In a dramatic move that has rattled the global film industry, U.S. President Donald Trump has ordered a 100% tariff on all foreign-made movies, claiming the measure is necessary to protect a Hollywood he describes as being in “very fast death.” The announcement was made via Trump’s Truth Social platform on Sunday and immediately triggered alarm across the entertainment and political spectrum.

“This is a concerted effort by other nations and, therefore, a national security threat. It is, in addition to everything else, messaging and propaganda,” Trump stated, framing the issue as both economic and ideological.

The tariff, which the president claims is intended to bring film production back to U.S. soil, has left industry executives scrambling. No details were provided on how or when the tariffs will be implemented, or whether they will apply to films distributed through streaming services like Netflix and Amazon Prime.

Commerce Secretary Howard Lutnick responded quickly, posting “We’re on it” on X (formerly Twitter), indicating the administration’s intent to move swiftly.

Reactions have been swift and varied. While some conservative media figures praised the move as bold and protective of American jobs, many others—including Hollywood producers, labor unions, and international officials—warned that the policy could severely harm the U.S. film industry.

“There’s a lot more to lose than to gain,” said William Reinsch, a former Commerce Department official. “Retaliation from other countries will kill our industry.”

Indeed, countries like Australia, New Zealand, and the UK—where major films like The Lord of the Rings and several Marvel blockbusters were shot—have vowed to support their own film sectors. The British entertainment union Bectu called on their government to take swift action to protect jobs and film revenues.

Shares in major entertainment companies like Disney, Warner Bros Discovery, and Paramount Global took a hit following the announcement. These companies regularly shoot overseas to take advantage of generous tax incentives offered by other countries.

Trump, however, seems determined to reverse that trend. In January, he appointed industry veterans like Jon Voight, Mel Gibson, and Sylvester Stallone to help “bring Hollywood back bigger, better and stronger than ever before.”

Yet film analysts warn the tariffs could result in fewer productions overall, rather than more being made in the U.S. “If these tariffs stick, it may just lead to fewer movies being made,” said Scott Roxborough, Europe bureau chief for The Hollywood Reporter.

The move comes as Hollywood is still recovering from the economic blow of COVID-19, a year of strikes, and a recent drop in productions due to natural disasters like the January wildfires in California.

With more questions than answers, and potential trade retaliation looming, Trump’s push to “make movies in America again” could reshape—not just revive—the global film industry.