Pierce Brosnan, one of the most successful of 007s, has been told by the makers of the James Bond saga that he's not attracting enough young fans.
And he will not be used in the next film because he's too old at 50. Already a stream of "young and attractive" stars - including Brosnan's fellow Irishman, Colin Farrell - has passed under scrutiny.
Brosnan was down to make at least one more Bond film, the 22nd in the series, but he's been informed the option will not be taken up. His four-film run helped revive the series with a massive Box Office take of E700m-plus.
Being moved into retirement won't bother Brosnan much since he has developed into a highly-regarded actor across a wide variety of roles.