Maybelline Downplays Protest Against CW’s ‘The 100’

the 100 lexa dead killed thirteen
Courtesy of The CW

At first blush, cosmetics giant Maybelline didn’t seem to care much for the CW drama “The 100.”

In a Twitter post made in mid-March, the company said it decided “to no longer advertise on that show,” in response to a follower who asked the company to stop sponsoring the program. “We agree with your stance.” The company was addressing fan outrage sparked in early March by the death of a “100” character, Lexa. Played by actress Alycia Debnam-Carey, the lesbian warrior was killed by an errant bullet moments after a love scene with Clarke, the show’s female protagonist. And her demise gave rise to accusations the drama was feeding a TV-industry trope that kills off lesbian or bisexual characters, particularly after they find a happy or satisfied moment.

Since that time, however, Maybelline has removed a small handful of tweets that suggested it continued to protest the series. Behind the scenes, according to a person familiar with the situation, the beauty advertiser moved a single 30-second ad slated to run in “The 100” elsewhere on the CW’s schedule. The company did not pull any of its ad dollars from the network, this person said.

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The marketer, which spent more than $308 million on U.S. advertising in 2014, according to data from Kantar Media, appears to be following the steps of a playbook gaining increasing acceptance on Madison Avenue. Advertisers who find themselves associated with controversial programming tamp down the furor among fans by communicating with them on social media, but in reality don’t do much beyond their sympathetic statements.

Representatives from Maybelline and its corporate parent, L’Oreal, did not respond to several email inquiries seeking comment. The CW declined to make executives available for comment.

A large swath of TV consumers was outraged by the disclosure last summer that Josh Duggar, the oldest child in the clan depicted on TLC’s popular “19 Kids and Counting,” molested his teenage sisters more than a decade ago.  General Mills, Yum Brands’ Pizza Hut, PepsiCo’s Pure Leaf Iced Tea, Choice Hotels and Crayola LLC were among the advertisers that told the public they shared their distaste for the series. In reality, none of them pulled any of the ad money they had previously earmarked for TLC or other Discovery Communications-owned outlets, according to a person familiar with the situation. The advertisers simply made sure their commercials did not run when “19 Kids” was on the air.

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To be sure, Maybelline’s statements energized a fan base. And it remains unclear if the company will allow its commercials to return to the series. Yet many large advertisers are known to screen TV series for content on an episode-by-episode basis, requesting ads be pulled if some element of dialogue or plot does not adhere to standards.

But the conflagration appears to have tamped down. Late last month, “100” creator Jason Rothenberg spoke about the controversy at length during an appearance at the WonderCon comics and movies fan event. Rothenberg at the time acknowledged he might have changed the circumstances of Lexa’s death so as to be more sensitive to audience concerns.

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  1. Mari says:

    Okay, first, I have to say that whole idea of gay and lesbian relationships on a world where human beings are literally trying to save their species is ridiculous. Especially for anyone who believes in evolution as a scientific theory. The biological need to survive trumps every other need. I can see where, in our world now, where we seem to be over populated, that the need to procreate is dampened and sex has become a recreational sport for a lot of humans…. but in a world where human beings are on the verge of extinction, the biological need to see the species survive would overpower any gay or lesbian DNA….

    Now with that out of the way, how can the target audience watch this show without just feeling completely insulted….. I mean, seriously? From the first episode and on, the writers are just slapping you in the face with one shallow plot after another…. like, even when they’re in the process of crash landing, Finn is already flirting with Clarke…. Then there’s Bellamy to any semi-attractive female, “Hey, we have been sent to a possibly still radiation soaked planet to die, and we are surrounded by death, but you’re kind of hot….” and within the first day or so, in spite of the lack of food, water, and any real shelter, everyone is hooking up and Bellamy is having threesomes? I mean, I know I just ranted about the biological need to survive, but that was about the survival of the human race…. we are going to put our own individual survival first, which means food, water, shelter, etc…. over everything else. We aren’t going to stop and waste time and energy on recreational sex.

    AND…. we see one or two creepy animals here and there, but that’s all? How BOOOORING! And completely unrealistic…. and yet we are supposed to be so shallow and superficial that we aren’t supposed to notice that, because we are supposed to be completely fixated on whether or not everyone is hooking up enough…. (really? Bellarke?)….

  2. John Hammond says:

    So now it’s not enough to include. Now they’re never allowed to die either? If you want to have your own show the start your own show but stop acting like you get to dictate the story line.

    • HumanityIsCancer says:

      You gotta admit, they sent her off in a pretty stupid way. Lexa, intelligent and battle-hardened warrior, hears gun shots from the other room. Thinking fast, she… throws the door open and walks inside?

    • Theonesmartpersonhere says:

      majority of the comments are homophobic Whitney people. Ignore them maybelline! You have no idea how good it is to know companies are standing up against the mistreatment of LGBT people!

  3. ladylarunai says:

    maybeline make sub par makeup anyway that still uses animal testing, so as much as those slutted up bunnies might not agree with one lesbian character dying (oh no!) compared to the thousands of other every gender/race/sexuality that die, reasonable people can move on and not try to make imaginary characters a protected class that cannot die in films

  4. jj19871 says:

    “TV-industry trope that kills off lesbian or bisexual characters” People that say things like that are ruining art.

