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Why Don't White Audiences Go See Black Movies?

New research suggests white audiences tend to stay away from movies featuring minorities due to the assumption that the film “wasn’t made for me.”

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This suggests to Weaver that white reluctance to see films with black actors can be overcome. The perception that “this movie is not for me” could be changed “if more mainstream movies cast minorities,” he writes. If multiracial casts became the norm and movies were marketed to all demographics, the stigma could fade away.

This won’t happen anytime soon: Hollywood is famously risk-averse. Then again, the enormous success of Fast Five, which made more than $83 million domestically in its first weekend of release, may inspire other producers to take a risk on multiracial casts — perhaps even for films in which the real stars aren’t the cars.

Tom Jacobs is a veteran journalist with more than 20 years experience at daily newspapers. He has served as a staff writer for the Los Angeles Daily News and the Santa Barbara News-Press. His work has also appeared in the Los Angeles Times, Chicago Tribune and Ventura County Star.

 
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