• Armie Hammer is trying to get his career back on track after women accused him of sexual abuse.
• Hammer launched a podcast and was cast in a movie this week.
• PR experts said Hammer needed to prove it had changed to win over the public.

Armie Hammerthe actor whose career ended abruptly after several women accused him of sexual and emotional abuse is trying to make a comeback.

PR experts told Business Insider that, aside from ethical questions about whether he should return to the spotlight, a comeback will only be possible if he demonstrates to the public that he is remorseful. (He denied any wrongdoing).

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

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

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

In June, Hammer — who has been dropped by his agency and his slate of TV and film projects — told the “Painful Lessons” podcast that he was cut out of Hollywood because of the allegations. At the time, he said he intended to pursue his own projects, including writing a screenplay.

Johnny Depp and Chris Brown are back after the scandals

It is not unusual for celebrities to return after facing serious charges. Louis CK, Mel Gibsonand Chris Brown there are some examples.

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

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

“With Chris Brown and Johnny Depp, there’s a lot of nostalgia about them,” Cornelius said. “They’ve had a big advantage that they’ve built these really loyal, really big fan bases that have supported them for many, many years.”

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

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

All of that, 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 “smaller, niche group.”

Users on X criticized Hammer’s casting and podcast announcements, arguing that he shouldn’t be able to rebuild his career, but a few applauded them.

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

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

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

However, both experts said the podcast wouldn’t win over people if Hammer came off as inauthentic.

That could be difficult with a self-produced show, which audiences may find biased, Cornelius said.

“Without addressing the serious allegations, it will probably look more like a distraction than a genuine comeback,” Beeching said. “Listeners will have to believe that he has learned and changed in order for them to fully invest in this journey. Otherwise, I think the podcast will run the risk of appearing only as a self-promotional tool.”

On X, users criticized Hammer for saying in the opening episode of the podcast that he “kind of likes” the cannibalism rumors, arguing that it was an attempt to distract from the other allegations.

Mayah Riaz, a London-based PR and personal branding expert, said it might be easier for Hammer to rebuild his reputation outside the entertainment industry, which could help build trust with the public and policymakers. from Hollywood.

“When a celebrity re-enters the public eye too quickly, it can often feel like they’re more focused on recovering their career than implementing real change,” Riaz said. “It will show that he prioritizes personal growth.”

Experts agreed it would take some time for Hammer to build a new fan base.

“I think simply staying in the limelight will not be enough to ensure a lasting comeback,” Beeching said. “Rebuilding trust after such a scandal will require major physical accountability and a narrative to demonstrate that he has taken responsibility.

“Trust is not just forgetting, it’s demonstrating that lessons have generally been learned.”

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