  5. muli says:

    if Maybeline stopped sponsoring i will stop using their product coz thats a silly reason

  6. Daoud M says:

    By all means promote the idea gay people like me are fragile creatures who won’t tolerate the same script given to straight people. Sarcasm. This is doing more to return to the hate we fought so hard to overcome and appalling that Maybeline, a company that has no spine, acquised to the deranged shrills.

    • savvytv says:

      Yes omg thank you. All these shreiking ninnys having a fit over a plot line that has been delivered a thousand times over with characters of all genders, race, and sexual orientation as if it was designed to specifically hurt them. And tgen having the nerve to scream and yell as though their opiniins represent the whole of the LGBTQ community. Vocal minorities don’t speak for all of us.

  7. Winterborn says:

    She was the only character I liked on the show but this is ridiculous to say the least.

  8. cid says:

    This is great! I’m supporting Mayblline all the way

  9. Marg says:

    Well, if this is the case, Maybelline did the most suitable thing for their interests. No point in waisting customer service time to respond to all the critics and associating the brand with such a troubled tv show when there are hundreds more, and a lot of them with a considerable higher number of viewers to sell to.

  10. Lucy says:

    You guys…The 100 kills of EVERYBODY. The beautiful thing about this show is that it is NEVER about sexual orientation, race, origin, or gender. Look at all of the women in power…the show portrays strong female leaders that are nowhere to be found in ANY other male-dominated television series.

    The actress who plays Lexa was locked into another contract (for a show which earns her more money) and had to leave. They weren’t trying to be cruel to anybody. I was devastated when Lexa died…she and Clarke were my favorite couple after Octavia and Lincoln. But I’m level-headed enough to realize that Jasper lost his lover (Mia), and Robin and Clarke lost their first loves (Finn), and this show is the MOST progressive and liberal series on television right now.

    Are you guys forgetting Clarke’s lesbian scene with the blonde actress in the shop? Or Miller and his boyfriend’s make out scenes and “I love you” exchanges? These kinds of displays are UNHEARD OF in the entertainment industry, and yet you people are hung up on Clexa.

    You know what’s going to happen if you guys keep trying to bully The 100 out of production? All of that minority actors that you claim to care so much about are going to lose their jobs. That’s right–the African American actor who plays Miller (a LGBTQ character!!!) and the Asian American actors who play Monty and his mother are going to be jobless and struggling to find work in an industry that really does NOT provide representation for POC. How many other shows normalize women & racial minorities in power? How many normalize LGBTQ couples the way The 100 does? NONE.

    Yeah, Lexa died. But so does literally EVERYONE else on this show. I would not be surprised if Bellamy was the next one to go. But guess what? You guys are the ones being racist and homophobic if you think the reason the show runners killed of these characters is because of their sexual orientation or race.

    I want you guys to look around at every other show on TV right now that’s aimed at teenage audiences. The 100 has the best representation. Is it perfect? No. But it doesn’t claim to be. The show isn’t a love story. It’s a post-apocalyptic SURVIVALIST thriller. It has many elements that are more progressive than any other TV-series every aired to date. If ratings drop, no one is going to write a similar series because networks will want to avoid these types of advertising issues.

    They’ll keep staying away from LGBTQ and POC plot lines because they’ll be too afraid of the slightest move provoking backlash.

    So good job everyone. Pat yourselves on the back. You’re SHUTTING DOWN your own F-ing communities and you’re too stupid to even know it. The only people on air right now that are trying to be inclusive, you guys are shooting at. Golly gee, I can’t wait to return to all-white, all-straight shows like Hannah Montana and Pretty Little Liars. THANKS GUYS. I guess we’ll just all keep living in the world where badasses can ONLY be men, and women aren’t strong enough to be powerful leaders. Oh wait, I’m starting to sound like a conservative. The sh*t you guys are b*tching about is EXACTLY what you whiny complainers are fueling.

    • HumanityIsCancer says:

      Maybe most of the secondary characters die, but none of the established main characters have been hacked off yet. Kane, Abby, Jaha, Clarke, Bellamy, Octavia, Murphy… These characters have some serious plot armor and have been involved in drastic situations where they, somehow against all odds, lived. I’ll honestly be surprised if they chop any of these characters out. Well, except maybe Kane. They seem to be beefing him up for some tragic death. This whole show has really become way too predictable.

      I mean, the whole ‘amazing’ techno-tentacle-doohicky plot element was pretty much pulled out of the director’s ass when he was figuring out how to kill off Lexa and tie all the stories together. How can you start a TV show and not know where the hell you’re going with it? It’s like he was expecting it to fail or something.

      Anyway, wonder which actor will find a better gig next and be killed off to further the plot? This has apparently happened for two major-secondary characters so far (Lexa and Lincoln).

      Guess contracts are more likely to kill major characters in this show than actual apocalyptic-fueled events.

    • Linny says:

      Wow. You really must not watch much TV. I don’t really know where to start but let’s do with with strong female characters on TV: Castle, Rizzoli and Isles, Major Crimes, Game of Thrones, American Horror Story, Bates Motel, Law and Order SVU, Orphan Black, The Fosters, How to Get Away with Murder, Scandal and so forth. So for strong female leads I rather watch other shows than ‘The 100’.

