×
You will be redirected back to your article in seconds

Diverse Films Perform Better at Global Box Office, Study Says

According to UCLA’s latest Hollywood Diversity Report, films with more diverse casts perform better at the global box office than films with less diverse casts.

The study, which hails from the university’s Ralph J. Bunche Center for African American Studies, examined 63 films released in 2014 and discovered that the median global sales of productions with a 41-50% non-white cast was $122 million, compared to $53 million for films with a non-white cast of less than 10%.

According to data from media measurement company Rentrak, the Bunche Center’s researchers estimated that 58% of moviegoers that attended the eight most diverse films sampled in the study were non-white. They also found that non-whites account for nearly 50% of the country’s movie ticket sales.

“The conventional wisdom has been, you can’t have a film with a minority lead because it’s not going to travel well overseas — and films make most of their money overseas,” said Bunche Center director Darnell Hunt on the results of the study. “What our study is suggesting is that that logic is false.”

The report also includes an examination of television, which revealed that diversity has a similar effect on TV ratings as it does on movie ticket sales. According to the Bunche Center’s findings, broadcast TV shows with majority non-white casts scored the highest ratings among the 18-49 audience bracket.

Median Box Office and Audience Demographics by Overall Cast Diversity
% Minority No. Films Global B.O. White Share Black Share Latino Share Asian Share
> 10% 55 $52.6m $60.3m 14% 15.1% 10.6%
11%-02% 48 $101.9m 55.8% 16.3% 16.8% 11.2%
21%-30% 28 $86.5m 56.8% 15.9% 16.2% 11.1%
31%-40% 9 $40.2m 51.5% 17.1% 20.7% 10.6%
41%-50% 8 $122.2m 41.8% 23.4% 23.7% 11.1%
Over 50% 14 $52.4m 31.3% 47.2% 13.1% 8.3%
Top 10 Box Office Films Audience Minority Share
Rank Title B.O. Return Audience Minority
Share
1. Transformers: Age of Extinction $1,104m 4.26 59%
2. The Hobbit: The Battle of Five Armies $955.1m 2.82 41%
3. Guardians of the Galaxy $774.2m 3.55 44%
4. Maleficent $758.4m 3.21 49%
5. The Hunger Games: Mockingjay Pt. 1 $752.1m 5.02 41%
6. X-Men: Days of Future Past $748.1m 2.74 51%
7. Captain America: The Winter Soldier $714.8m 3.2 47%
8. The Amazing Spiderman 2 $709m 1.78 57%
8. Dawn of the Planet of the Apes $708.8m 3.17 59%
9. Interstellar $672.7m 3.08 41%

More Film

  • Alfonso Cuarón, Emmanuel Lubezki Discuss the

    Alfonso Cuarón Details 'Roma' Cinematography With 'Gravity' DP Emmanuel Lubezki

    As part of an overall push to bring Alfonso Cuarón’s “Roma” to awards season voters, Netflix’s “‘Roma’ Experience'” played host to guild and Academy members Sunday in Hollywood. The all-day event featured panels focused on the film’s crafts and an audio-visual installation akin to the streamer’s FYSee initiative for Emmy contenders, featuring costumes and art [...]

  • IFFAM: Erik Matti Hatches Plans for

    IFFAM: Erik Matti Hatches Plans for ‘On The Job’ Franchise

    Filipino director Erik Matti is known for his eclectic body of work that includes “Honor Thy Father” and “Seklusyon.” His 2013 effort, “On The Job” travelled widely and won several awards including two at the Bucheon International Fantastic Film Festival, and was nominated for an SACD Prize at the Cannes Directors’ Fortnight. Matti is at [...]

  • Joan Chen attends the season premiere

    Joan Chen Talks Diversity in Hollywood, Welcomes #MeToo

    Chinese-American actress, writer and director Joan Chen says that she was flattered when Time magazine described her as the “Elizabeth Taylor of China.” When asked at an in-conversation event in Singapore on Saturday whether she paved the way for Chinese actresses to follow in Hollywood, Chen said, “We never go to work because we want [...]

  • Kyzza Terrazas Joins Garcia Bernal, Diego

    Kyzza Terrazas Joins Gael Garcia Bernal, Diego Luna’s La Corriente del Golfo (EXCLUSIVE)

    BUENOS AIRES — Launching their new production house, La Corriente de Golfo, last April, Gael García Bernal and Diego Luna have tapped Mexican writer-director Kyzza Terrazas as the company’s head of development. The appointment will certainly help build the company appointing an old-rounder capable of overseeing and implementing development, writing and directing, and a longtime [...]

  • IFFAM Actress in Focus: Yao Chen

    IFFAM Actress in Focus: Yao Chen Talks Performing, Producing and Public Pressure

    Macao’s Actress in Focus is a woman who has trained as a boxer, likes British actors, especially Benedict Cumberbatch and Jeremy Irons, and is now setting out her stall as a producer. Yao Chen has built a career over 20 years thanks to TV shows including “My Own Swordsman,” and films including “If You Are [...]

  • Bradley Liew's 'Motel Acacia' Shoots After

    Cautionary Tale, 'Motel Acacia' Under Way After Four Years of Development

    Production has begun on Malaysian director Bradley Liew’s upscale horror film “Motel Acacia.” With a clearly topical message, the film features a hotel bed that eats immigrants. Actor, JC Santos called it: “A cautionary tale of what’s going to happen in the future.” Indonesian star, Nicholas Saputra said the he agreed to the role “because [...]

  • Jon M. ChuUnforgettable Gala, Inside, Los

    'Crazy Rich Asians' Honored at Unforgettable Awards: 'One Movie Every 25 Years is Just Not F—ing Enough'

    Fresh on the heels of its Golden Globe nomination, “Crazy Rich Asians” was the talk of the evening at Kore Asian Media’s 17th annual Unforgettable Awards. Saturday’s event, which celebrates Asian-American trailblazers and their achievements in the entertainment industry, honored a host of Asian actors, directors and influencers, including “Crazy Rich Asians” director Jon M. [...]

More From Our Brands

Access exclusive content