Diverse casting leads to box office success, study shows

A study released by the Creative Artists Agency showed that, from 2014 to 2016, movies with more diverse casts out-performed others at the box office

A new analyse by the Creative Artists Agency( CAA) says that films with more diverse castings perform better at the box office than less diverse ones, corroborating what people and performers of colouring have been arguing for years.

The data, which studied 413 movies released between January 2014 and December 2016, catalogued the ethnicity of the top 10 performers per movie , noting that those with at least a 30% non-white casting have tended to financially outperform cinemas that fail to reach that threshold.

Additionally, people of color constituted nearly half( 49% in 2016, 45% in 2015) of the ticket-buyers who attended screenings during the opening weekends of many of the most successful movies released within the time period of the CAAs study.

Bolstering the data from the study are the box office number of recent films like Get by, which has to date earned $250 m, and Hidden Figures, which grossed $230 m. The former made Jordan Peele the first African-American director to cross the $100 m threshold in his debut scene. Furthermore, the highest grossing movie of the last eight years( and the third-highest grossing one all day ), Star Wars: The Force Awakens, has been lauded for its inclusive casting, led by John Boyega.

The data will be released during a CAA leadership conference Wednesday in Laguna Beach. Christy Haubegger, who heads up the talent agencys multicultural growth group, told the Los Angeles Times that the interesting things that the most successful movies share is that theyre broadly appealing to diverse audiences. She continued, telling the data is proof people want to see a world that looks like theirs.

The study also included some interesting information regarding the types of movies to which members of different ethnic groups flock, and also the genres that generally practice more equitable casting methods. For instance, black moviegoers tend to see biopics and thrillers, while white ones are more likely to buy tickets to drama or romance cinemas; Hispanics, such studies procured, go more for horror and animation, and Asians for fantasy and animation. Moreover, the casts of horror and fantasy cinemas are more largely white, while slapsticks and thrillers are more diverse.

Richard Lovett, president of the talent agency, told the LA Times, the hope is that insuring real numbers is connected to the success of the inclusion of more voices and diverse castings will be further motivating for studios, networks and others to be really conscious of the opportunity.

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