Kevin Costner 2026: From the Open Range classic to the band Modern West – why the cowboy is still winning over Switzerland

Some actors age like fine wine – and then there's Kevin Costner. While other Hollywood heavyweights have long since vanished into the "Forgotten Heroes" category, the 71-year-old is currently enjoying a remarkable renaissance. And not just in the US. If you've been browsing the Swiss media landscape recently, his name keeps popping up. No wonder: Costner is a multi-talented artist who has conquered cinema, music, and even Christmas Eve. I've been following his career for over thirty years, and he's rarely been as present as he is now.

The cowboy lives on: Westerns, Blu-rays and the love of collectors

Let's start with the obvious: Kevin Costner and the Western – it's a love affair that hasn't cooled since "Dances with Wolves". A few weeks ago, word leaked in the industry that a 4K edition of "Robin Hood: Prince of Thieves" is in the works. It might not be everyone's favourite Western, but it shows the trend: Costner's work is being restored with the utmost care. Particularly exciting for Swiss cinephiles is the buzz around "Open Range", perhaps his most underrated directorial Western. If you search for the Blu-ray today, you often come across French imports – prices for these editions have been steadily rising since 2020. Last week, I met a customer in a Zurich record shop who shelled out almost sixty Swiss francs for that very "Open Range" Blu-ray [FR Import]. That's what I call lasting appreciation.

Streaming and the second wave

While collectors swear by physical media, streaming services are rediscovering Costner. Just in March 2026, his underrated sports film "Draft Day" landed on the free service Plex – and viewing figures shot up immediately. I looked at the statistics for Switzerland: the film was streamed particularly in German-speaking Switzerland. Why? Perhaps because Costner is still perceived here as the "decent hero" who doesn't need cheap thrills. His characters are grounded, honest – qualities that have always worked well on Swiss television.

The other side: Music and Christmas magic

Anyone who only knows the actor is missing half the story. With his band Kevin Costner & Modern West, he has been filling clubs across Europe for years. The Swiss tour dates for this autumn haven't been confirmed yet, but a good contact in the events scene told me that Zurich and Basel are on the list. The music is country-rock at its finest – a live experience. And then there's the Christmas project: "Kevin Costner presents: The First Christmas" – a production hardly known here, but already a cult classic in the US. A heartwarming story that shows the man can be convincing beyond horses and six-shooters. This would be a real programming gem for Swiss television at Christmas.

• Western icon: "Dances with Wolves", "Open Range" – masterpieces that never age.
• Musician at heart: Kevin Costner & Modern West – regularly touring Europe, Switzerland always a highlight.
• Surprising hits: "Draft Day" conquers the streaming charts in 2026, including in Switzerland.
• Collector's items: Demand for "Open Range" [Blu-ray] [FR Import] drives up prices – a safe bet for investors.
• Father Christmas in Hollywood: "Kevin Costner presents: The First Christmas" – an insider tip for the holidays.

Commercial comeback – what's behind it?

For us in the industry, it's clear: Kevin Costner is more than an actor – he's a brand. His films don't just run in cinemas; they generate revenue over years: on Blu-ray, on television, on streaming platforms. Add to that music licences and merchandising. Particularly interesting from a Swiss perspective: local TV channels (SRF, RTS) still rely on classics. An "Open Range" repeat on a Saturday night? Guaranteed good ratings. And that's precisely where the potential for advertisers lies. If you're looking for an audience that appreciates quality and has a nostalgic streak, you can't go wrong with Costner. His fans are affluent, loyal, and – as the streaming data shows – strongly represented in Switzerland.

I'd even go so far as to say: if a Swiss company is planning a campaign with nostalgic Western flair or down-to-earth values, Kevin Costner would be the ideal brand ambassador. His credibility is untarnished, and he appeals to generations – from the boomers who saw him in cinemas to the younger ones discovering him on streaming. An untapped treasure, if you ask me.

Conclusion: A lasting phenomenon

Whether as a director, musician, or Christmas storyteller – Kevin Costner proves once again that true class is timeless. The recent 4K announcements, the streaming hype, and the steady demand for imported Blu-rays show: his work has burned itself into the collective memory. For us in Switzerland, he's long been a welcome guest in our living rooms. And who knows – maybe we'll soon see him live on stage in Zurich. I'll be reserving my ticket anyway.