In the following article, some films produced with the support of Bord Scannán na hÉireann (The Irish Film Board) since its reconstitution in 1993 are examined in light of the work of global anthropologist Arjun Appadurai and his theory of global cultural flows. I suggest that cinema, primarily of Hollywood origin, has had a notable influence on the development of Irish society and Irish film. Contemporary Irish film itself also reflects the failure of Irish history to excite the imagination of Ireland's youth as effectively as the seductive depictions of America's past as mediated through the Western and gangster films. Indeed, films made in Ireland today reflect the influence of both these genres. However, as the key to the Hollywood continuity style of film-making is its own self-effacement, this has sometimes been reflected in the effacement of people, politics and place in contemporary Irish film as film-makers endeavor to attract a global audience for their work.