007 poll shows the devil is in the details

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Earlier this month, the Morning Consult and the Hollywood Reporter conducted a poll of almost 2,100 Americans about James Bond films. Here are two greatly different headlines summarizing the results.

Morning Consult’s report: “007 Poll Shows Scant Support for Diversifying Bonds.”

The Express, U.K. tabloid: “James Bond: Most Americans support a black 007 – Idris Elba BACKED to replace Daniel Craig.”

They’re both right but you have to dig into the data to see why.

According to Morning Consult, 51 percent of adult respondents said “the James Bond series was a classic and nothing about it should be changed, a 17-percentage-point edge over those who said they’d prefer to see the film adapt to the times and have a more diverse cast and lead.”

However, those polled were then asked additional groups about different groups and individuals.

Among groups, 52 percent of adults said they support the idea of a black James Bond, with 20 percent having no opinion and 29 percent opposing.

Also, 39 percent support a Hispanic Bond, 37 percent support an Asian Bond, 37 percent supported a female Bond and 28 percent support a gay Bond.

Meanwhile, when asked specifically about Idris Elba, 63 percent said  they wanted to see him play Bond, with only 21 percent opposed.

Meanwhile, Morning Consult had more details about how respondents feel about agent 007.

Nearly three-quarters (74 percent) of the adults polled said they’d at least watched some of the series. And with a net favorability of 62 points, only “Back to the Future” (74 points) and “Indiana Jones” (72 points) were more popular among films made before the 1990s. (“Toy Story” was the most popular movie franchise out of 34 series tested, while “Back to the Future” was second.)

The poll also tackled the issue of who is the most popular actor to play Bond in the Eon Productions series.

Most popular 007 film and Bond actor among Americans polled: Goldfinger and Sean Connery. 

Sean Connery was No. 1 at 82 percent, with Pierce Brosnan right behind at 81 percent. Roger Moore, who made 007 entries in the Eon series, was No. 3 at 74 percent, followed by current Bond Daniel Craig at 71 percent. The least popular Bond actors were Timothy Dalton at 49 percent and George Lazenby at 31 percent.

There’s also the question of favorite 007 films of Americans. Morning Consult again sued a “net favorability” number. On that basis, the top five were: Goldfinger (plus 69), From Russia With Love (plus 66), Live And Let Die (plus 66), Diamonds Are Forever (plus 65) and For Your Eyes Only (plus 64).

The highest Daniel Craig 007 film was his debut, Casino Royale, at No. 6 (plus 63), tied with You Only Live Twice.

The bottom? The Living Daylights, Dalton’s debut, (plus 48). SPECTRE, the most recent 007 film, was next at plus 49.