I also think DC needs a better agent or direction in selecting roles. Outside Bond he has not been able to hold an audience.
I certainly think Craig's been keen to chase the box office and Hollywood A list after CR; attempting to sign on for franchises like THE GOLDEN COMPASS, COWBOYS AND ALIENS, DRAGON TATTOO being strong indicators of such.
Then again, his "indie" project, FLASHBACKS OF A FOOL - the closest film to his pre-Bond ouvre - turned out to be dire.
Whether it's Craig himself who wants desperately to join the Hanks, Cruises and Clooneys, or whether he's just been badly lead by his agent, who knows?
Frankly, I think being the Bond star and becoming box office as a consequence is rather misleading; James Bond is the star, not the actor playing him. This is true of Craig, sadly, as it is of all his predecessors. Being James Bond does not guarantee non-Bond stardom, though I do think Craig has the greater drive, talent and the more favourable circumstances than any of the other five to achieve it.