There are few commercial principles more reliable than this: there will always be another James Bond movie.
It isn't always easy to see how he'll get to where he's going next - and the franchise's producer, Barbara Broccoli, isn't sure either.
Speaking earlier this week, she admitted she hadn't settled on how to reconcile the final scenes of No Time To Die - those who haven't seen the film should turn away now - with the promise in the final credits that "James Bond will return".
With that in mind, the Guardian turned to some expert writers to see how they would revive 007.