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However, tension arose when reports indicated that Barbara Broccoli, a key figure in the franchise, had expressed dissatisfaction towards Amazon's executives. Describing them as “effing idiots,” Broccoli’s frustrations peaked when Amazon allegedly referred to the Bond franchise as "content,” a term that she felt undermined the cinematic artistry and unique legacy that the franchise represents.
The culmination of these tensions led to a dramatic financial negotiation, resulting in Amazon reportedly paying the Broccoli family an astonishing $1 billion to assume full creative control of the franchise. This substantial sum came alongside Amazon’s earlier investment of $8.5 billion to acquire MGM, showcasing their commitment to the Bond brand.