Is Hollywood Losing Its Heroic Appeal as America’s Global Image Changes?

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From the period of post-war freedom to the dominance during the Cold War, the influence of U.S. soft power has arguably never been stronger than when it was displayed on the big screen. For numerous decades, Hollywood portrayed the American hero – ranging from Rick Blaine to John McClane, Rocky Balboa, Ethan Hunt, and Captain America – as the world’s default protagonist: the quick responder to global turmoil, the final barrier against oppression. However, as Pax Americana starts to weaken with Donald Trump undermining allies, dismantling legal structures, and favoring autocrats, film studios are confronted with an unprecedented issue in their rich history: Are American heroes still alluring or even credible figures for a significant portion of the global population?

As a gamer, I can’t help but feel a sense of disbelief and disappointment as I watch the geopolitical landscape shift. The Trump administration seems to be launching a “shock and awe” campaign, but this time, it’s not against our enemies, it’s against our allies. And boy, has it left a mark on people’s perceptions of us.

Kal Raustiala, a professor at UCLA, puts it bluntly: yes, the actions of our administration have made many around the world question us, and rightfully so. Our allies are left stunned, confused, and much more cautious about us today. This newfound wariness could potentially impact where they choose to spend their euros or yen during their free time, and we’re already seeing this trend emerge in tourism.

It wouldn’t be far-fetched to expect some backlash from this, not just on the political stage, but also on the screens of the global gaming community. After all, we are all connected in this digital world.

According to a survey published on March 4th by research firm YouGov, the opinion of the United States in Europe has reached an all-time low since Donald Trump’s election. This decline occurred before the president’s proposed “Liberation Day” tariffs further antagonized European economies. Currently, no European country has more than half of its population with a favorable view of the U.S. For instance, in Germany, positive sentiment dropped from 52% to 32% between August 2024 and February 2025, and in Denmark, where Trump threatened military action over Greenland, only 20% of people viewed the U.S favorably.

Historically, Hollywood has served a dual purpose in America’s soft power: It made the nation significant on a global scale by offering an appealing cultural product, and it also portrayed an admirable ethical system and lifestyle that differed from what was commonly seen elsewhere. Hollywood communicated the value of democracy and legal systems while demonstrating the prosperity that American-style capitalism could bring to everyday citizens. (Nicholas Cull, Professor of Public Diplomacy at USC’s Annenberg School)

A seasoned European producer observes, “Growing up, many Europeans were accustomed to seeing the valiant cowboy or American solider as saviors. However, this image takes on a new form under the Trump administration, which appears to be cozying up to Russia.

It’ll take a while to fully understand the effects of Trump’s tariffs in various industries, as well as the negative impact of his administration’s hostile actions and words on the attractiveness of American content overseas. The sluggish beginning of 2025 for studios provides only minimal points of comparison at this stage.

In contrast to the global political climate at the time of release, Disney and Marvel’s movie “Captain America: Brave New World” faced issues that were more pressing, as suggested by its B CinemaScore. However, experts in the industry claim that its title didn’t aid its popularity across various regions. Since it was launched on February 14, the film has brought in 51.7% of its $415 million global box office revenue from foreign territories, which is lower than the usual 60.7% earned by offshore sales for the first three films in the franchise.

Noah Segal, co-president of Elevation Pictures – a prominent Canadian independent distributor, comments that they will face some price reductions, which isn’t ideal for a business that is already struggling. He also mentions that it’s unlikely we’ll see a popular U.S. war movie at this time, and if one does come out, it might spark controversy.

It’s unclear how long international audiences will maintain their fascination with streaming series that focus on the selfless acts of American spies and diplomats defending democratic values, such as Netflix’s “The Diplomat” and “The Night Agent,” or Michael Fassbender’s “The Agency” on Paramount+. The level of interest is yet to be determined.

A high-ranking executive from a prominent international film sales company observes that there may be growing apprehension among global audiences towards shows and movies with a Yellowstone-like, quintessentially American feel. Furthermore, this executive remarks that buyers in various nations are exhibiting a harsher critique of American culture compared to what they’ve encountered previously.

