United Artists
Hollywood may feel more franchise-driven than ever, but the model has been minting hits for decades. One of cinema’s biggest long-running series was already dominating theaters in the 1960s, and on July 22, 1967, its fifth entry was still sitting at the top: “You Only Live Twice,” the James Bond adventure led by Sean Connery as Britain’s most famous secret agent.
Written by Roald Dahl, later best known to generations of readers as the author of “Charlie and the Chocolate Factory,” the film sends Bond to investigate the mysterious disappearance of American and Soviet spacecraft. The mission draws him directly into the orbit of SPECTRE chief Blofeld, played by Donald Pleasence. Although Blofeld had loomed over earlier Bond movies as a shadowy figure, “You Only Live Twice” marked the first time audiences saw the villain’s face.
“You Only Live Twice” first climbed to No. 1 at the box office on June 28, 1967, and stayed there for five additional weeks before “The Dirty Dozen” knocked it from the top spot. Financially, the 007 sequel was still a major win, earning $111 million worldwide against a relatively lean $9.5 million budget. Even so, it fell short of the franchise’s previous chapter, “Thunderball,” which had brought in $141 million just two years earlier. Bond remained profitable, but the series was approaching a turning point.
Sean Connery quit James Bond after You Only Live Twice — for a while, anyway
United Artists
The softer showing for “You Only Live Twice” likely had less to do with Bond losing his appeal than with a crowded marketplace. After 1962’s “Dr. No” turned Ian Fleming’s spy into a global movie phenomenon, rival studios rushed to capitalize on the appetite for espionage stories. The Cold War only intensified public fascination with secret agents, leaving Bond to compete with titles such as “Our Man Flint” and “Arabesque.”
Despite the film’s success, Connery was ready to walk away. The actor had grown frustrated with being so closely identified with James Bond and wanted to prove himself beyond the tuxedo, gadgets, and martinis. After “You Only Live Twice,” he left the franchise, opening the door for George Lazenby to take over as 007 in 1969’s “On Her Majesty’s Secret Service.”
Lazenby’s lone Bond outing earned respect from many viewers and critics, but it slipped even further commercially, grossing $82 million. Hoping to steady the franchise, producers made Connery an extraordinary offer for the era: $1.25 million to return. For an actor eager to avoid being boxed in by one role, that was still the kind of payday capable of changing the conversation.
Connery came back for 1971’s “Diamonds Are Forever,” helping Bond rebound with a $116 million worldwide gross. In a notable gesture, he donated his entire salary to the Scottish International Education Trust. Sometimes, it turns out, you do not need a license to kill to make a heroic move.
