#TimesUp is taking on the world of film criticism. “Together we aspire to bring together a broader collective of entertainment critics [and] writers, each of whom are dedicated to the art of critical expression, and who speak to audiences in every one of our communities,” a newly launched section of the #TimesUp website explains.

The movement is encouraging critics and entertainment reporters to create a profile for Critical, a new tool designed “to reach our goal of providing a strong bridge between content and audiences whereby we ensure that every voice is heard.”

Critical comes in the wake of new research from the USC Annenberg Inclusion Initiative. The study concludes that “on screen and behind the camera in film, Hollywood is predominantly ‘pale and male,’” and the same “is true of film critics as well.” Across the 100 top movies of 2017 and 19,559 reviews, white critics wrote 82 percent of reviews and white males accounted for a whopping 63.9 percent of reviews. While women in general are underrepresented in the industry, women of color are especially so. “Two-thirds of reviews by Top critics [at Rotten Tomatoes] were written by White males (67.3 percent), with less than one-quarter (21.5%) composed by White women, 8.7 percent by underrepresented males, and a mere 2.5 percent by underrepresented females,” the report notes.

Brie Larson cited the study at Women in Film’s Crystal + Lucy Awards earlier this month. She emphasized the “huge disconnect” between the U.S. population vs. film reviewers. “Why does that matter?” she asked. “Why am I up here talking about statistics when I could be up here talking about my publicist?” Larson clarified that she doesn’t “hate white dudes,” but considers their overwhelming prevalence in film criticism a problem.

“What I am saying is that if you make a movie that is a love letter to women of color, there is an insanely low chance a woman of color will have the chance to see your movie and review your movie,” the “Room” star said. “We need to be conscious of our bias and make sure that everyone is in the room.”

#TimesUp’s mission is to “set target inclusion goals for critics and entertainment reporters that represent the population,” which amounts to 30 percent white males, 30 percent white females, 20 percent minority males, and 20 percent minority females.

You can create a profile on the #TimesUp page now.