In the latest adjustment to promotional content for “Captain America: Brave New World” in China, Disney has made a significant change by completely eliminating any resemblance of Anthony Mackie from a prominent display. This marketing setup, designed to depict Captain America engaged in an action sequence against Red Hulk, highlights the villain and the well-known Captain America shield. However, rather than showcasing Mackie’s face or even his silhouette, Disney has opted to replace him with a faceless red figure, effectively erasing any trace of his skin color and identity.
In China, they won’t even show that he’s Black.
— AngryVet🇺🇸 (@AngryVet101) February 8, 2025
In the Chinese market, it feels oddly convenient and reminiscent of a photo opportunity when the display is seen as allowing fans to take Captain America’s place. This strange sensation is heightened due to China’s extensive history of concealing Black actors in their productions.
This recent action further emphasizes our earlier reports about the Chinese poster for Brave New World, where it was noted that Mackie’s role has been reduced in comparison to previous presentations.
A fresh promotional poster for ‘CAPTAIN AMERICA: BRAVE NEW WORLD’ has been unveiled, with its premiere set for February 14! #CaptainAmericaBraveNewWorld
A new poster for the movie ‘CAPTAIN AMERICA: BRAVE NEW WORLD’ has been revealed, and it will hit theaters on February 14th! The hashtag is #CaptainAmericaBraveNewWorld.
— The Cine Geek (@CineGeekNews) January 20, 2025
Initially, a Chinese poster partially concealed his face by shoving him into the backdrop. However, in the latest setup, he’s been entirely removed from view.
Disney’s Long History of Bowing to Chinese Censorship
On previous occasions, Disney has adjusted their marketing content to suit Chinese audience tastes. Despite advocating for diversity and inclusivity in Western regions, the company often compromises by reducing the visibility of Black actors in their movies when catering to China’s market demands.
When “Star Wars: The Force Awakens” came out in 2015, the main character Finn, played by John Boyega, was noticeably reduced and pushed into the background on the Chinese poster, although he had a prominent role in the U.S. edition. This decision was met with widespread criticism as it seemed Disney adjusted the poster to appease China’s known racial preferences.
Disney can only be SO progressive
— Ritan Man (@ManRitan) February 9, 2025
Initially, the American version of the Chinese poster for Black Panther showcased Chadwick Boseman’s face prominently. In contrast, the Chinese variant concealed his entire face behind the Black Panther helmet. Since Boseman’s visage was globally recognized, it seemed unnecessary to make this adjustment; the primary purpose may have been to camouflage his skin tone.
Currently, Disney appears to be following a similar approach with Anthony Mackie, despite his longstanding advocacy for their pledge regarding diversity and inclusivity.
Disney’s Hypocrisy on Full Display
It’s quite striking how different Disney’s actions are in the Chinese market compared to Western countries. In places like the U.S. and Europe, Disney actively promotes diversity, equity, and inclusion (DEI) by reimagining classic characters with different races, using their platforms to discuss social justice issues. However, when it comes to China – a major player in the global film industry – Disney appears to set aside its stated values, instead tailoring its content to suit a regime and culture that has consistently demonstrated intolerance towards non-Chinese representation on screen.
It’s not surprising that this kind of hypocrisy is common. While Disney publicly presents itself as an advocate for human rights in the Western world, it didn’t hesitate to express gratitude towards Chinese government bodies overseeing Uyghur detention centers during the making of Mulan.
Essentially, it appears that Disney’s values can be influenced by financial considerations. They advocate for diversity, equity, and inclusion (DEI) when beneficial in Western markets, but they seem to overlook this commitment when profits are at stake elsewhere. This raises doubts about their sincerity in upholding diversity, especially since they have chosen to remove Anthony Mackie from a film where he was supposed to be the main character, which seems inconsistent with their stated dedication to representation.
The removal of Mackie from Chinese marketing conveys a strong implication – it’s not just about Disney’s perceived hypocrisy, but also their apparent lack of commitment to the values they profess to uphold. When faced with the dilemma between safeguarding their financial interests and maintaining the image they project in American audiences, Disney consistently opts for the former.
Disney, if they consistently adhered to their values, would resist such alterations regardless of market demands. However, history has shown us that their supposed principles seem to be more flexible when financial convenience is at stake.
Due to lackluster box office predictions and contentious comments from Anthony Mackie, as well as Disney’s recent actions in China that exclude Captain America from promotional materials, there is growing discontent among fans who value representation. These viewers are now questioning the company’s commitment to their beliefs as they witness their leading character being omitted from marketing efforts for a foreign audience.
The point is straightforward: Disney seemingly values diversity and representation, but their concern only arises when it’s financially beneficial for them. If their profits are at risk, Disney doesn’t hesitate to abandon the very groups they profess to support.
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2025-02-12 21:56