‘Did Craig Daniel die?’

THE BAITING GAME as Amazon MGM Studios reveals the first trailer for its somewhat timely, somewhat clever and somewhat apt new Bond-world comedy series, Bait!

The name’s Ahmed, Riz Ahmed.

And Prime Video’s new comedy show is more than a dress rehearsal – it is a zeitgeist mission tapping into not just a rich vein of pop-culture fever. It is also a Vesper cocktail of now, 2026, a coy wink at culture war ammo and a hint of the energy and talents surrounding 007’s new production home.

‘I want to show what a hero can look like.’

Bait stars Ahmed as Shah Latif – a struggling actor whose last chance it seems to hit big emerges in the form of an audition of a lifetime. Set over four somewhat wild days, Bait is about a life and rumours spiraling out of control, a franchise dominating headlines and a world full of people with an opinion and a phone.

Bait also stars Guz Khan, Sheeba Chaddha, Sajid Hasan, Aasiya Shah, Weruche Opia, and Ritu Arya.

The show is executive produced by Ahmed, Allie Moore and Jake Fuller and produced by Jax Media and Amazon MGM Studios.

Bait
March 25 2026
Prime Video