A new Superman, played by David Corenswet, hit Brazilian theaters in 2025, drawing over 3.5 million viewers with a clear message: kindness is revolutionary. Directed by James Gunn, the film, released in July, reclaims the human essence of the Man of Steel, showing him in actions ranging from saving cities to protecting a squirrel during an attack. Filmed in locations like Cleveland and Atlanta, the DC production bets on empathy as a response to global polarization. The phrase “being kind is the real punk rock” went viral on social media, sparking debates about kindness in a divided world. The film reflects a cultural trend of valuing positive heroes, while critics note challenges in spreading this message without falling into ideological disputes.
The film’s popularity is evident in its impressive numbers. In less than a month, it grossed millions at the box office, with sold-out screenings in cities like São Paulo and Rio de Janeiro. Gunn’s approach, emphasizing the hero’s sensitivity, resonates with audiences seeking optimistic narratives after years of anti-heroes dominating screens.
- Key highlights of the film:
- Focus on empathy and kindness as transformative forces.
- Direction by James Gunn, redefining Superman for 2025.
- Cultural impact with social media virality.
Origin of the kindness message
The phrase “kindness breeds kindness,” inspired by Profeta Gentileza, gained new life with the film. José Datrino, an iconic Rio figure, spread this idea on the city’s streets, and now it echoes globally. Corenswet’s Superman not only fights villains but promotes altruistic acts, like aiding in natural disasters and mediating conflicts. Director James Gunn emphasized that the hero reflects values that contrast with today’s cynicism. “We live in times where purity is seen as weakness, but it’s the true strength,” he stated.
The film also ties into a cultural shift. Post-pandemic, audiences seek comfort in optimistic narratives, like romantic comedies and hopeful stories. The production reinforces this trend, presenting a Superman who not only saves the world but inspires individual change. The message resonates especially with younger audiences, who share film clips on social media.
- Observed cultural impacts:
- Surge in TikTok videos celebrating acts of kindness.
- Increased sales of products with the phrase “kindness breeds kindness.”
- Resurgence of “Punkrocker” on music charts after going viral.
Social media virality
The film’s marketing campaign leveraged social media’s power. The phrase “being kind is the real punk rock” became a TikTok phenomenon, with videos racking up millions of views. Content creators like @magicshane posted emotional clips, while voice actress Karin Medeiros shared moments of altruism inspired by the film. The song “Punkrocker” by Teddybears and Iggy Pop returned to streaming charts, with a 200% spike in Spotify plays in July 2025.
This wave of positivity also sparked debates. Some social media users questioned whether Superman’s kindness was naïve in a complex world. Still, most posts celebrate the message, with hashtags like #Superman2025 and #KindnessPunkRock amassing thousands of interactions.
Cultural context of kindness
The pursuit of positive narratives isn’t unique to Superman. Series like “Ted Lasso” and films like “Paddington” also bet on empathetic characters. Experts note this trend reflects a reaction to polarization and media violence. Psychoanalyst Daniel Kupermann explains that empathy is key to breaking the cycle of confrontation. “In divisive times, kindness becomes an act of resistance,” he says.
The film, however, faces criticism. In the U.S., some labeled it “Superwoke” due to Gunn’s remarks about the hero being an immigrant. Expert Marina Roale notes that kindness, though universal, is often politicized. “People seek motives behind positive messages, making broad acceptance difficult,” she says.
- Other works focusing on kindness:
- “Ted Lasso”: series about an optimistic coach.
- “Paddington”: films celebrating empathy.
- Bobbie Goods coloring books: a post-pandemic comfort trend.
Contrast with anti-heroes
In the early 2000s, pop culture was dominated by complex, morally ambiguous characters like those in “Breaking Bad” and “The Sopranos.” These narratives portrayed humanity with realism, showing heroes capable of questionable acts. Author Brett Martin, in his book, notes these stories marked an era of “difficult” protagonists. “It was a response to predictable narratives where good and evil were clear,” he explains.
The new Superman, however, revives the simplicity of classic heroes. Its altruistic approach attracts audiences tired of cynicism but also faces resistance from those who prefer darker characters. The box office, however, proves its appeal, with numbers rivaling action blockbusters.
Impact on younger audiences
The film’s connection with younger audiences is a highlight. Generation Z, raised amid global crises, found in Gunn’s Superman a model of hope. Recent surveys show 68% of viewers aged 18–24 rated the film as “inspiring.” The virality of the soundtrack and motivational phrases reinforces this impact.
Promotional events, like open-air screenings in São Paulo, amplified its reach. At one event, fans shared personal stories of how the film motivated small acts of kindness. The #KindnessPunkRock campaign gained traction, with brands launching themed products like t-shirts and posters.
- Impact data:
- 68% of young viewers find the film inspiring.
- 200% increase in “Punkrocker” streams on Spotify.
- 150% rise in Google Trends searches for “kindness.”
Critical reception and challenges
Critics praised Gunn’s direction and Corenswet’s performance, highlighting the cast’s chemistry. Outlets like “Variety” and “The Hollywood Reporter” called the film a milestone in DC’s reboot. However, the kindness message sparked heated debates. While some see Superman as a symbol of hope, others view it as overly utopian for today’s world.
The production faced challenges, including writers’ strikes that delayed filming. Still, the final result won over audiences, with an 85% approval rating on Rotten Tomatoes. Global box office earnings exceed $400 million, making it one of 2025’s biggest hits.
Future of the trend
The focus on kindness could shape future DC and studio projects. Producers are eyeing optimistic narratives, with rumors of new films based on classic heroes. Marvel, for instance, plans a Captain America project with similar themes. Superman’s success suggests audiences are open to stories promoting unity over division.
The soundtrack, centered on “Punkrocker,” also opened doors for musical collaborations. Iggy Pop, who recently performed the song live, announced plans for a themed music video inspired by the film. The link between music, cinema, and social media underscores the project’s cultural relevance.
- Next steps in cinema:
- Potential sequels focusing on other empathetic heroes.
- Music projects inspired by the film.
- Marketing campaigns centered on positivity.