      I wouldn’t call it the most progressive show on TV. Orphan Black was aiming for that title too, and they decided to reduce to LGBTQ stereotyping just as The 100 did. There are so many other ways they could have written Lexa off. It’s the fact that they used a very common tactic (which has been used since the 60s) to kill her off. It’s not the fact that she did per say it’s the fact how and when she died.

      Don’t get me started on Miller. I don’t mind him being gay, and him and his bf are cute together but it came out of nowhere. It was literally like “since we’re killing Lexa off this season let’s add a gay couple for representation”. That’s how it felt. And about these kinds of displays on TV. They are not unheard. In 2016 ALONE, 13 new shows (started airing in 2016) have introduced LGBTQ characters. During the 2014/2015 tv season 42 shows had lesbian/bisexual characters. The thing is that LGBTQ characters are not unheard of but they are often reduced to supporting/guest roles and often stereotyped. THIS IS A PROBLEM! What is needed is for this to change. Just as stereotyping for POC characters need to change.

      If you want to see a show that normalize LGBTQ couples and actually treat POC characters with respect I suggest you start watching The Fosters. Now that is a show that ACTUALLY treats minorities like normal people. Unlike what The 100 is doing. Also let’s bring up Blackish and Fresh Off the Boat while we are at it.

      THE FACT IS THAT THEY REDUCED LEXA’S DEATH TO A STEREOTYPED TV TROUP! How they killed Lexa is stereotyped. They way they killed Lincoln is stereotyped. Some historic studies will show you that. And Bellamy is not going to die anytime soon because he reads as a white characters and they are WAY less likely to die on screen. Let’s look at the people who have died on The 100: Anya (POC), Lexa (LQBT), Lincoln (POC), Grounders (POC, portrayed as savages. Kinda like when the Europeans invaded the ‘New World’), Wells (POC), Gustus (POC). I’ll give you Finn. However, the majority of deaths on the show involves POC characters. Great showrunners.

      Sorry but the show aimed at teens with the best representation right now is The Fosters. It has lesbian/bisexual/gay/transgender representation. From the teens on the show to the adults. Ratings are dropping because The 100 is destroying what was good about the show. Shows like The Fosters is what makes TV progressive. The fact is that we want shows like The Fosters with well-rounded representation. Not shows like The 100 that reduced representation to stereotypical behaviour.

      I will pat myself on the back because this means they will open their eyes to the fact that throwing in LGBTQ and POC characters does NOT constitute representation. It constitutes stereotypical behaviour. And I applaud advertisers like Maybelline for pulling their ads from such shows when they can support shows like The Fosters.

      And BTW, Pretty Little Liars actually have LGBTQ representation. I’m not saying it’s any good but they have it. And for good strong female lead characters, see my comment above. Plus they also have POC characters as main characters. And please, feel free to watch Major Crimes and it’s original show The Closer. Together they have over 10 seasons of strong female leads. I applaud those shows for being progressive. Not The 100.

      • Erin says:

        Linny I get what you’re saying. Also Black Sails is a types of genre I enjoy thanks for introducing me to it :) I’m only a few episodes in so I’m still trying to see how it better represents the LGBT community. I did find out it is a little inappropriate to watch at my workstation. That was a little awkward with the bible thumper working across from me lol

      • Linny says:

        @Erin (these reply buttons are confusing I do agree, I hit the wrong one as well). I still wouldn’t call The 100 progressive because it has a diverse cast. But still everyone is entitled to their own oppinion. And yes, The Fosters is aimed as teen audiences and I acknowledge that fact because “Lucy” brought up that The 100 is also aimed a teens (or youths as it’s main demographic). SyFy shows with better representation than The 100 include Sense8 and Black Sails.

        It’s not the fact that people die on the show or that actors leave that are the problem. It’s the way the writers write their deaths. Imagine Lexa dying in battle as a true warrior, or Lincoln for that matter. But no, the showrunner choose to reduce their deaths to common stereotypes of LGBTQ and POC characters. That is why people are upset. We all knew Lexa was going to leave the show because the actress had another job. But it does NOT mean the showrunner has to resort to a TV Troupe to kill off the openly lesbian character. The problem is also that the showrunner baited the LGBTQ community to watch because of Clarke and Lexa’s upcoming romance. Hence, he drew that audience in knowing fully well that he would kill off Lexa. THAT is why people are upset. It’s not about a lesbian character dying on The 100. IT’S ABOUT SO MUCH MORE! And the showrunner does deserve this backlash because it was actively baiting LGBTQ persons to watch the show.

      • Linny says:

        Dear Chloe,
        Considering the large Caucasian population of Mt. Weather portrayed as “civilised”, whilst Grounders (mostly depicted as POC) are portrayed as “less civilised”. I wouldn’t say The 100 have better representation. Sure Mt. Weather was blown up, but Grounders are slaughtered in their sleep and generally killed because they are seen as less. And let’s mention they fact that POC characters are killed while white males are written off the show without being killed. Like the last of the Mountain Men that was responsible for killing the Sky People at Mt Weather. White Man kills a lot of people and is exiled. Lincoln tries to save his people and is executed. Hmm. Let’s remember it’s the writers, and ultimately the showrunner, that decides who get’s what fate.

