Critics Fume over Smoking Bond

Never say never again, James Bond--especially when it comes to your nicotine habit.

For the first time since taking over the 007 role, Pierce Brosnan will light up on screen in the upcoming Die Another Day, according to London's Sunday Times.

Brosnan--who usually adopts an anti-smoking stance in his film choices--is seen puffing on a cigar in the new flick. The British paper, which published the offending image, says the actor and producers decided to go ahead with the stogie scene, because the movie is set in Cuba, home of the world's best cigars. (Aside from Cuban tobacco, the paper says the film is so filled with blatant plugs, from Revlon to Ford, that critics have dubbed the flick "Buy Another Day.")

Needless to say, the anti-smoking types are fuming. Lung czars in both Britain, where the movie premieres Monday night, and the States say Bond's puffery sends the wrong message to moviegoers.

"The American Lung Association is very concerned that tobacco use is too often glamorized in movies. We are particularly concerned that the positive depiction of tobacco use encourages children and youth to smoke," says Michelle Sawatka, director of media relations for the American Lung Association. "When they see their big-screen heroes smoking, they may try to imitate that behavior."

Reps for the action star and MGM did not immediately respond to calls for comment.

Brosnan is a longtime cigar smoker offscreen and even appeared in a cigarette ad in Japan back in the early 1990s (for a screen shot, see www.tobaccofree.org/brosnan1.htm). He was featured puffing on a stogie on the cover of the November/December 1997 issue of Cigar Aficionado.

In an in-depth interview, he said of cigars: "I enjoy them. People give me fine cigars, and I enjoy sharing them with people who really appreciate a fine cigar. There have been times when I've gone out with business guys and smoked cigars, and they've been among the most pleasurable evenings I've had. Good cigars and good company. Hard to beat."

But until Die Another Day, he had made a conscious effort not to be caught inhaling on the big screen (although he was briefly glimpsed holding a cigarette in 1997's Tomorrow Never Dies). In fact, before his 1999 Bond effort, The World Is Not Enough, producers made a big deal over 007's new tobacco-free lifestyle. The movie even included a sight gag in which Bond's BMW had a sign asking passengers: "Please do not smoke." Bond also sits in a no-smoking section of a restaurant in the film.

While he is largely known for guzzling martinis shaken not stirred, Bond has always been a nicotine fiend, too. In Ian Fleming's novels, Bond puffed his way through 60 hand-made cigarettes a day. When Dr. No, the first of the 007 movies, first introduces us to Bond, James Bond, Sean Connery is seen lighting up.

All subsequent Bonds--George Lazenby, Roger Moore and Timothy Dalton--smoked either cigarettes or cigars. Before Die Another Day, the last time 007 was seen puffing was back in 1989 for Dalton's License to Kill.

Despite the smoking news, Die Another Day it not likely to be snuffed out by the bad press when it opens this Friday. Buzz is already strong for the 20th installment of the ultra successful franchise. Just last week, Brosnan's sexy costar Halle Berry said she was in talks with producers about reprising the Jinx role in what would become the first Bond-based spinoff series in the secret agent's 40-year history.

And while Brosnan's contract expires with this, his fourth 007 foray, he's told reporters that he's talking to producers about reprising the role for a fifth time. Cameras will roll on the next Bond flick in 2005.

No word on whether James will be back on the patch by then.