PR experts on Armie Hammer’s attempted comeback after abuse scandal

• Armie Hammer is trying to make a career comeback after women accused him of sexual abuse.
• Hammer launched a podcast and was cast in a movie this week.
• PR experts say Hammer must prove he has changed to win over the public.

Armie Hammer, the actor whose career ended suddenly after several women accused him of sexual and emotional abuse, is trying to make a comeback.

PR experts told Business Insider that, putting aside the ethical questions surrounding whether he should return to the spotlight, a comeback will only be possible if he can prove to the public that he is remorseful. (He has denied any criminal wrongdoing).

On Wednesday, Deadline reported that Hammer had been cast in “Frontier Crucible,” his first film since a woman accused him of sexual assault, and two others alleged emotional abuse and sexual coercion involving cannibalistic and BDSM fetishes.

The announcement came two days after Hammer launched “The Armie HammerTime Podcast,” which he described in an Instagram video as “a chronicle of getting my life back on track.”

In 2023, Hammer told Air Mail that he emotionally abused his accusers, but denied the other allegations. The Los Angeles Police Department investigated the woman’s sexual abuse allegation, but decided in 2023 that there was insufficient evidence to charge Hammer.

In June, Hammer — who was ousted by his agency and his selection of TV and film projects — told the “Painful Lessons” podcast that he was being shut out of Hollywood because of the allegations. At the time, he said he wanted to pursue his own projects, including writing a screenplay.

Johnny Depp and Chris Brown have made a comeback after scandals

It’s not unusual for celebrities to make a comeback after serious allegations. Louis CK, Mel Gibson and Chris Brown are some examples.

The Hollywood Reporter reported Monday, citing anonymous sources, that Johnny Depp had been cast in his first major Hollywood film in the two years since he sued his ex-wife, Amber Heard, for defamation, sparking a media circus that has damaged both of them. person involved. careers.

Kayley Cornelius, a celebrity PR specialist from Manchester, Britain, said Hammer’s career is not comparable to those of major celebrities such as Depp and Brown because he was a rising star when the allegations were made. Hammer made his name in films such as 2010’s ‘The Social Network’, 2013’s ‘The Man from UNCLE’ and 2017’s ‘Call Me By Your Name’.

“There’s a lot of nostalgia about Chris Brown and Johnny Depp,” Cornelius said. “They had the great advantage of building a very loyal, very large fan base that supported them for many, many years.”

She added that they continue to face widespread criticism, with the public divided over whether to support or shun them.

The industry is also “saturated” with talent, meaning there is little incentive for audiences and filmmakers to take a chance on someone with a bad reputation, Cornelius said.

All this combined with the seriousness of the allegations makes it unlikely that Hammer will return to the A-list, Cornelius said, but he could find success with a “niche, smaller group.”

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PR experts say Hammer’s podcast could help him rebuild a fan base, but that will take time

Lauren Beeching, a crisis management expert based in London, said the podcast could help shift the narrative around the actor from denial of the allegations to one of introspection and personal growth.

“It could be a smart move to re-engage an audience, especially if he’s really open and transparent,” Beeching said.

However, both experts said the podcast wouldn’t convince people if Hammer didn’t seem authentic.

That can be difficult with a self-produced show, which may be perceived as biased by audiences, Cornelius said.

“If we don’t address the serious allegations, it will probably look more like a distraction than a real comeback,” Beeching said. “Listeners will have to believe that he has learned and changed so that they can fully invest in this journey. Otherwise, I think the podcast risks coming across as just a self-promotional tool.”

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Mayah Riaz, a PR and personal branding expert based in London, said Hammer might find it easier to rebuild his reputation outside the entertainment industry, which could help build trust with audiences and decision-makers in Hollywood .

“When a celebrity returns to the public eye too quickly, it can often seem like they are more focused on their career recovery than on making real changes,” says Riaz. “It will show that he prioritizes personal growth.”

The experts agreed that it will take some time for Hammer to build a new fan base.

“I don’t think simply staying in the spotlight will be enough for a lasting comeback,” Beeching said. ‘Restoring trust after such a scandal requires great physical responsibility and a story that shows that he has taken responsibility.

“Trust isn’t just about forgetting, it’s about proving that lessons have been learned overall.”

Representatives for Hammer did not immediately respond to a request for comment from BI.