Pierce Brosnan was offered the role of James Bond, but the publicity improved "Remington Steele"s ratings and it was renewed, requiring Brosnan to contractually return to the show, this caused Eon Productions to have to look elsewhere for the new 007. The producers instead hired Timothy Dalton for "The Living Daylights" (1987), and "Licence to Kill" (1989). While Brosnan was reluctant to discuss losing the Bond role, in part because Dalton was a friend, he appeared in Diet Coke commercials portraying what the "Los Angeles Times" described as "a dashing Bond-like character", and NBC advertised "Noble House" with Brosnan dressed in a
James Bond in film Broccoli at Warwick Films expressed interest in adapting the Bond novels, but his colleague Irving Allen was unenthusiastic. In June 1961 Fleming sold a six-month option on the film rights to his published and future James Bond novels and short stories to Harry Saltzman, with the exception of "Casino Royale", which he had previously sold. Towards the end of Saltzman's option period, screenwriter Wolf Mankowitz introduced him to Broccoli, and Saltzman and Broccoli formed Eon Productions with the intention of making the first Bond film. A number of Hollywood studios did not want to fund the films, finding them "too