Want to ‘watch Canadian’ in the trade war? Here’s why that’s so hard

Florida oranges, American cheese, and even bourbon – all products that have been caught in the crossfire of the growing U.S.-Canada trade war. The newfound patriotic urge to shun American products has created a ripple effect across various industries, making it difficult for consumers to avoid American goods. However, when it comes to film and television, the reliance on American entertainment in Canada runs deep.

Canadian filmmaker Tonya Williams, founder of the Reelworld Screen Institute, highlights how Americans have infiltrated every aspect of Canadian culture over the years. Despite efforts to promote Canadian films, English-language domestic productions only accounted for 1.4 per cent of the national box office in 2023-24. The lack of a star system, minimal promotion, and a general apathy towards Canadian content have contributed to the dominance of American entertainment in Canada.

Filmmaker and historian Caelum Vatnsdal explains that Canada’s film industry faced early challenges, including under-funding and neglect. The proximity to the United States, with whom Canada shares a language and culture, made it difficult to establish a thriving film industry of its own. The Canadian Co-operation Project further hindered the growth of Canadian-produced films by limiting their distribution and revenue potential.

Despite these obstacles, there is a growing shift in attitudes towards Canadian content. Filmmakers like Olivier Gauthier-Mercier are now emphasizing the Canadian connection in their marketing strategies. With changing opinions and a renewed focus on promoting Canadian films, there is hope for a resurgence of Canadian cinema.

As the trade war continues to impact consumer choices, there is an opportunity for Canada to assert its cultural identity and support homegrown talent. By prioritizing Canadian films and television shows, audiences can contribute to the growth and sustainability of the domestic entertainment industry. With a renewed focus on promoting Canadian content, there is potential for a renaissance of Canadian culture in the media landscape.

In conclusion, while the trade war may pose challenges for Canadian filmmakers and producers, it also presents an opportunity to strengthen the country’s cultural identity and promote homegrown talent. By supporting Canadian content, audiences can play a crucial role in shaping the future of the entertainment industry in Canada.