        Actual studies show that POC are more likely to be vilified on TV. Since the majority of those dead on The 100 are Grounders (and mostly represented as POC), I still wouldn’t call it better representation. I would still call it stereotypical behaviour. Actively trying to keep Caucasians alive, and actually killing off POC characters. It doesn’t matter if there are more POC on the show because it’s what they do with those characters that matter. Representation isn’t about just having a diversive cast, it’s about how those characters are treated.

        If TV shows POC as villians people are more likely to think of them as villains in real life as well. It’s a common fact. Because TV has that huge of an impact on our subconscious. I’d happily link you to studies of this.

        I recently saw “Seventh Son” with my niece and I was appalled by the fact that every single character of colour was shown as a villian and was killed in the end. But hey, representation right? Have to show that the cast is diverse.

      • Erin says:

        Sorry my comment was meant for Lucy. But I did read yours after I saw I hit the wrong reply button. I looked up The Foster’s show you mention. I’m not saying it looks like a crap show but the show is made for teenagers. I’m in my 20s and love Syfy. To me it looks cheesy with bad acting and dialogue. I agree with Lucy The 100 is a progressive show and has a broader viewing demographic then some other shows you mentioned.
        Yes I think it was cruel how they built up Clarke and Lexa’s relationship just to kill her a minute later. They could have written it different. But it’s a post-apocalyptic Syfy show where people die. Also, some actors weren’t full cast members. So they were going to write them off the whole time and of course actors are going to go get different jobs.
        The show didn’t deserve this crazy backlash.

      • Chloe says:

        Maybe the reason so many POC have died on the show is because there is just a huge number of POC characters? I think that’s better representation than demanding that none of them die just because of their race. It’s not as if they’ve killed off a ‘token’ LGBTQ or POC character, there are just so many that when someone does die, chances are they’re POC.

      • Erin says:

        I’ve been following Variety on this story since the start. You have said everything I have been saying but even better. I hope it’s finally dying down and this is the end of it. The last episode was freaking sick and it keeps getting better and better. If the fans don’t see that then they haven’t really been watching the show. I still think that he should of took his show to a different network. In regards to this article. Who cares about when people run their advertisements? Doesn’t everybody fast forward through all that anyway? I’m sure no one noticed that Maybelline stop running their ad at that time lol Oh BTW Pretty Little Liars is full of lesbians it’s a pretty good show you should check it out.

  11. Sharknado99 says:

    Oh good grief get over it already.

    • Linny says:

      Wow. You really must not watch much TV. I don’t really know where to start but let’s do with with strong female characters on TV: Castle, Rizzoli and Isles, Major Crimes, Game of Thrones, American Horror Story, Bates Motel, Law and Order SVU, Orphan Black, The Fosters, How to Get Away with Murder, Scandal and so forth. So for strong female leads I rather watch other shows than ‘The 100’.

      I wouldn’t call it the most progressive show on TV. Orphan Black was aiming for that title too, and they decided to reduce to LGBTQ stereotyping just as The 100 did. There are so many other ways they could have written Lexa off. It’s the fact that they used a very common tactic (which has been used since the 60s) to kill her off. It’s not the fact that she did per say it’s the fact how and when she died.

      Don’t get me started on Miller. I don’t mind him being gay, and him and his bf are cute together but it came out of nowhere. It was literally like “since we’re killing Lexa off this season let’s add a gay couple for representation”. That’s how it felt. And about these kinds of displays on TV. They are not unheard. In 2016 ALONE, 13 new shows (started airing in 2016) have introduced LGBTQ characters. During the 2014/2015 tv season 42 shows had lesbian/bisexual characters. The thing is that LGBTQ characters are not unheard of but they are often reduced to supporting/guest roles and often stereotyped. THIS IS A PROBLEM! What is needed is for this to change. Just as stereotyping for POC characters need to change.

      If you want to see a show that normalize LGBTQ couples and actually treat POC characters with respect I suggest you start watching The Fosters. Now that is a show that ACTUALLY treats minorities like normal people. Unlike what The 100 is doing. Also let’s bring up Blackish and Fresh Off the Boat while we are at it.

      THE FACT IS THAT THEY REDUCED LEXA’S DEATH TO A STEREOTYPED TV TROUP! How they killed Lexa is stereotyped. They way they killed Lincoln is stereotyped. Some historic studies will show you that. And Bellamy is not going to die anytime soon because he reads as a white characters and they are WAY less likely to die on screen. Let’s look at the people who have died on The 100: Anya (POC), Lexa (LQBT), Lincoln (POC), Grounders (POC, portrayed as savages. Kinda like when the Europeans invaded the ‘New World’), Wells (POC), Gustus (POC). I’ll give you Finn. However, the majority of deaths on the show involves POC characters. Great showrunners.

      Sorry but the show aimed at teens with the best representation right now is The Fosters. It has lesbian/bisexual/gay/transgender representation. From the teens on the show to the adults. Ratings are dropping because The 100 is destroying what was good about the show. Shows like The Fosters is what makes TV progressive. The fact is that we want shows like The Fosters with well-rounded representation. Not shows like The 100 that reduced representation to stereotypical behaviour.

