As a movie enthusiast, I find myself once again expressing concern over Disney’s promotional strategies in China, specifically with their latest poster for “Captain America: Brave New World”. In this Chinese rendition, the presence of Anthony Mackie, our esteemed Captain America sidekick, is noticeably reduced. Instead of taking center stage, he is relegated to the background, partially concealed by The Red Hulk as they engage in battle. This seems quite unusual and not representative of the significant roles both characters play in the film.
A fresh poster for ‘CAPTAIN AMERICA: BRAVE NEW WORLD’ has come out, and it’s set to hit the theaters on Valentine’s Day, February 14th! #CaptainAmericaBraveNewWorld
— The Cine Geek (@CineGeekNews) January 20, 2025
In many cases, Disney posters in China tend to make Black characters less noticeable, either by hiding them or altering their placement. Critics argue that Disney has been catering to the Chinese market at the expense of its stated commitment to promoting diversity and inclusivity.
This is the second promotional poster for the movie, referred to as “Captain America 4” in China. The initial poster showcased Mackie, whose face was partly visible but not the main focus, with an image of Red Hulk’s fist striking the Captain America shield dominating the scene.
#CaptainAmericaBraveNewWorld is titled “CAPTAIN AMERICA 4” in this official Chinese poster!
— PAC Entertainment Movie Theater News and review (@PrestonHoover11) December 16, 2024
Previously, Disney has encountered criticism for underrepresenting Black characters in marketing materials designed for China on more than one occasion.
In 2015, when Star Wars: The Force Awakens was unveiled, Disney designed a Chinese poster where they pushed back John Boyega’s character, Finn, to the periphery, even though he played a prominent role in the movie itself.
Remember the time Disney shrunk Finn out of existence on their Chinese poster?
As a movie enthusiast, I found myself cast as one of the three key roles in a production, only to be informed that my inclusion was seen as culturally insensitive by Disney’s Chinese audience.
To think that the Disney Shills call US the toxic racists …
— Lucas Star Wars Girl (@LucasSWGirl) June 18, 2023
In my perspective, instead of subtly placing characters like John Boyega (Finn), Daisy Ridley (Rey), and Adam Driver (Kylo Ren) in the background, the American poster for this movie boldly showcased them front and center, making me even more eager to witness their epic roles!
In 2018, the American version of the Black Panther poster showcased Chadwick Boseman’s face without his Black Panther mask in a close-up shot. However, for the Chinese market, they modified the poster to conceal Boseman’s face by placing the helmet back on his head, leaving only his eyes visible.
It seems that the Chinese poster for Black Panther downplayed the presence of the black actor, leading one to question whether they believe a black lead might not sell well in their market.
— Winston Sterzel (@serpentza) October 25, 2021
These occurrences have sparked recurring claims that Disney seems to favor discriminatory viewpoints in specific global locations, often putting financial gains ahead of their professed dedication towards diversity, equality, and inclusivity (DEI).
In more recent times, Disney has been recognized for constructing its brand on the pillars of forward-thinking ideals. Often, it emphasizes its endeavors aimed at character and narrative diversification. From reimagining main characters to stories focused on themes like inclusivity, Disney positions itself as a trailblazer in storytelling that prioritizes diversity, equity, and inclusion (DEI).
Yet, some critics contend that these values are discarded when they pose a risk to the company’s profitability overseas.
In other words, the promotional materials for “Captain America: Brave New World” have sparked debate over whether Disney’s efforts towards Diversity, Equity, and Inclusion (DEI) are sincere or merely a tactic to appeal to Western audiences through marketing. Critics argue that the posters demonstrate Disney’s commitment to diversity is superficial, as they suggest the company may be willing to alter its message in favor of financial success in the Chinese market. Fans have voiced their discontent, claiming this approach makes Disney’s DEI efforts seem insincere and performative.
Disney has always aimed to make the most profit from China’s film market, but this goal often results in disputes about altering movies, posters, and storylines to suit Chinese audiences. The latest dispute over the Chinese poster for Captain America further fuels the idea that Disney might compromise its principles for a chance at the Chinese box office.
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2025-01-22 00:55