Armie Hammer is attempting a comeback following a sexual abuse scandal. PR experts are skeptical.

• Armie Hammer is attempting a career comeback after women accused him of sexual abuse.
• Hammer launched a podcast and was cast in a film this week.
• PR experts said Hammer needs to prove that he's changed to win over the public.

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

PR experts told Business Insider that, setting aside the ethical questions around 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 one 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 chronicling of putting my life back together."

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

In June, Hammer — who was dropped by his agency and his roster of TV and film projects — told the "Painful Lessons" podcast that he was shut out of Hollywood over the allegations. At the time, he said he aimed to pursue his own projects, including writing a screenplay.

Johnny Depp and Chris Brown have made comebacks after scandals

It's not uncommon for celebrities to make comebacks after facing serious allegations. Louis CK, Mel Gibson, and Chris Brown are some examples.

The Hollywood Reporter reported on Monday, citing unnamed sources, that Johnny Depp had been cast in his first big Hollywood film in the two years since he sued his ex-wife, Amber Heard, for defamation, sparking a media circus that harmed both of their careers.

Kayley Cornelius, a celebrity PR specialist from Manchester, UK, said that Hammer's career isn't comparable to that of major celebrities like Depp and Brown, because he was a rising star when the allegations were made. Hammer made his name in films including 2010's "The Social Network," 2013's "The Man from U.N.C.L.E" and 2017's "Call Me By Your Name."

"With Chris Brown and Johnny Depp, there's a lot of nostalgia attached to them," Cornelius said. "They had a great advantage of having built up these really loyal, really big fan bases that have backed them for many, many years."

She added that they still face widespread criticism, with audiences split on 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 severity of the allegations makes it unlikely Hammer will return to the A-list, Cornelius said, but he may find success with a "niche, smaller group."

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

PR experts say Hammer's podcast could help him rebuild a fan base, but it 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 about the allegations to one of introspection and personal growth.

"It could be a smart move for re-engaging an audience, especially if he's truly open and transparent," Beeching said.

However, both experts said the podcast would not win people over if Hammer seemed inauthentic.

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

"Without addressing the serious allegations, it's probably going to appear more like a distraction than a genuine comeback," Beeching said. "Listeners will need to believe that he's learned and changed for them to fully invest in this journey. Otherwise, I think the podcast will risk just coming off as a self-promotional tool."

On X, users have criticized Hammer for saying in the podcast's opening episode that he "kind of likes" the cannibalism rumors, arguing it was an attempt to divert attention from the other allegations.

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

"When a celebrity re-enters the public eye too quickly, it can often feel like they're more focused on their career recovery over implementing real change," Riaz said. "It will show he is prioritizing personal growth."

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

"I think simply staying in the spotlight won't be enough for him to secure a lasting comeback," Beeching said. "Rebuilding trust after a scandal like that will require major physical accountability and a narrative that shows he's taken responsibility.

"Trust isn't just about forgetting, it's about proving that lessons were generally learned."

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