(Bloomberg) -- Amazon.com Inc. is in discussions to acquire the nearly century-old Metro-Goldwyn-Mayer movie studio in what would be its biggest push into entertainment yet, according to news reports.

MGM, the storied Hollywood company behind the James Bond series, would help bolster Amazon’s Prime streaming service, the Information and Variety said in separate reports. Amazon is weeks into negotiations to buy the studio for about $9 billion, according to Variety.

MGM and Amazon declined to comment on the report.

MGM has been seen as a takeover target for years, but was never able to close a sale. The company made a fresh push last year, when it reportedly hired advisers to solicit offers. In seeking a deal, MGM aims to capitalize on the proliferation of streaming services, which has increased demand for large backlogs of content.

It’s also discussed other scenarios with tech giants. MGM, whose library includes the “Rocky” films and “Silence of the Lambs,” also held talks with Apple Inc. and Netflix Inc. about taking its new James Bond film directly to streaming. But the company said last year that it’s committed to a theatrical release for the film, which is currently slated for Oct. 8 in the U.S.