Contrary to popular belief, the American film industry doesn’t produce propaganda. In fact, numerous iconic films from the 20th century critiqued U.S. foreign policy, such as “Dr. Strangelove” and “The Deer Hunter”. Ironically, these movies helped foster global appreciation for American culture at the same time.

According to UCLA’s Raustiala, when Hollywood started to more openly criticize US foreign policy through movies like ‘Apocalypse Now’ and ‘Coming Home’, which both dealt with the Vietnam War, it actually strengthened America’s soft power. This was because it demonstrated that open dissent and criticism were allowed in our society, which was a stark contrast to countries like the Soviet Union where such freedom was not permitted. Essentially, these movies provided a glimpse into our relatively free society for everyone to see.

For the past few decades, movie studios have largely avoided creating dramas with politically charged themes. Last year’s Trump biopic, “The Apprentice”, exemplifies some of the difficulties that such films face.

The movie, initially screened with widespread acclaim and a prolonged eight-minute standing ovation at Cannes, appeared poised to be a standout contender during awards season, earning two Oscar nominations for Sebastian Stan’s portrayal of Trump and Jeremy Strong as Roy Cohn. Despite this, no significant studio or streaming platform agreed to distribute the film. Insiders suggested that these major players had caved to self-censorship due to concerns about potential backlash from a vengeful Trump administration if they showed The Apprentice worldwide. Many believed the movie would have sparked significant global interest if it had been distributed by Netflix, especially during the 2024 U.S. election. Additionally, there was little global admiration for the U.S. and its cherished ideals at that time.

It’s not a recent development that American film studios have been hesitant to tackle political issues or uphold principles. For over a decade now, they’ve been removing obvious signs of American nationalism and clear statements supporting human rights and democracy from their major films, with the aim of gaining easy access to China’s lucrative but restrictive cinema market. However, this subtle compromise wasn’t enough when geopolitical conflicts escalated. When Trump initiated his trade war with China in 2017, at a time when Chinese movie-making was rapidly progressing, local viewers started losing interest in American blockbusters. Nowadays, Marvel movies earn only about one-tenth of what they used to make in the country.

In a surprising twist, studios’ habit of maintaining their entertainment as ideologically unbiased might benefit them during these tense times. Since they avoid using “America” in the title, superhero movies should remain accessible for viewers worldwide, avoiding associations with Trump’s America First policy. Similarly, Tom Cruise’s last performance as Ethan Hunt in Mission: Impossible— The Final Reckoning is predicted to capitalize more on global nostalgia rather than mirroring current geopolitical circumstances – a hope shared by many within the industry.

While American cinema tends to shy away from the intense feelings stirred up by Trumpism, other global industries seem to be embracing and exploring these themes more openly.

Elevation Pictures is significantly investing in homegrown Canadian narratives, seeking to leverage the growing national pride stirred by Trump’s tariffs and his derogatory “51st state” comments. As Segal explains, “There will undoubtedly be an increase in Canadian content, and I anticipate a similar trend emerging in other global markets.” In fact, Elevation Pictures is even contemplating affixing a “Made in Canada” label to all its domestic film promotions.

Trump’s strong aversion towards traditional U.S. influence methods, as well as the principles and structures that sustain them, could potentially harm American objectives in a similar manner as his tariff policies and lack of understanding regarding global trade principles do.

According to Segal, the film industry is constantly seeking novelty, and this widespread anger is indeed genuine. Unfortunately, this won’t benefit the American industry. Instead, other countries will capitalize on the situation. Consequently, the movie business is expected to become more globalized.

Sabine de Mardt, president of Gaumont’s German division, expressed this in an interview with THR: “The traditional narrative associated with the ‘American Dream,’ which we in Western Europe often linked ourselves to so closely, is being reexamined and challenged. This presents a chance for us to reinforce our European identity, and I am genuinely excited about that prospect.

I just stumbled upon an intriguing tale featured in the latest edition of The Hollywood Reporter magazine, dated May 7. If you’re not already a subscriber, you might want to consider it now to ensure you don’t miss out on more captivating stories like this one!

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2025-05-07 20:01