the budget. I agree, that probably may be a dangerous route for the series. Only - I don't really see how this development could be avoided. Could have been avoided, as it's now an ongoing trend for some time already.
Good point: Bond alone isn't the event he used to be and for a long while the marketing has made an effort to justify the making of yet another Bond film, but the only recent trend I've noticed is that they keep trying to push each film as a worthwhile film and not just another Bond film. During the Craig era they've so far lived up to the promise.*
But I'm not sure I fully understand you: you've summed up how blockbuster cinema - and its marketing - works in general; how does this relate to Bond specifically? Before SkyFall (which still simply let the director-crew-and-cast prestige speak for itself rather than shove it down the audience's throat) what 'added attraction' did the Bond films feel obliged to include?
*(yes, I even include QoS. It's not just another Bond film, regardless of how far it succeeds as a film.)
Well, it started with CASINO ROYALE being the reboot-Bond, the 'start-of-a-legend'-Bond. And even though you could almost totally ignore that angle - deliberately shot and cut so as not to alienate too many old fans - it obviously went in a different direction by the decision to have Craig as Bond, someone not previously regarded as the cinema-Bond material. QOS tried to play that angle a little longer by being the first direct sequel, an advantage possible because of the end of CR and the unsolved riddle about Mr White. They could have just continued with a by-the-numbers entry, without any reference to the events of CR, yet they chose to squeeze that material for more and spin on another yarn from the product. Of course audiences who had seen and liked CR were eager to get the full story.
Sadly the idea of a direct sequel hadn't been concrete enough by the time CR wrapped and when QOS finally went into production not much of a script had been available. But the general idea had obviously been to have art-house director Forster - after a fashion - continue the tale of Bond becoming Bond. Not just another Bond film, a Bond film with a distinctive meaning for the entire series, a claim grabbed from CR and carried on regardless.
Finally SKYFALL. I think that one very much was marketed as 'A Sam Mendes film'. It's the one Bond film where they actually waited for the dust to settle and the investors being sung back to sleep by 'New MGM', after being squeezed out of most of their investment. A script by Morgan with a supposedly shocking development, which in turn was dropped in favour of one by Logan with either the same shocking element or another. The hype around this one wasn't just the because of the - by now standard - viral marketing and the ingeniously placed youtube snippets and production diary. It was also that vibrant undertone of 'now Mendes is selling out to mainstream' - as if his work hadn't been mainstream all along - and 'now he's shooting for money' - as if he ever had done it for free or for a beer lorry. Mendes's involvement was massively capitalised for SKYFALL, in a way I don't think Apted, Spottiswoode and Tamahori ever were. This was a film critics and a considerable part of the audience wanted to see because of Mendes, too. And some just because of Mendes, no doubt.
Edited by Dustin, 23 May 2013 - 02:38 PM.