Don't expect a charming but deadly 007 with gadgets and a debonair grin (like Pierce Brosnan). Daniel Craig, the sixth James Bond, is a tough-guy alpha male - a different, more physical Bond with a back story of a broken heart.

Chinese like glamour, elegance and refinement in their heroes - throw in some martial arts and gorgeous settings. This Bond is gritty and emotional, he seems to thrive on violence, and some fans are disappointed, calling him a "thug" and "Mr Muscle."

Great box-office buzz for "Quantum of Solace." It is Craig's second outing as the British secret agent, the 22nd Bond film, and sequel to "Casino Royale" that presented Bond's back story of love and betrayal.

The action-packed movie hit Chinese mainland cinema screens yesterday, a week after its world premiere in London. It is the second 007 film that has been officially allowed to screen in Chinese theaters - "Casino Royale" was first.

"Quantum of Solace" follows Bond's search for revenge for the death of his love, Vesper, who betrayed him in "Casino Royale" - that showed us something we have never seen, Bond in love.

Bond, gritty, flawed and two-fisted, manages to stop an environmentalist from taking control of a country's water supply.

"'Quantum' is one of the best Bond films I have ever seen," says Zhu Tian, a cinemagoer. "It doesn't portray James Bond as all mighty and perfect. He makes mistakes, grieves and gets hurt."

The most expensive Bond movie ever made cost US$230 million to produce. It features more locations than any other 007 film, it's set in six countries - Mexico, Chile, Panama, Austria, Italy and the UK.

It's one of the shortest Bond films, only 100 minutes, but it doesn't skimp on the action. The first 15 minutes are a blistering sequence of rooftop chases. To come are battles on a yacht and in midair.

Craig and German-Swiss director Marc Forster said earlier that they felt the pressure to deliver the highly anticipated movie.

"The challenge is there's a huge amount of expectations, and to rise up to that and have this pressure on hand and being watched by the media and the fans constantly," said director Forster.

Craig is not only an action hero, but he also portrays the character's emotional shifts, ranging from hatred to forgiveness - not your usual implacable Bond.

Some 007 fans say they can't accept the film's shift away from the debonair persona to a more raw and real person. But there are still the trademark lines, "Bond, James Bond" and "Martini ... Shaken, not stirred."

Craig's performance was also panned by some Chinese viewers who said he acts too much like a "thug" to play Bond.

"I can never equate the image Craig creates on screen with the glamorous secret agent," says Tony Qiu, a loyal 007 fan. "We don't need a British 'Mr Muscle' who handles everything with violence. Can't he reveal some other facet of his personality, such as elegance and humor?"

Film industry observers say this kind of comment is great box office.

"In the film business, viewers don't get everything they want," says Wu Hehu, deputy director of Shanghai United Cinema Lines, the city's largest cinema chain. "But the movie's large global fan base, impressive stunts and lavish scenes are certain to draw big crowds."

Meanwhile, cinemas feature a number of interactive 007-related activities. Smirnoff Vodka, a film sponsor, offers pubs limited-edition Bond-themed cocktail shakers, "shaken not stirred" vodka martinis and new wine recipes.

Coca-cola Zero (zero calories) is looking for China's "007." Applicants send their photos to www.icoke.cn. Three winners will enjoy a luxurious 007 day, driving a Bond-favored Aston Martin and staying at a five-star hotel.