Equal Opportunity in Film Industry: An Analysis of Roles for African Americans and Latinos, Papers of The Avant Garde in Literature and Cinema

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FMS 490 Senior Capstone Arizona State University May 7, 2009 IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY Table of Contents Executive Summary ……………………………………………………1 Population Breakdown ………………………………………………..2 SAG TV/Theatrical Roles Available …………………………………..3 Comparison of SAG Roles from 2003 to 2006 ……………………...4 Types of SAG Roles Available to Minorities in 2006 ……………….4 Roles Available Correlation to Population …………………………..5 Breakdown of Minority Television and Cinema Consumption……..6 Reasons to Increase Minority Roles …………………………………..7 Ways to Increase Minority Roles and Overall Consumption ………11 Benefits of Increasing Minority Roles………………………………...14 Conclusion ……………………………………...……………………..15 Works Cited…………………………………………………………….17 IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY TV/Theatrical Roles Available In 2003, the Screen Actor’s Guild (SAG) reported that there were 44,282 roles available for all TV/Theatrical Productions. Of these 44,282 roles, 6,783 (15%) of the roles were filled by African Americans, 2,402 (5%) were filled by Latinos, 32,560 (74%) by Caucasians. The remaining 2,537 (6%) of rolls were filled by other/unknown ethnicities. The Screen Actors Guild reported that in 2006 there were 48,542 roles available for all TV/Theatrical productions. Of those roles, 7,038 (14%) were filled by African Americans, 3,058 (6%) by Latinos, 35,095 (73%) by Caucasians and 3,349 (7%) of roles were filled by other/unknown ethnicities. IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY Comparison of SAG Roles from 2003 to 2006 When comparing the amount of SAG roles from 2003 to 2006, one can see that there was a slight increase in the overall roles available to the Latino minority group. However, the increase of roles filled by the Latino minority was only one percent. With a one percent increase over the course of three years, and assuming that the roles available to African Americans and other/unknown ethnicities did not increase, it would take twenty four years just for those two groups to be equal at fourteen percent! Even if this eight percent increase were to occur, minorities would still only fill around thirty five percent of the total roles available. Types of SAG Roles Available to Minorities in 2006 IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY The amount of lead roles and supporting roles available to minorities is almost equal, thus it can be deduced that one type of role is not favored over another when considering the casting of minorities. This data shows a deficit in the total number of roles, versus as specific type of role. After reviewing this data, it is fair to concluded that there needs to be an increase of total number of roles, leading and/or supporting, that are filled by minorities. Roles Available Correlation to Population Using the data from the United States Census Bureau for the year 2007, and the roles available to minorities according to the SAG study from 2006, one can see a correlation between the percentage of roles available to minorities and the percentage of the population that associates with each respective race. The only race that had a lower percentage of roles filled by them as would directly correlate with their percentage of the American population was the Latino minority. Latinos filled only six percent of the roles of TV/theatrical productions, yet twelve percent of the population described themselves as Latino. This leaves a deficit of six percent, and possibly more as there are many undocumented immigrants that may not be included in the population count, of SAG roles filled by Latinos when compared to population. However, African Americans filled fourteen percent of the available roles, while only twelve percent of the population identified themselves as African American. Caucasians filled exactly seventy three percent of the SAG roles available, as well as exactly seventy three percent of the American population. IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY One can see a direct correlation between the racial focus and representation of a film and the profits it makes. Examples of this are Tyler Perry’s films, which are clearly and openly directed towards African Americans. Sidney Poitier, explains, in an article written by Ed Pilkinton of the Guardian, why Perry’s film, and thus African American Cinema, are so profitable and popular. He says "[Perry] is talking to an audience that the American film industry has ignored for many, many decades. An audience that would like to see themselves reflected in their own image, that has a hunger to see themselves as they see themselves - as regular, ordinary, loving, fallible human beings." While this idea seems to be more fit for a discussion on social equality, it clearly translates into profits as Tyler Perry’s films gross an average of 45 million dollars each. More specifically, his latest 2009 release Madea Goes to Jail grossed 87 million dollars in its first five weeks alone. Since the film only cost around 10 million dollars to shoot, it can undoubtedly be called a profitable success many times over. (Pilkington) Tyler Perry has created a media empire based on his success, however he is not the only one succeeding in the African American Cinema market. Since its April 29, 