A recent study and corresponding database from Creative Artists Agency (CAA) found that diversity does, indeed, sell. As the Los Angeles Times writes, the research suggests that racially inclusive movies — whether they are blockbusters or indies — consistently earn more at the box office than their non-diverse counterparts. Overseen by CAA’s Christy Haubegger and Talitha Watkins, the study concludes “that across every budget level a film with a diverse cast outperforms a release not so diversified.”
CAA conducted the study in response to the MPAA Theatrical Market Statistics report, which found that the number of non-white moviegoers is increasing. Forty-nine percent of 2016’s movie tickets were bought by people of color, although they represent 38 percent of the population.
Analyzing 413 movies that were released between January 2014 and December 2016, the study considers the ethnicities of the top 10 billed actors of each film, 2,800 individuals total. For the 10 highest-grossing films in 2016, people of color comprised 47 percent of the opening weekend’s audience. Seven of the 10 top-grossing films boasted majority non-white audiences on their opening weekends.
What’s more, “truly diverse” films — what CAA calls a film with a cast that is 30 percent non-white or more — earn more than non-diverse films no matter the budget. As for audience members, “the average opening weekend for a film that has a ‘truly diverse’ audience, pegged at 38 percent to 70 percent non-white, is $31 million versus $12 million for films with non-diverse audiences.”
The CAA study’s findings align with the 2017 Hollywood Diversity Report, which stated that movies with diverse casts boast the highest median global box office and the highest median return on investment. The report also noted that diverse films from 2011 to 2015 outperformed expectations at the box office.
“Star Wars: The Force Awakens,” led by Daisy Ridley and John Boyega, was the most successful movie studied by CAA. People of color represented 40 percent of the 2015 blockbuster’s cast and 38 percent of its audience.
CAA will officially unveil its research and database today at Amplify, its private leadership conference in Laguna Beach. The conference will bring together an inclusive group of artists and leaders “with an eye to accelerating the growth of diversity trends.” “13th” director Ava DuVernay, “Scandal” star Kerry Washington, and former White House advisers Susan Rice and Valerie Jarrett are among the attendees.
“The hope is that seeing real numbers attached to the success of the inclusion of more voices and diverse casts will be further motivation for studios, networks, and others to be really conscious of the opportunity,” said CAA prez Richard Lovett.
Below are some study highlights:
- For the top 10 grossing movies of 2016, 47 percent of the opening weekend audience were people of color.
- For the top 10 grossing movies of 2015, 45 percent of the opening weekend audience were people of color.
- Seven of the 10 highest-grossing movies from 2016 delivered opening weekend audiences that were more than 50 percent non-white.
- Four of the 10 highest-grossing movies from 2015 delivered opening weekend audiences that were more than 50 percent non-white.
- Films with a “truly diverse” cast outperform non-diverse films at the opening weekend box office.
- The average opening weekend for a film that has a “truly diverse” audience is $31 million, compared to $12 million for films with non-diverse audiences.
- A more diverse cast brings a more diverse audience, which brings in more money.
- The best-performing movie featured in the study was “Star Wars: The Force Awakens.”
- The whitest genres casting-wise are horror and fantasy.
- The most diverse genres are comedy and thriller.
- Caucasians are more likely to flock to drama and romance; black people to biopics and thrillers; Hispanics to horror and animation, and Asians to fantasy and animation.
