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Riz Ahmed wrote a role specifically for Patrick Stewart, the voice of a talking severed pig's head named Pigtrick, and sent the actor a personal letter to persuade him; Stewart reportedly said he had never read anything quite like it.
Ahmed has said the series grew out of a friend's remark that the distance between your public and private self is the amount of shame you carry, a line that pushed him toward making the show as an alternative to therapy.
The show premiered at the 2026 Sundance Film Festival under the working title Quarter Life before arriving on Prime Video, and it earned strong reviews for Ahmed's performance and its compassionate, surreal meta-satire.

Bait is a surreal, sharply personal comedy created by and starring Riz Ahmed, released on Prime Video. A British-American meta-satire, it unfolds over four days in the life of a British Pakistani actor who lands the audition of a lifetime, a shot at playing James Bond, and promptly spirals into a crisis of identity, representation and self-worth as the opportunity collides with public backlash and family expectations.
Ahmed anchors the show with a raw, comic performance, supported by a cast that includes Guz Khan, Ritu Arya and Sheeba Chaddha, and the series is unafraid to break from realism, filtering its protagonist's shame and ambition through flights of absurdist fancy. The tone swings between tender character study and outright strangeness, using the trappings of a career-defining audition to interrogate how a public persona and a private self drift apart.
Premiering at the 2026 Sundance Film Festival before arriving on Prime Video, Bait earned strong reviews for Ahmed's fearless turn and its compassionate, humor-filled dissection of ambition and shame. Inventive and unlike almost anything else on television, Bait is streaming on Prime Video.
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