      I will pat myself on the back because this means they will open their eyes to the fact that throwing in LGBTQ and POC characters does NOT constitute representation. It constitutes stereotypical behaviour. And I applaud advertisers like Maybelline for pulling their ads from such shows when they can support shows like The Fosters.

      And BTW, Pretty Little Liars actually have LGBTQ representation. I’m not saying it’s any good but they have it. And for good strong female lead characters, see my comment above. Plus they also have POC characters as main characters. And please, feel free to watch Major Crimes and it’s original show The Closer. Together they have over 10 seasons of strong female leads. I applaud those shows for being progressive. Not The 100.

  12. T says:

    For any LGBTQ supporter who is upset by the killing of Lexa, you are clearly just being over-sensitive. Most TV shows don’t have any bisexual or gay characters. How about you be happy that this show has been willing to put gay characters into the show in the first place. The killing of Lexa has nothing to do with her sexuality. Throughout this show, they have randomly killed many main characters. Will, Finn, Mia, Lincoln etc. have been killed. Nobody batted an eye when they were killed, but when a homosexual woman is killed, everybody claims the show is “homophobic” and “hateful”. If you can’t deal with your favorite character being killed off, then just stop watching the show. You ruin it for all of us when you complain about everything.

    • Linny says:

      @T
      Me bringing Caucasian into the conversation has to do with me being a political major and studying post-colonialism. I’ll leave it at that. As I have said, it’s the way they killed her. She was killed by a stray bullet meant for Clarke. This is identical to what they did to Tara on Buffy. And how lesbian characters previously have been killed on TV. I would have rather seen her die brutally on the battlefield than reduced to a common TV Troupe. If you look up “Bury Your Gays”, you’ll get some more information. My point is, they could have killed her off in another way. And not right after the love scene. Again, I’m not saying it had to be a “nice” death. Actually, I rather have seen her die in the fight with Roan. That would have been more justified than a stray bullet.

      Killing her off no, probably had to do with ADC leaving, but the way in which the character was killed off had to do with her sexual orientation. I’m not offended, and I hope you are not either. I have tried my best to be civil and argue as best as I can for my cause as you are for yours. I do tend to resort to historic points when I get frustrated, again it’s the colonialism and post-colonialism in me, and the very passionate historian. Hope you have a nice weekend as well.

    • Linny says:

      Over-sensitive?! I’m just going to assume that you are a heterosexual Caucasian and feel entitled to everything in this world. I’m guessing a well-rounded cast that reflects society is not important to you.

      They way in which Lexa died has everything to do about her sexuality as it is stereotypical of lesbian characters and have been for decades. They fact is that the writers and showrunner was well aware of this and decided to go down this route anyway. THAT means that Lexa’s death had every bit to do about her sexual orientation.

      And people are upset about Lincoln’s death. And by the fact that the actor who played him was bullied by said showrunner.

      And I’m sorry minorites are ruing it for you. I’ll make sure to tell those who feel marginalized in society by the way of TV representation, and society in general, that you are having some trouble recognising that there are other people in the world other than heterosexual Caucasians. I’ll also let the Pilgrims know that there’s some witches over there that needs burning up.

      • Linny says:

        @dan
        Again, I WILL resort to “the way she died”. Read up on the TV Troupe “Bury Your Gays”. And I actually saw her death coming a mile away, and it wasn’t a good twist. It’s been hinted at throughout S3. And I’m not taking JRoth’s word for anything. His behaviour about the Clarke and Lexa romance have been disrespectful to the LGBTQ community. He has been queer baiting and it is not something I condone. I would have rather he have said nothing about their romance on social media. Google “queer baiting” and you will see. Actively enticing a community to gain viewership.

        People are not babies for having fictional characters as role models. There are so many studies that show how important TV is as a medium, and how representation on TV plays a big part in creating identities in society. These identities are important for how you see yourself. Minorities are already marginalised in society, and when TV repeats these patterns it is further edged into society. I’ll happily send you a couple dozen studies on this if you are interesed in reading up on how TV is the most dominant form of mass media, and how it is important for identification. Or you can always look up studies by these people: Gauntless 2008; Gerbner et al. 1987; Gerbner et al. 2002; Raley & Lucas, 2006; and Derrick, Gabriel & Hugenberg, 2009.

      • dan says:

        Ohh god…she didnt die because she was a lesbian…she died becuase amc prob told cw that if u want her for the 7 episodes or 8 for season 3 kill her off!……they decided to give her an clarke a well needed happy moment…and her death pushed the plot forwarf with the ai chip in the back of her neck……most lesbians prob get killed off beacuse there not going to let that community dictate his story…..and before you go all like “it was the way she died”…….would u of preferer she got blown up and never had that final moment with clarke…..like christ people its a show where people die……it was a sad momment that probably no one saw coming and with a good twist to her death……..oh and one last thing jason came out and said this show is about reincarnation ….in order for that to happen u have to die……so he basicly gave a spoiler because people are babies and take fictional characters too seriously.

