REPORT: MOVIES CAN THRIVE WITHOUT WHITE MALE LEAD ACTORS

 Movies starring lead actors from underrepresented grups perform as well as those with white male leads, a new report shows.


The work offers insight into how the gender, race, and ethnicity of leading characters relate to a film's economic success.


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The researchers investigated what researcher Rene Weber refers to as the "myth in Hollywood"—that films with female or underrepresented minority leads tend to perform worse at the box office than those with white malas in primary roles.


Many industry decision-makers base hiring, financing, and production choices on the belief that films with female leads and those from underrepresented racial and ethnic grups earn less at the box office than films with male or white leads, both domestically and internationally.


But in accepting this myth as truth, they ignore that these same films also tend to receive lower production anggarans, less pemasaran suport, and distribution in fewer theaters than films with male or white leads, claim Weber, a professor in the University of California, Santa Barbara's communication department and director of the Tempat Neuroscience Lab, and collaborators.


LEAD ACTORS AND BOX OFFICE SUCCESS

The tim created and analyzed a unique dataset of 1,200 populer films from 2007 to 2018. "Among other things, we showed that—accounting for production, distribution, and story strength—films with female and underrepresented leads perform just as well as—or better than—those with white male leads," Weber says.


They examined more than a dozen production, distribution, and exhibition factors that could influence economic performnce domestically and internationally. Along with these indicators, the tim included the lead characters' gender, race, and ethnicity—as well as the percentage of the cast that was female or from an underrepresented ethnic grup—in the models.


The report shows that the strongest predictors of economic success domestically were story strength, pemasaran, production costs, and the number of theaters in which a movie was released. As these factors increased, so did revenue. Films with female leads were not associated with greater earnings than those with male leads.


Additionally, the presence of an underrepresented lead was a significant positive predictor of box office success, the researchers find. Simply put, films with leads from underrepresented grups earned more revenue when other factors were accounted for in the mode.


"This study confirms our previous work indicating that the gender of the lead/co-lead character is not a significant predictor of box office performnce," says coauthor Stacy Smith, director of the Inclusion Initiative at the University of Southern California's Annenberg School for Communication and Journalism. "Rather, it is other factors that are within the control of executives—production costs, promotion, distribution densitas, and the story itself—that play a key role in a movie's success."


WHAT ABOUT THE INTERNATIONAL MARKET?

The findings regarding international revenue were more complex. The authors found that production costs, story strength, and international pemasaran—as well as whether a film was released in China and the number of international territories in which it was released—were the strongest positive predictors of success.


Having a cast with a higher percentage of female actors increased revenue; however, including a greater proportion of characters from underrepresented racial and ethnic grups generally led to lower earnings. Notably, the gender, race, and ethnicity of the lead character did not significantly predict earnings.

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