What is Shown on Screen Does Affect Audience Composition, �I Want To See Me Research Confirms
LOS ANGELES & AUCKLAND, New Zealand–(BUSINESS WIRE)–#diversity—Movio, the global leader in data analytics for the film industry, and the Geena Davis Institute on Gender in Media at Mount Saint Marys University (the Institute) have teamed up to determine if what and who is presented on cinema screens affects who shows up for a film during its theatrical run.
Data Scientists at both organizations examined the following questions for the I Want To See Me: Why Diverse On-Screen Representation Drives Cinema Audiences White Paper:
Although both organizations had explored these and other related questions in the past, combining their prodigious analysis capabilities enabled a deeper data dive at a scale neither had achieved previously. On-screen data (the Institute) and audience demographic data (Movio) for the top 100 films (by box office) in the US were examined for 2018 and 2019.
As weve said before, our goal is very simple: that the characters on screen reflect the population, which is half Female and incredibly diverse, says Geena Davis, Founder and Chair of the Institute. We know that increasing the presence of underrepresented groups in media can have a very powerful impact on shifting cultural perceptions. Our industry has a tremendous opportunity to foster inclusion in society by taking action to diversify who shows up on screen. As this new research shows, we have made progress, but we need to do better.
As the movie industry begins to recover from the effects of the pandemic, this research carries even more weight, says William Palmer, Chief Executive and Co-Founder of Movio. Diverse audiences can go elsewhere to find entertainment options that speak to them and their lives, so if cinema is to remain relevant and continue having a cultural impact, it must attract these audiences by delivering more representative content.
Some highlights of the research include:
The research was also able to determine what demographic cohorts are being represented in films geared primarily towards children. Some key takeaways:
When we consider the impact that the media children are exposed to can have, including in the cinema, it is vital for them to see from the beginning that fictitious worlds reflect the real world, and that they see themselves reflected on screen, Davis states. When you see someone like yourself reflected, you take in the message: ‘There’s someone like me, I must belong. Its encouraging to see the progress weve made with gender representation, but we must show more diversity on screen, if we dont show more diversity, we are contributing to the serious problem of racial inequity in our society today.
Discover the full report here.
About the Geena Davis Institute on Gender in Media at Mount Saint Marys University
Founded in 2004, by Academy Award winning actor Geena Davis, the Institute is the only research-based organization working collaboratively within the entertainment industry to create gender balance, foster inclusion and reduce negative stereotyping in family entertainment media. If They Can See It, They Can Be It. https://seejane.org/
About Movio
Movio is the global leader in marketing data analytics and campaign management solutions, revolutionizing the way the film industry interacts with moviegoers. Movio is the worlds most comprehensive source of moviegoer data and has products designed specifically with the challenges of movie marketing in mind. Movie lovers at heart, its our mission to connect everyone with their ideal movie. Movio is a company of Vista Group International Ltd (NZX & ASX: VGL).
www.movio.co
@MovioHQ
www.linkedin.com/company/movio
Additional diversity-related data insights can be found in Movios previously published White Paper, Diversity on Demand: Securing the Future of Moviegoing
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1https://www.census.gov/quickfacts/fact/table/US/PST045219
2https://www.census.gov/quickfacts/fact/table/US/PST045219
Contacts
Maggie Begley/MBC
Maggie@mbcprinc.com
310.390.0101; 310.749.3055 (M)
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