Cannes has always balanced high art with raw commerce. It is, thus, surprising, to learn that James Bond has never before been honoured at the event. This changes this year, when Cannes lowers itself to celebrate 50 years of 007 on film. Five of the most admired Bond films are to play at the Cinema de la Plage (that’s the Cinema on the Beach to you and me).

Brosnanians, Mooreites and Daltonies had best look away now. Last night, we watched Dr No and Casino Royale before the lapping waves. Still to come are Diamonds Are Forever, From Russia with Love and On Her Majesty’s Secret Service.

So, George Lazenby makes the cut but Sir Roger doesn’t? It’s a cruel, cruel world.