Beirut: Pro-Palestinian campaigners in Lebanon, Jordan, and other parts of the Arab world have initiated a boycott against the film 'Spider-Man: Brand New Day.' The call for a boycott stems from producer Avi Arad's public support for Israel and his defense of Israeli Prime Minister Benjamin Netanyahu amidst criticism during the conflict in Gaza.
According to Anadolu Agency, the Campaign to Boycott Supporters of Israel in Lebanon has urged audiences to refrain from purchasing tickets for the film. The group argues that supporting a production involving individuals who endorse Israel equates to 'cultural normalization.' They posed a rhetorical question on social media, questioning whether audiences should support productions that are associated with individuals who have shown political support for Israel, ahead of the film's release.
The campaign emphasizes avoiding paid screenings of the film, aligning with their stance against normalizing relations with Israel or accepting its policies. In Jordan, the Taharrak anti-normalization group echoed this sentiment, calling for a boycott and urging that the film be excluded from Jordanian cinema schedules. They also appealed to the Jordanian Artists Syndicate, cinema operators, and other relevant bodies to oppose its screening. Activists and content creators across the Arab world have amplified these calls.
'Spider-Man: Brand New Day,' directed by Destin Daniel Cretton and featuring Tom Holland as Peter Parker, was released internationally on July 31. The film lists Avi Arad as one of four producers, alongside Kevin Feige, Amy Pascal, and Rachel O'Connor. The boycott campaign specifically targets Arad's political actions and records, rather than the film's plot or its other cast and crew members.
Arad, who holds both Israeli and US citizenship, has a history of supporting Israel. He served in the Israeli military during the 1967 Six-Day War. In a 2024 letter to TheWrap, Arad criticized US Senate Majority Leader Chuck Schumer for labeling Netanyahu as an obstacle to peace and advocating for new Israeli elections. Arad defended Israel's right to self-governance and highlighted his service in the Israeli military.
Campaigners assert that Arad's statements show his alignment with Israel's actions during the Gaza conflict, and they argue that purchasing tickets for the film financially supports a production associated with him. Despite the boycott call, the film continues to screen in Lebanon. A representative from the Grand Cinemas chain told Lebanese publication L'Orient Today that demand for the movie remains high, indicating the campaign's unclear impact on attendance.