      • T says:

        @Linny
        Why do you keep bringing Caucasian into the conversation? My comment had nothing to do with Lexa’s race or anybody’s race for that matter. I don’t care what color anybody is. White, black, blue, grey, silver, purple. Race doesn’t matter to me at all. I was simply saying that people need to move on and stop worrying that they killed Lexa. This show has killed many characters off. Why is the way they killed her bad? For example. The little girl slit Will’s throat. Clarke stabbed and killed Finn. Pike shot and killed Lincoln. And Lexa was shot and killed as well. What do you want them to do? Put her to death in her sleep? This show is meant for teenagers and teenagers like violence. That’s why the show is so gruesome. Obviously they aren’t going to kill her off “nicely”.

        I don’t know anything about you, and you don’t know anything about me. I don’t wanna bring race into this conversation. I was simply saying that this show has been very pro-LGBT and I don’t think killing off Lexa had to do with her sexual preference. Anyway, I don’t hate anybody, and I hope you weren’t offended by any of my comments. I have my views on the Lexa situation, and you have yours. Have a nice weekend. These comments boards are getting way too hateful. Our conversation has been rational and good, but other people are genuinely being mean to eachother and arguing too intensely. I won’t be coming back to this comment board, but anyway have a nice day!

        T

      • Linny says:

        @T
        I’m used to people disagreeing with me as I study politics. What I did was to assume that you were Caucasian and heterosexual. And I’m not naive enough to believe that everyone agrees with me but when I argue I make sure to backup my arguments with supported facts. And all I have said can be supported by such.

        I’m also not naive enough to believe Lexa would survive. As I said it’s they way in which she was killed that is upsetting. The writers knew about the stereotypical way in which they killed her. They baited in lgbt fans beforehand with the promise she would not suffer the fate she suffered. The outrage is because of how the showrunner and writers handle the situation with the fans and the TV troupe.

        And I was upset when Anya died. Again she was a POC character that died in a cowardly way. And I never believed Anya was heterosexual.

        Again, it’s not about Clarke’s romantic relationship. It is the stereotypical way in which they have treated characters on the show.

        The Christians didn’t settle when they killed everyone who believed in another God. Paganism was the bigger religion before Christianity took hold.

        I don’t want to settle for a second-class citizenship. Therefore I won’t settle for stereotypical behaviour on screen. If you actually study what an importance TV have in society you would understand where this is coming from. It doesn’t matter that it is fiction. Because people will see these stereotypes and believe them true. That is what mass media does. They create what you perceive as reality.

      • T says:

        Haha, Linny, so you claim that you’re not over-sensitive? The minute somebody disagrees with you, you throw insults telling me that I’m a witch burning Caucasian.

        And you do realize that this is a TV show right? Part of the plot is that the commander (Lexa) has to die so that they can introduce a new commander. Just like they killed off Anya so that they could introduce Lexa to the show. I bet if they had made Anya’s character gay, you would have claimed they were “hating” when they killed off her character. But since she was a heterosexual female, you had no issue with it.

        I hope you realize that this show has been more than “Well rounded”. They have shown Clarke making love to several different females. They still have Bryan and Miller as a gay couple, and have shown them kissing as well. It’s not like killing Lexa took the homosexuality out of the show. You should be happy about how much this show supports the LGBT community. If I was an LGBT supporter, I know I would be thrilled with how much exposure this show has given my minority. I’m not trying to be mean, but you need to understand that in life, not everybody is going to agree with you. For example, I like the Pittsburgh Steelers football team. I would love to convince everybody to root for them, but in reality it’s never going to happen. You have your opinion and other people have theirs. You aren’t going to change their opinions by hurling insults at them on the internet.

        Lastly, the writers are the ones who made them gay in the first place. The reason they did that was to please people like you. They can’t keep a character alive forever just because she’s gay. The fact is, the actress that plays Lexa is a heterosexual female. She was just portraying the character that the show gave her. All of this is fiction, it’s not reality. The earth is not full of radiation and we don’t have grounders and mountain men killing everybody. As I said, if you don’t like the episodes, stop watching! Nobody is forcing you to watch the show.

  13. If the past 29 days have proven anything, it’s that the LGBT community is powerful when we band together to make our voices heard. A big thanks to Variety for continuing to cover this issue, and to Maybelline for taking the first step. We back our supporters – I’ll be stocking my cosmetics drawer with Maybelline products indefinitely.

    For anyone who thinks that killing off LGBT characters doesn’t matter, the amount of hatred in the comments section of EVERY SINGLE ARTICLE that has covered this issue for the past month proves you wrong. Positive representation in the media serves to normalize and humanize minorities – TV has been performing this task for decades. Folks who troll these articles just to browbeat those who they perceive as different clearly need to be taught that LGBT folks are no different than straight folks. Putting LGBT storylines on equal footing with straight storylines is an incredibly effective way to bring that message to millions of people every week.

    • Secha says:

      Did you actually read the article? The point the author is making is that Maybelline just shuffled their money around & told fans they support the cause. Nobody lost any ad dollars. Maybelline is just placating you.

