At the film's Hollywood premiere Richards didn't talk about her sex appeal, but she pointed out that this Bond film would reach younger moviegoers because of the contribution from the alternative rock band Garbage. Through its soundtrack, action scenes, casting and marketing MGM has managed to give the latest Bond film at least the sheen of being young and hip. It's hard not to deplore the cynical tactics that MGM has deployed to lure a young audience, but then that's standard practice in Hollywood. The World is Not Enough remains rather quaint and old fashioned. Indeed, this is its appeal for many older fans.
Bond is, after all, a creation of pre-feminist times.
Denise Richards claims the female roles in Bond now have a lot more depth, and that the banter between her and 007 is intelligent and clever. But the truth is that her most memorable on screen moments with Bond are all imbued with sexual innuendo. It's one of numerous double entendres that will amuse Bond loyalists, titillate young teens and appal the politically correct. MGM expects The World Is Not Enough to outperform Brosnan's previous two Bond films. They think that Pierce Brosnan, the action scenes, the villains and the sexy women, combined with their efforts to create a younger following, will make the 19th instalment of the world's most successful film franchise more intoxicating than ever.