This paper deals with the subject of Balkanism and puts forward the thesis that it serves as a profit in the film industry. Addressing the Balkans as a concept and Balkanism as a type of discourse, the arguments point to a certain type of representation of the Balkans and the Balkan peoples in film titles, and through the examples of the following films: "Underground" (directed by Emir Kusturica, 1995), "No Man's Land" (directed by Denis Tanović, 2001), "In the Land of Blood and Honey" (directed by Angelina Jolie, 2011). This paper examines the position of these film titles at the level of global success, the context of their creation and audience reaction to them. Through these film titles, whose theme is the Balkans and its identity, regardless of the nationality of the director (referring to the titles of foreign authors who nevertheless dealt with topics related to the identity of the Balkans), the acceptance of Balkan identities as Others to themselves is explored, which enhances the success of a certain film title and recognition on a global level. A survey conducted with certain target groups investigates their attitude towards the portrayal of the Balkans and its identity in the film, with an emphasis on the mentioned titles. Also, the survey investigates what the term Balkans means for individuals and whether they identify with the imposed one of the same. Through the research of literature, sources, film titles and survey research, this paper deals with the question of the Balkans as a living concept and where it is in the film industry, i.e., whether it brings profit at the level of worldwide success or popularity.