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Riz Ahmed’s Bait Debuts on Prime Video With Big Swings and Uneven Steps

The six-part series leans on real James Bond lore to question who gets to embody British identity.

Overview

  • All episodes are now streaming on Prime Video, drawing a fast wave of reviews focused on the show’s ideas and execution.
  • Ahmed plays Shah Latif, a British-Asian actor whose life spins after a tabloid fuels talk that he could be the next 007.
  • The story digs into representation, racism and the costs of fame, using the Bond casting frenzy as the hook for a broader critique of media spectacle.
  • The show blends satire and surreal scenes, including a talking severed pig’s head voiced by Patrick Stewart, as it depicts Shah’s deteriorating mental state.
  • Critics praise Ahmed’s command and the family dynamics, with Guz Khan singled out, while many fault abrupt tone shifts and crowded plotting.