Minorities At The Movies Fill Seats, But Not Screens
By Karen Grigsby Bates
"We see movies 21 percent more often than the general market, and we're 22 percent more likely to have multiple repeat dealings of a movie."
"Simply put, blacks spend more money on movies," says Marlene Towns, a professor at the University of Southern California's Marshall School of Business. "We consume what the mainstream consumes, as African-Americans, but we also consume things that are particular to us as a segment."
"It's sort of like comparing somebody from Texas to somebody from New York," says Ivette Rodriguez, president of American Entertainment Marketing.
AEM specializes in marketing and promotion to the several Latino communities that Hollywood often lumps into one. Rodriguez says Mexicans, Puerto Ricans, Cubans and Dominicans may all speak Spanish, but they're different.
Industry executives might understand these differences better, says Rodriguez, if they had more meaningful peer interactions with Latinos.
Blacks and Latinos do buy more movie tickets than their white counterparts, but studio execs are going to have to better school themselves on how to reach these important, lucrative audiences. If Hollywood manages to do that, it might profit from those ethnic audiences that are going to be discriminating about how they spend their movie money.
Fact is that studios are biased against minorities in general and ignorant about Indians in particular. White executives make movies about white people because that's who they know. Which is another way of saying the system is racist.
In other words, "better school themselves" is code for "get over their racial bias for white people like themselves and see our multicultural country as it really is."
Many minorities on TV?
"Justin" posted this comment on Facebook:
Especially when it comes to Native actors, of course.
For more on the subject, see "Bottom Line" Argument Is Racist and Patel's Struggle Shows Hollywood's Racism.