Just as the new James Bond has hit the screen, the chatter about who is going to replace Daniel Craig has already begun. Some are adamant that it should absolutely not be another white, straight, macho man - the times have moved on from all that. But would changing the character into a woman or a person of colour or with a different sexual orientation be doing violence to the very concept of who James Bond is? Not if the new Bond is able to move with the same suave confidence, owning every room they walk into, having fun and sex, and blowing things up without anyone questioning their right to do so – in the fantasy world gender and race and sexuality do not have the same constraints they have in the real world . The question then becomes, is the audience ready to accept a world in which Bond isn't a macho white man? If the answer is no, then it’s time to kill James Bond, argues Adriana Clavel-Vázquez.