Superman Flies Into Political Crosshairs: Trump Meme & Global Box Office Woes Spark Debate

As James Gunn’s Reboot Soars Domestically, International Numbers Lag Amidst “Anti-American Sentiment” and Fierce Competition

Los Angeles, USA: Talk about an awkward opening day! The very same day James Gunn’s highly anticipated “Superman” reboot hit U.S. theaters, President Donald Trump decided to post a meme of himself, fully decked out as the Man of Steel. If you heard a collective groan echoing from the Warner Bros. lot – the home of DC Studios – it’s probably because this kind of move just complicates things. For years, the studio’s marketing wizards have worked tirelessly to tone down the overtly “pro-American” vibe of the iconic comic book hero, especially when trying to sell the movie franchise overseas.

Domestically, “Superman” certainly flew high, opening to a very promising $125 million. This is a massive win for James Gunn, who not only directed the film but also co-runs Warner Bros.-owned DC Studios alongside Peter Safran. However, the international box office told a different story. The July summer blockbuster debuted overseas with $95 million, falling short of its projected launch of $100 million to $125 million.

The famous phrase “truth, justice, and the American way” became synonymous with Superman back in the 1940s, largely thanks to the popular radio show Adventures of Superman. Fast forward to 2006, and Warner Bros. and director Bryan Singer consciously dropped the “American Way” slogan when they marketed Superman Returns to a global audience. By then, unlike the era of the Christopher Reeve “Superman” movies, the foreign box office had become absolutely crucial to the success of any major Hollywood blockbuster.

In a significant step forward for DC’s film division at the time, Singer’s Superman Returns ultimately pulled in $391.1 million globally, with nearly 49 percent of that total gross coming from international ticket sales. And when Zack Snyder’s Man of Steel (notice how “Superman” wasn’t even in the title!) hit theaters in 2013, it soared to $670.1 million worldwide, with foreign sales accounting for nearly 57 percent of the total (not adjusted for inflation). Its international haul alone was $379.1 million, compared to a domestic tally of $291 million.

A few years later, in 2016, Snyder’s Batman v Superman: Dawn of Justice performed even better overseas, raking in a staggering $544 million – that’s more than 62 percent of its total global gross of $874.4 million (and it earned over $63 million in China alone!). Domestically, the sequel brought in $330.4 million, making up a 38 percent share.

Before the pandemic hit, it wasn’t at all unusual for a major Hollywood tentpole to see 60 to 70 percent of its total gross come from international markets. However, the landscape has dramatically changed since then. Hollywood films can no longer rely on China, where the government is making it increasingly difficult, if not impossible, for Western films to secure screens, prioritizing local nationalist titles instead. This trend has only intensified as the Chinese government retaliates against Trump’s policies. And it’s not just China; Trump and his administration are a highly divisive topic across the entire globe.

James Gunn, acutely aware of this, went out of his way to change Superman’s famous motto in the new film from “the American way” to “the human way.” Despite this effort, “Superman” seems to be struggling at the international box office so far. To date, only 42 percent of the film’s global gross is coming from overseas. That’s not to say “Superman” is a flop overall; quite the contrary! It impressively crossed the $400 million mark globally in less than two weeks, including $236.2 million domestically and $125 million overseas through July 20.

Gunn himself acknowledges the challenging international predicament, stating in a recent interview (without directly naming Trump): “It also affects things that we have a certain amount of anti-American sentiment around the world right now. It isn’t really helping us. So I think it’s just a matter of letting something grow. But again, for us, everything’s been a total win. Having the movie come out and be something that has been embraced by people everywhere — this is just the seed of the tree that Peter [Safran] and I have been watering for the past three years. So to be able to have it start off so positively has been incredibly overwhelming.” This clearly indicates he recognizes the impact of the current political climate.

Adding to the real-world affairs and the “Trump regime,” “Superman” is also facing incredibly fierce competition from Universal and Amblin’s Jurassic World Rebirth. That dino-sized blockbuster opened less than two weeks before “Superman,” over the long Fourth of July holiday. Case in point: Rebirth‘s worldwide total through July 20 stood at a colossal $648 million, with an astounding $468.8 million coming from overseas. It even defied expectations by earning $72 million in China, while “Superman” barely managed to crack $7 million in its opening there, despite an on-the-ground visit from Gunn and Safran themselves.

Currently, “Superman” is performing best in the U.K., where it has earned $22.3 million through June 20 (its second weekend), followed by Mexico ($16.6 million), Australia ($11 million), France ($8.2 million), and China ($8.5 million). Despite the current international numbers, DC insiders remain optimistic, believing the film has plenty of time to improve its fortunes, even overseas, thanks to strong word of mouth. They also acknowledge the entry this weekend of Marvel Studios’ The Fantastic Four: First Steps will provide fresh competition.

Rival studio executives, however, aren’t exactly envious of the position DC and “Superman” find themselves in regarding the international box office results so far. As one rival executive frankly noted, “The movie is doing well enough overseas, but they’ve got to be disappointed.”