The subject of this paper is the impact of cinema for the creation of negative stereotypes about the Serbs. The paper analyzes the postmodern theory of Jean Baudrillard, where the media have great influence in directing social processes. The media can serve the development of democratic consciousness and culture of peace, but also to stir up racial, religious and national hatred, as one-sided reporting of significant events in the society. After the well-known events in the early 90s of the past century, Serbia was left for the 'external branding' of the various international institutions, the Hague tribunal, and now the cinema is one of the important factors of the negative branding of our state and nation. The paper analyzes the 13 western films, dating from the mid-nineties to the present. Although some stereotypes can be positive, in the analyzed films exclusively negative stereotypes about Serbs ethically and with the following: 1) terrorists, 2) war criminals, 3) the aggressors, 4) rapists and 5) the Communists. Last stereotype is very interesting for the western cinema because it was necessary to present the Serbs as the last bastion of communism in the Balkans.