Mark Wahlberg and 'Contraband' Are Winning Again on Netflix, Proof Old Films Still Have a Market

More than a decade after its theatrical debut, the crime action film Contraband (2012), starring Mark Wahlberg, is drawing attention again. According to Netflix Tudum data, the film now ranks fifth among the most-watched films in the United States this week. The resurgence of older films on streaming platforms is an increasingly common phenomenon, and Contraband is the latest example.

Directed by Baltasar Kormákur, Contraband tells the story of Chris Farraday (Wahlberg), a former smuggler who has left the criminal world and tries to live quietly with his family. But when his brother-in-law falls into debt with a drug dealer, Chris is forced back into the world he once left behind to protect his loved ones. He sails to Panama with a crew to retrieve a large sum of counterfeit money, a mission that turns out to be far more dangerous than expected.

Although it was never a critics' favorite—its Rotten Tomatoes score is just 50% from critics and 57% from audiences—Contraband offers classic appeal: a widely known star, tense smuggling action, and an easy-to-follow plot. That combination appears to have helped the film find a new audience on Netflix, especially among those looking for entertaining viewing without having to think too hard.

The Contraband phenomenon is nothing new in the streaming era. Platforms such as Netflix, Amazon Prime, and Disney+ routinely see viewership spikes for older films that may not have been big hits on their initial release. Recommendation algorithms and watchlist curation play a major role in reviving forgotten titles. For Netflix, this is a cost-effective strategy: it does not need to produce new content, only to make use of its existing catalog.

"Films like this are proof that entertainment value is not always determined by critics' reviews. Streaming viewers look for comfort and familiarity, and Contraband delivers that," said an entertainment industry analyst who declined to be named.

In Indonesia, a similar phenomenon is visible. Local and global streaming services are increasingly aggressive in offering older films as part of their subscription packages. Indonesian viewers are known for their diverse tastes, and Hollywood action films with famous stars like Wahlberg remain a draw. The presence of Contraband at the top of the Netflix US chart could be a signal for platforms in Indonesia to promote the film as well, or at least show that catalog content remains relevant.

Looking ahead, the question is whether the success of Contraband will push Netflix and its competitors to take catalog curation more seriously, or instead accelerate the production of fresher original content. What is clear is that viewers still make room for a simple action film with big-star appeal—a lesson for the industry that not everything has to be complicated to be enjoyed.