2009 release, Obsessed, starring Beyonce Knowles, has grossed over 48 million dollars domestically. For a movie that has only been released for around 12 days, it is already shaping up to a successful sleeper hit of summer. (Box Office Mojo) This is another film that has been marketed towards an African American audience, and that stars predominant African American actors. These two pieces of work have caused African American audiences to spend a large portion of their 800 billion dollar spending money at the cinema. An increase in films marketed and related to certain minority groups could potentially increase the yearly revenue of the film and media industry since audiences are more willing to spend money films that they can relate too. Tyler Perry’s films, as well as films such as IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY Obsessed, prove this idea to be true. One is left to wonder that if films which are blatantly directed towards minorities are so successfully, then what would the profit margin look like if minorities were equally integrated into contemporary Hollywood films? Only time and change will answer this question, however there is data that leads one to believe that the profit margin would only go up and allow the film and media industry to gross more millions currently does. (Hallman) Untapped Influence Latinos and African Americans are generally an untapped influence when it comes to movie ticket sales for contemporary Hollywood films that are not focused on one specific race or minority. Specified marketing films towards certain minorities could vastly increase profitability. An example of this specified marking is the 2009 Universal release of Fast and Furious. Fast and Furious grossed over $70 million in its opening weekend alone. An estimated 46% of the opening weekend audience was part of the Latino communities, and it had the biggest opening of 2009 in Mexico and Central America that accounted for 50% of the box office that weekend in Mexico and Brazil. However, this Latino audience did not show up at opening weekend due purely to happenstance. Adam Fogelson, president of marketing and distribution at Universal, said in an article for the La Times, that the budget allotted for Latino media marketing was the largest ever for a Universal film. They focused their marketing efforts by running advertisements during the World Cup qualifying match in which Mexico was pitted against the United States. Universal also tapped into Spanish-language social network sites on the internet. The final key marketing strategy that Universal implemented was to send two of the film’s stars, Vin Diesel and Michelle Rodriguez, to do film promotions in major Latino markets such as Miami, Florida. (Johnson) IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY There are other films that have had a large opening weekend box office gross due to the Latino market such as The Unborn with 42% of the audience be being Latino, The Scorpion King with 40%, and Empire with 51%. These films were not explicitly Hispanic themed, or Latino focused, yet due to specialized marketing, they were successful with Latino audiences. (McClintock) Adam Fogelson makes an interesting observation as to why African American Cinema is so successful versus the success of simply more focused marketing towards Latino audiences. He says that “with an African-American movie, you can have a hit just with African-American audiences, but so far, the answer has been no with Hispanics. They have more interest in assimilating" (McClintock). This theory has proven true thus far in contemporary cinema, however it is not to say that it this is a permanent condition. Whether it is making more movies focused on minorities, or simply marketing directed specifically at minorities, there are is an untapped potential influence within the minority community. Societal Influences A secondary reason to increase the roles available to minorities is that by having a limited number of positive racial representations can lower the self-esteem of the minorities being represented. Without positive images to look up to, it does not allow minorities to have something concrete to emulate. The media is lacking a large quantity of positive examples for minority youth in American, and thus causing a lack of desire to succeed and fulfill the true potential that these minorities hold. Another societal influence of increasing film and media roles filled by minorities is to decrease the negative connotation that people around the world have of the American film and television industry. By have a lack of minority integration, it gives the impression that IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY tool; yet with this tool comes great responsibility and should be used sparingly. Reducing the frequency in which stereotypes are used would allow for the characters to be judged based on their individual representations within the show versus the audience’s preconceived notions of a certain race or lifestyle as magnified by stereotypes. Stereotypes have the potential, if used in an incorrect manner, to ostracize not only the ones being overtly stereotyped, but also the audience who disagree with the stereotypes. Another way to make all shows more relatable to the population is by having people in general become the norm of television. The current norm is that of Caucasian middle class males, and anything, women included, are considered to be outside