  14. adfd says:

    Are gay people supposed to be magical beings unable to be judged? Who cares? I’m sick of hearing about it. If there were no gay people tomorrow, you know what would happen to the world? Nothing.
    I’m sick of hearing about how special they are. Nobody has to like them and that’s the same as anyone else. Deal with it.

    • Eero says:

      People protesting against lazy story telling and questionable marketing efforts by show in TV, translates in you mind that gay people are magical beings that can’t be judged somehow. I would bit check your own world view before you start to judge other people

  15. M. Diandra says:

    Very thankful and proud of Maybelline’s decision to stop supporting the show. They showed us that they truly do care about their customers and that they are an extremely compassionate company. We will forever be grateful, Maybelline. Thank you for standing with us in our fight for better LGBT+ representation and treatment in the media.
    And I’m sure that they’re proud about dropping The 100 after the horrific events in 309. The fact that the showrunner bullied a cast member, who loved his role by the way, so much that he decided to finally leave his job because it was too much to bear is absolutely revolting. And to make matters worse, the way that they decided to kill Lincoln off was extremely disappointing and disgusting. Tropes seem to be a main factor when it comes to writing episodes. Minorities are killed off, mistreated and are made villains in this show. POC and the LGBT+ community deserve so much better.

  16. Justin says:

    Pleased to read this. Pleased by both Maybelline making a conscious decision to end supporting that show that has been on a downward spiral and is having severe backlash online and by Variety who has clearly shown that they’ve done their homework. Good piece.

  17. Amy says:

    What the 100 did was horrific and deeply affected an already mistreated community. Thank you Maybelline no longer supporting the show, you’ve proved that we will no longer stand to be constantly used for *shock value* and *plot twists*, this is part of something so much bigger than the 100, and I think other sponsors should really decide on what side of history they stand on. Minorities deserve better.

  18. Sarah says:

    Have alot if respect for Maybelline after this, told all my friends and they were just as impressed. Thank you for standing with us!! My favourite cosmetics brand now!!

  19. Leah M. says:

    So glad Maybelline pulled out of sponsoring this show. Definitely going to buy and advertise their products because there are not many who are brave enough to support minority communities.

    As for The 100, the way the showrunner targeted young queer girls for ratings for the entire year before season 3 began, the way his writer (Shawna Benson) went into a lesbian forum to lie to these girls about Lexa not being dead only for episode 3×07, an episode Jason Rothenberg hardcore hyped up as being the best one yet, to have Lexa die, and worst of all, have her die two minutes after sex, indulging in that homophobic Bury Your Gays trope, it was all just too unethical and too unprofessional, and straight up cold and cruel.

    It sickens me that two young people have committed suicide because of the personal engagement done directly to young vulnerable queer girls in their own forums that were meant to have been safe spaces. It’s disgusting that this show (Shawna Benson, specifically) infiltrated these forums just to trick a faction of the audience into watching the show for ratings. No show has the right to play with young peoples’ emotions like that.

    And now this show killing off Lincoln the way they did last night…basically having the peaceful black man taken out back to be put down kneeling in the mud while shackled…has Jason ever read a history book? Does he not realize that the way Lincoln was killed is so reminiscent of what is happening in the real world to black men right now? It was so graphic and so sensationalized. Why are all the minority characters getting such brutal and culturally insensitive deaths?

    Ugh, it also sends another nasty message since Lincoln was one half of an interracial couple with Octavia…which parallels that Lexa was one half of a same-sex couple with Clarke…hmm…lots of disturbing subliminal messages in Season 3.

    I think the worst part about Lincoln’s death is knowing that the showrunner bullied the actor who played him to the point that Ricky Whittle had to quit the show and find another job. Then Jason Rothenberg, a white man in power, chooses to kill off his black character in such a racist way…letting the visual of Lincoln shot in the head, bleeding out in the dirt hang there…

    For a show like The 100 to tout itself as diverse and then backtrack this season so quickly and so horrifically, it makes me regret ever wasting my time believing this show was progressive and groundbreaking.

    And the fact that the CW Network is airing this kind of trash on television, well let’s just say I’m done with this network as well. Slaughtering children? Really CW?

    I’m ashamed of all the other sponsors still funding The 100 and this network. I will be gathering a list of all the brands airing commercials during the next episode of The 100 and blacklisting them from my household and I will certainly be spreading the word – the vision of this show has become toxic and any brand or network or person affiliated with it is just as bad.

    • Mari says:

      Wait. What? Lincoln’s black? I did not know that. I thought he was likely, “not Caucasian,” but couldn’t be bothered enough to figure it out…. in spite of the weird creepy stalker like obsession he had for Octavia (how the writers got away with that, I still don’t know), I ended up liking Lincoln…. probably because he was just really good at kicking a–…. sad he had to be killed off. :(

  20. sock says:

    Really happy to see Maybelline publicly demonstrate they don’t agree with hundred team’s twisted social media engagement strategy & use of negative lazy trope. They’ve won a loyal customer & I’ll be spreading the word.

  21. KH says:

    I like you, Variety. Now to get the other companies to stop supporting this show..

  22. Ana says:

    Kudos to Maybelline! More corporate sponsors should take note. TV needs this wake up call, being homophobic and racist in your brand of entertainment is not gonna cut it anymore.

