In the last month Amazon has released the 007 movie - Road to a Million on Amazon Prime Video (Prime) which is Amazon's subscription video-on-demand (SVOD) services. The biggest investment made into unscripted reality shows in the history of The Grand Tour, it marks the company's first real attempt to make use of this James Bond IP since its acquisition of MGM in the month of March 2022. The show centers around contestants who compete to win PS1 million of cash prizes through a series of James Bond themed spy contests set at iconic locations that were used in the film. The show's host (and portraying an iconic James Bond arch villain stereotype) the show is Brian Cox, fresh from his Golden Globe winning performance as Logan Roy in HBO's Succession. Cox portrays "the controller" and sets the demanding tasks for contestants in their quest to make it through the competition.

Despite its IP's underlying talents, the show's talent, and its set locations the show The 007 movie Road to a Million is not yet able to reach the hearts of both viewers and critics alike and has low ratings on the British BARB viewers' TV viewing metrics. The show has been accused of being overrated by critics as an indication of poor performance in the production. But, the professional critiques and ratings systems specifically designed to be used for broadcast TV (rather than streaming television) do not provide the most accurate measure of the return on investment for Amazon for this particular instance. It is due to Amazon currently in the process of brand building for streaming TV. amazon.com/code