of the norm. By having characters of all different backgrounds and races completely integrated into the story line, it allows viewers of all lifestyles to relate and enjoy the show in its entirety. All Members of the Media Participation It is a well-known fact that businesses work better when all aspects are working together and the media industry is no exception if a change is to be made. The first people that need to become an active part of making a change towards increasing roles filled by minorities are the writers of both film and television. Writers need to become more varied with the roles that they write and for whom those roles are intended for. For example, instead of writing a character with a Caucasian male in mind, simply writing it for a male of any race would allow any ethnicity to potentially fill the role. In addition, writers must change their writing to focus on evolving characters within the story versus relying on preconceived notions and stereotypes. Although this may take a bit more work and creativity, it would change the way in which actors and actresses of all races are perceived. IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY The second member of the media that has the potential to be influential in increasing the amount of roles filled by minorities are the directors. This is simply accomplished by casting more minorities in less stereotypical minority roles. This includes more lead roles filled by minorities, but also instead of using an African American as a gangster, for example, casting an African American as a successful business man. Simple changes such as this can greatly change the perceptions of the American audiences over time. The third media member that has the potential to change the way in which minorities are represented in the media are the actors themselves. If Caucasian, as well as African American and Latino actors were more vocal about the lack of roles available to minorities and negative minority representations, the industry would have no choice but to listen. For example, if Latinos would refused to be cast as drug dealers, then another race would have to take their place and thus help break that specific stereotype. While this may be difficult at first, if all actors took a stand, it could make a considerable difference in the film and media industry. The only way in which something will change is if those involved, and those with the potential to make a changes, stand up for their beliefs. By standing up for these beliefs, it shows that something has to change because it will not be allowed to continue the way it currently is. This is exactly what must happen in order to increase roles available to minorities within the American film industry. Benefits of Increasing Minority Roles The main benefit of increasing television and film roles available to minorities is simple and can potentially increase profits substantially. Minorities will see movies and watch television shows that they can relate to and that they feel are specifically targeted IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY towards them. By implementing the previously described changes to the film and media industry, it allows for an increase profit margin based on the simple fact that if more people can relate to media, then more people will participate in said media. There are other benefits to increasing minority roles besides increased profits. One benefit would be an overall improvement in the reputation of the American film and television industry on a global scale. By integrating all races into the film and media industry, it shows an equality driven philosophy that will appeal to people all over the world. This change would lead to a larger potential profit due to larger opportunities and reverence on a global change. It would also allow for a more positive image of minorities within the United States itself. It would allow for a more positive image to shown to the youth of American and thus ideally be reflected in the culture of America. Conclusion In conclusion, this white paper proves that the benefits of increasing television and film roles filled by minorities apply to the film industry from a business as well as a societal standpoint. An increase in roles filled by minorities would lead to a greater profit for the film and media industry as the Latino and African American communities are a large and underutilized buying power within the United States. These two minorities hold a large and unmistakable power as it pertains to their influence in the film and media industry. In addition to the greater profit margin, increasing roles available to minorities would shed a more positive light on the American film and media industry on both a national and global scale respectively. It would illustrate an equality that is currently missing in this industry. By making small yet definitive changes, the goal of increasing roles filled by IN PURSUIT OF AN EQUAL OPPORTUNITY FILM INDUSTRY "How Businesses Can Tap into Online Hispanic Market." Hispanic Market Advisors. 20 Apr 2009. <http://www.hispanicmarketadvisors.com/articles/How-Businesses-can-Tap-into- the-Online-Hispanic-Market.html>. Johnson, Reed. "'Fast & Furious' Taps into Latino Market." LA Times. 07 Apr 2009 Web. 6 May 2009. <http://www.latimes.com/entertainment/la-et-carlatino7-2009apr07,0,3619598.story>. "Looking Towards 2050: Ethnic Trends in Media." 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