The Capitalization of Diversity within the Film Industry ()
ABSTRACT
Diversity
within the film industry is growing in popularity both from a social and
economic standpoint. More studios are willing to invest in implementing
diversity in film through both the crew and cast. Still, the diversity that is
added into film is not always genuine and valued—sometimes it is added for financial
incentives. This study aims to determine which genre of film has the least financial
incentive for including diversity. The study employs a meta-analysis
methodology combined with a survey component. Across the action, drama, horror,
and comedy genres, the study will compare quantitative financial metrics
against qualitative audience response metrics to answer which genre of film
adds valued diversity as opposed to using it as a marketing tool. Within the
context of the study, diversity in film is defined as passing two of seven
chosen diversity tests, which are acknowledged by multiple publications as
legitimate. Data sets of box office revenue, total tickets sold, and dollars
spent per ticket are compared to generate a financial perspective.
Additionally, data sets of share of voice and a Likert scale survey are
compared to generate a general audience perspective. The results of the study
yielded the horror genre as having the least financial incentive to include
diversity in film. As a result of modern, diverse horror being valued by
audiences while spending significantly less on average to market and produce
the films, compared to its non-diverse counterpart, a thematic shift within the
horror genre may occur within the upcoming decade.
Share and Cite:
Dhami, A. (2021) The Capitalization of Diversity within the Film Industry.
Sociology Mind,
11, 105-123. doi:
10.4236/sm.2021.113009.