Activists in Lebanon and Jordan target Marvel release over Arad’s support for Israel and previous defence of Netanyahu

BEIRUT: Pro-Palestinian campaigners in Lebanon, Jordan and other Arab countries have called for a boycott of “Spider-Man: Brand New Day,” citing producer Avi Arad’s public support for Israel and his previous criticism of calls challenging Israeli Prime Minister Benjamin Netanyahu.

Lebanon’s Campaign to Boycott Supporters of Israel urged moviegoers to avoid buying tickets, arguing that financially supporting productions involving prominent supporters of Israel constitutes “cultural normalisation.”

Meanwhile, Jordan’s Taharrak anti-normalisation group called on cinemas to remove the film from their schedules. It also urged the Jordanian Artists Syndicate, cinema operators and other organisations to oppose screenings.

Activists and online content creators elsewhere in the Arab world have subsequently amplified the campaign.

Boycott Campaign Focuses on Arad’s Political Record

“Spider-Man: Brand New Day,” released internationally on July 31, stars Tom Holland as Peter Parker and was directed by Destin Daniel Cretton. Marvel credits Arad among the film’s producers alongside Kevin Feige, Amy Pascal and Rachel O’Connor.

However, campaigners have focused their objections on Arad rather than the film’s storyline, actors or wider production team.

Arad, who holds Israeli and American citizenship and previously headed Marvel Studios, served in the Israeli military from 1965 to 1968, including during the 1967 Arab-Israeli war.

In 2024, he publicly criticised then-US Senate Majority Leader Chuck Schumer after Schumer challenged Netanyahu’s leadership and called for new Israeli elections.

Impact on Cinema Attendance Remains Unclear

Arad argued that American politicians should not interfere in Israel’s electoral process and identified himself as a proud former Israeli soldier. He also rejected Schumer’s position on a Gaza ceasefire.

Consequently, boycott organisers argue that purchasing tickets indirectly benefits a production associated with someone whose political positions they strongly oppose.

However, the campaign’s commercial impact remains uncertain.

The movie continued screening in Lebanon following the boycott announcement. Shortly after its release, a representative of the Grand Cinemas chain told Lebanese media that audience demand remained strong despite activists’ calls to avoid the film.