'Captain America' movie title to change in 3 countries due to anti-U.S. sentiment
Captain America is a little too American for some countries.
Paramount and Marvel's newest super hero action film, "Captain America: The First Avenger," will lose its original title in Russia, Ukraine and South Korea. The two companies gave countries the option of two titles: "Captain America" or "First Avenger." The three dissenting countries opted for the latter, according to The Hollywood Reporter.
Movie titles often change in translation.
For example, in France "The Hangover" became "Very Bad Trip." However, the word "America" is one most countries understand. Paramount and Marvel offered the alternative out of fear that anti-American sentiment would hurt sales, though most countries chose to keep the American title. The fact that most countries chose the original title could be an indication of Marvel's brand power over anti-U.S. feelings, according to the Boston Globe.
Others see U.S. influence as the conquering factor rather than the "Captain's" or Marvel's brand power.
Alexander Marlow, a blogger for Big Hollywood, believes most countries held on to the original title because "America is the world's sole military super power" and "the world knows where to turn."
In a recent post, he challenged theories that countries stayed loyal because of Captain America's universally recognized brand.
"That's true, but so is the United States of America," Marlow said.
This isn't the first time "America" was treated like a four-letter word.
Instead of "truth, justice and the American way," Warner Brothers changed the famous Superman line to "truth, justice and all that stuff" in the movie "Superman Returns." Paramount swapped "A Real American Hero" with "The Rise of Cobra" in the 2009 release of "G.I. Joe," according to The New York Times.
Some countries may refuse to run the film all together.
The Times adds that it's unlikely "Captain America" will run in China. The country has a limit on how many non-Chinese films are allowed in local theaters each year, which means "Captain America" likely will be cut, though an official decision hasn't been made.
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