You Only Live Twice: Beginning of the end of ’60s spymania

You Only Live Twice promotional art

The 50th anniversary of You Only Live Twice isn’t just a milestone for a memorable James Bond film. It’s also the anniversary for the beginning of the end of 1960s spymania.

The 007 film series led the way for spymania. Over the course of the first four Bond films, everything skyrocketed. Not only did the Bond series get bigger, it created a market for spies of all sorts.

By June 1967, when You Only Live Twice debuted, that upward trajectory had ended.

To be sure, Twice was very popular. But there was a falloff from its predecessor, 1965’s Thunderball. Twice’s box office totaled $111.6 million globally, down 21 percent from Thunderball’s $141.2 million.

The fifth 007 movie produced by Eon Productions didn’t lack for resources.

Twice’s famous volcano set cost $1 million, roughly the entire budget of Dr. No. Helicopters equipped with giant magnets swooped out of the sky. A seeming endless number of extras was available when needed. .

At the same time, the movie’s star, Sean Connery, wanted out of Bondage. Producers Albert R. Broccoli and Harry Saltzman adjusted his contract. But their inducements weren’t enough.

You Only Live Twice marker in western Japan

It didn’t help that Broccoli and Saltzman themselves had their own, growing differences. Broccoli didn’t want to take on Connery as another partner — the same kind of arrangement Broccoli’s former partner, Irving Allen, bestowed upon Dean Martin for the Matt Helm movies.

Finally, there was another Bond film that year — the spoof Casino Royale, released in the U.S. less than two months before Twice. However, anybody who viewed Casino Royale’s marketing or trailers could mistake the Charles K. Feldman production for the Eon series.

As this blog has discussed before, Twice has a lot going for it. Ken Adam’s sets were spectacular. John Barry’s score was among the best for the Bond series. It was also the one film in the series photographed by acclaimed director of photography Freddie Young.

In the 21st century, fan discussion is divided. Some appreciate the spectacle, viewing it as enough reason to overlook various plot holes. Others dislike how the plot of Ian Fleming’s novel was jettisoned, with only some characters and the Japanese location retained.

With this year’s 50th anniversary, the former may be celebrated more. The movie’s scope, even its posters, aren’t the kinds of things you see these days.

The longer-term importance of the movie, however, is that Twice symbolizes how interest in the spy craze was drawing to a close. Bond would carry on, but others — including U.S. television series The Man From U.N.C.L.E. and I Spy — weren’t long for this world when Twice arrived at theaters.