  23. I’m glad Maybelline showed their support for the LGBT fans. I usually don’t care much about brands but you can bet I’m gonna be paying attention to what brand makeup I buy after this. This is how you make your customers happy.

  24. Rena says:

    Lexa isn’t even dead. Did everyone miss the part about how the leaders “reincarnate”? The actress left the show. That’s all that happened.

  25. Jeremy P. says:

    Sorry to say Variety, but what kind of ”journalism” is this? You have no official confirmation from Maybelline nor The CW, as you yourself state, but make your big point of the article (Maybelline is downplaying it) based on ”Behind the scenes, according to a person familiar with the situation” mysterious random person who might or might not be linked to Maybelline….or to The CW…or just some random bloke you talked to who gave you his opinion?

    The only semblance of a fact you present is that THEY DID remove the add from The 100, which was the sole purpose of the campaign. It was NOT to stop it from advertising on The CW but from the show, something you yourself just confirmed. I would ask you respectfully to inform yourself appropriately before writing articles that present the issue incorrectly. Get your facts straight…and, dare I suggest, substantiated by actual official sources….cause…journalism and all that?!

    I can’t believe Variety ran something so badly sourced and informed.

  26. Thuban says:

    What a silly argument. If young viewers are affected by any of the deaths on the show, it’s more likely due to the fact that they kill people off left and right. I just don’t see young people watching these episodes thinking “wait was that person LGBTQ? No? Fine. Wait that other one was? This show and all of society hates gay people!” Not to mention that all the people in an outrage seem to be forgetting that the main character and hero of the show is LGBTQ, and still alive!

    If this is the height of the ills of the LGBTQ community, I’d say they’re doing pretty fine… Stop finding imaginary things to complain about, it’s dragging down those of us who want to see actual equality.

    • Justin says:

      People that think this issue is all about 1 LGBT character death continue to miss the entire point of the movement. Read online to educate yourself and I totally don’t mean that in a condescending way, it’s just worth understanding before you argue something totally wrong.

      • Thuban – just curious, what’s the “actual equality” you’re so eager to see?

      • Justin says:

        Again this has never been about having 0 LGBT characters left, it is INCREDIBLE Clarke is Bi. It is AMAZING to have Brian/Miller, but why are you settling for scraps? People are fighting for a change and like the reddit summarizes most of that change happens to be offline but everything affects what we see on TV.

  27. Mitchem says:

    This type of faux “outrage” is a great reason for writers to no longer include lesbian and gay characters. If the lesbian or gay is not the hero, there is “outrage.” Better not to include them in the first place, a simple solution.

    • Justin says:

      Actually no, the issue is bigger than that.
      Don’t be lazy in assuming “oh they’re just mad an LGBT character died” because surprise everyone expected her to die so no shock there it’s just disappointing how they handled the writing but also the false promises and consistent baiting done by the creative team and showrunner. In terms of the writing the writer of 3×07, Javi, has since expressed via his tumblr they did not do it justice and were “wrong” in thinking they would do better than other shows that have used the “bury your gays” tropes and jason has also admitted the DEATH one commercial break after the bi lead finally had a moment with her female love interest wasn’t the best choice. TV shows can’t keep doing this without upholding any responsibility to their viewers and expect them to stay. Or if they choose not to that’s their free decision but as seen by the ratings drop from 0.7 to 0.4 they’d better be ready to give up more ratings and honestly good luck.

    • Jen says:

      Views like yours are exactly why there is “outrage” . If i were a betting person, i would say you don’t have a hard time seeing characters on TV that you can identify with. It is a fact that LGBTQ and POC characters are killed off the shows to further other characters stories (unnecessarily so) We are like the Red Shirts of CW. You cannot simply turn to any TV show and find those characters happy. Ever. I’m not trying to pick a fight, just hoping you look at this from a different perspective. This is a long running trope that is dangerous to young viewers.

    • Alexis says:

      Lol show me where I can find such ‘lgbt heros’ as you’re referring to?

      Lgbt characters get tiny roles here and there at best (until they eventually die or ‘move away’).

      Writers not writing such characters anymore isn’t a threat. At least it would mean that they won’t write them using outdated and harmful tropes anymore.

      I’d rather have no representation than bad representation.

    • You seem to be uninformed about the movement.
      I think is simple logic to realize that this “outrage” is not coming out of nowhere and that the dead of a character can’t be the only reason all of this is happening. We’re not even asking for an lgbt+ hero (which by the way would be groundbreaking and original since there’s so few content with that out there), all we’re asking for is fair representation of lgbt+ characters and a happy ending. If that’s so hard for writers to the point that they rather not include any lgbt+ characters then I’m sorry but that’s so lazy and maybe they should reconsider their career because in this world there’s sexual diversity, there’s race diversity, there’s even gender diversity, that’s a fact; Their limited self-centric bubble will only take them so far if that’s how they plan to go and It’s a writer’s responsibility to inform themselves about issues and people so they can come up with a great story with a base. Oh no but that’s so hard for our poor oppressed writers who just want to kill off minorities because they can’t be untouchable leads. I mean is not as if they can spend an hour or even half an hour google searching about lgbt+ people and their representation in mainstream media right?

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