Infrequent Moviegoers More Likely to Buy Tickets for Films With Diverse Casts, Study Shows

A new study of moviegoer attendance shows how significant the impact of diverse representation can be on a film’s ticket sales. The study, which was published by analytics company Movio on Thursday, found that infrequent moviegoers from non-white demographics bought tickets in much larger numbers for films that featured casts that reflected their ethnicity. The study also found that films that featured an underrepresented lead had a much larger audience share from the lead’s ethnic or racial group compared to a film from the same genre or studio that did not. For example, Pixar’s “Coco,” a tribute to Dia De Muertos and Mexican culture, was nearly 75% more Latinx than the audience for “Incredibles 2,” the highest grossing animated film of all-time. African-American audience share for “Black Panther” was 38% higher than that of “Avengers: Infinity War,” a film that featured the characters of “Black Panther” but not as prominently. On the horror side, Movio found that the audience for Jordan Peele’s “Us,” a film that focuses on a black family and their murderous doppelgängers, had double the black audience of “A Quiet Place,” a film centered around a white family. Analyzing a trio of similar Romantic Comedy titles, the research found...

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