This image released by Disney shows Anthony Mackie in a scene from Marvel Studios 'Captain America: Brave New World'. (AP)

A growing campaign is pushing for a boycott of "Captain America: Brave New World" because of its reported ties to "Israel" amid the Israeli war on Gaza.

The next Marvel motion picture, which will be released in theaters on February 14, has sparked controversy after pro-Palestine demonstrators rallied at its Los Angeles premiere on Tuesday.

The latest film in the Marvel Cinematic Universe (MCU) features Israeli superhero Ruth Bat-Seraph, commonly known as Sabra, who has previously garnered criticism.

The movie casts Israeli actress Shira Haas, who plays the character Sabra, and highlights Marvel's supposed links to Israeli groups.

According to the comedy, the name Sabra refers to a native Israeli and is derived from a prickly pear. She first appeared in the Incredible Hulk comic book series in the 1980s, created by Bill Mantlo and Sal Buscema. Her initial blue and white dress was based on the Israeli flag.

However, the term holds different meanings for Israelis and Palestinians. To Israeli Jews, a Sabra can be an Israeli Jew born in occupied Palestine. However, the name Sabra refers to a refugee camp in Lebanon, where Israeli forces oversaw the slaughter of hundreds of Palestinians at the hands of right-wing Lebanese militias.

In July, Marvel rewrote the controversial character Sabra for its latest film Captain America: Brave New World as a "high-ranking US government official," omitting her Israeli background and storyline amid "Israel's" genocide in Gaza.

In the original comics, Sabra is originally a Mossad agent who served in the IOF, as well as a former Black Widow in the Cinematic Universe's fictional assassin program. The reconstruction of Sabra offers a different biography to the 1980s character's origin story since her Israeli identity has been dropped, and she has been redesigned as an alter-ego named Ruth Bat Seraph, who will be played by Israeli actress Shira Haas.

According to the Boycott, Divestment, and Sanctions (BDS) movement, in addition to hiring Israeli actress Shira Haas, Marvel has financially backed the Israeli military, which has fueled discontent among activists opposed to the movie.

In 2022, Marvel told Variety that characters are always "freshly imagined for the screen and today's audience, and the filmmakers are taking a new approach with the character Sabra who was first introduced in the comics over 40 years ago."

Yet, this did not deter protesters, who according to Variety, screamed "Free Palestine" at Tuesday's premiere and brandished placards reading "Sabra has got to go" and "Disney supports genocide," among other slogans.

The internet effort to boycott "Captain America: Brave New World" is part of a larger movement to boycott big firms with links to "Israel".

Discussions on sites, such as Reddit and X began in 2022, when the film was originally revealed. The boycott attracted public attention once Marvel revealed Haas' position, prompting considerable outrage from campaigners.

Despite the criticism, the film will premiere in the US on February 14. With demonstrations persisting, it's unclear how Marvel will manage the reaction leading up to the film's release.