"The World is Not Enough" Falls Flat
|"The World Is Not Enough."|
Pierce Brosnan had settled into his role as James Bond by the time of "The World Is Not Enough," and things were rolling along nicely. The producers got the hot band of the moment, Garbage, to perform the theme song, which they did in bravura Bondian fashion. Everything seemed set for a real revival of the franchise, which would secure Pierce Brosnan's position as the true heir apparent to Sean Connery for years to come.
The film posters once again, however, did their best to undermine Pierce Brosnan's masculinity as James Bond. Gone are any shots of James Bond actually doing anything; he just stand still or walks somewhere. While he holds the obligatory gun, he does not grab the women, they grab him. Sometimes they are in the foreground, with Bond in the background. Many poster versions have the females moving up protectively beside Brosnan and even using their arms to shield him. It is almost as if Bond is Moammar Quaddafi, with his cadre of attractive female bodyguards.
Denise Richards stands there in an athletic tank top, hair up in a bun, glaring at the camera. She practically dares you to make the wrong move before she breaks out the brass knuckles. "Are you looking at me? Are... you...looking....at....me???" So much for trying to look glamorous and inviting! However, on the positive side of the scale, she does (sometimes) flash her bellybutton.
The trend of having posters devoted solely to the Bond girls, without James Bond at all, also accelerated. While the producers may have been thinking that this was a good way to broaden the audience to include more women, emasculating the titular character hardly was the best way to do it. "The World is Not Enough" has gotten a lot of ribbing over the years for beautiful Denise Richards playing a nuclear physicist, but the real weakness of "The World is Not Enough" started right with the poster presentation.