"No one has much emotional investment in, say, Spiderman, because he's a mutant freak, but James Bond is sufficiently realistic that we think he is a kind if super-Briton," said Bond author Simon Winder.

"That what's so curious is, given how chronic some of the films have been, that people still care."

He feels "Casino Royale" predecessor "Die Another Day" was a turning point. Actor Brosnan's age at the time (going on 50) and the reliance on gadgets like an invisible car suggested Bond should finally retire from Her Majesty's Secret Service.

Paul Dunphy, an editor at www.commanderbond.net, agreed.

"The last three Pierce Brosnan films got so into self parody, especially 'Die Another Day'."

BOND MEANS BIG BUCKS

No matter what the critics say, "Die Another Day" earned an impressive $430 million at the box office, more than any other Bond film in nominal terms, although well short of some of the earlier movies in real terms.

And over its 44-year history, agent 007 has become one of the most successful film franchises ever. Since the first Bond movie, 1962's "Dr. No", the series has sold $3.6 billion in tickets in the U.S. and Canada alone, adjusted for inflation.

Worldwide the last four Bond films, starring Brosnan, grossed nearly $1.5 billion unadjusted, according to boxofficemojo.com.