Research from the Geena Davis Institute and Movio explores how on-screen representation influences movie audiences. By combining audience demographic data with an analysis of the top 100 U.S. theatrical releases from 2018 and 2019, the study examines the relationship between representation in film and moviegoing behavior across race, ethnicity, gender, and age.
Key Findings
- Audiences are more likely to attend films when they see people from their own demographic groups represented on screen.
- The relationship between on-screen representation and audience attendance is strongest for racial and ethnic representation, particularly among Black moviegoers.
- Negative portrayals did not appear to significantly affect attendance patterns among represented groups.
- Films popular with children continue to underrepresent Asian and Latinx characters, highlighting ongoing gaps in representation for young audiences.
Link to the full report is here: Why Diverse On-Screen Representation Drives Cinema Audiences