A new study suggests flawed and simplistic metrics may be misleading Hollywood's power brokers about the factors that determine box office success and perpetuating gender a race bias
Flawed and simplistic metrics may be misleading Hollywood's power brokers about the factors that determine box office success and perpetuating gender and race biases, a new study suggests.
The study found that films with white male leads receive a median production budget of $51,995,000, while those with minority male leads come second , white female leads come third and minority female leads last. When it came to domestic P&A, the trend remained the same: films with white male leads had a median budget of $43,529,000, minority men $38,718,000, white women $35,696,000 and minority women $29,696,000.
"The results of this analysis suggest that it is not the gender of the lead character but the money that is spent to create and promote films that impacts revenue," the authors write, adding, "Once differences in support are accounted for, race/ethnicity of leads/co leads is a significant positive predictor of box office performance in the U.S. and abroad."
International box office success is most powerfully determined by international P&A, the number of international territories to which a film is released, production costs, story strength, whether a title was released in China, sequel status, the percentage of female characters and the percentage of underrepresented characters, in that order.
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