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‘Eternals’ to Kick Off #OneOpen Campaign Promoting Multicultural Films

Gold House and Coalition of Asian Pacifics in Entertainment have teamed up to bolster openings for films led by diverse talent and filmmakers

Gold House (the premier nonprofit collective of Asian & Pacific Islander leaders fighting for socioeconomic equity) and CAPE (Coalition of Asian Pacifics in Entertainment) will launch the One Open campaign this weekend in support of Marvel Studio’s “Eternals,” the organizations announced Monday.

The campaign seeks to bolster the opening weekend box office for films led by a diverse ensemble of talent and filmmakers. NALIP, RespectAbility and Color Of Change are among the organizations that have teamed up to amplify this initiative and elevate these multicultural communities, according to a statement.

One Open is a spinoff of the Gold Open campaign that helped propel “Crazy Rich Asians” to its huge opening weekend back in 2018. It comes on the heels of Hollywood’s slow progress toward representation within its top films. The latest Annenberg Inclusion Initiative study reported that only 34.3% of all speaking characters in top films were from underrepresented racial/ethnic groups. Even more dire, only 1.4% were LGBTQ and 2.3% were depicted with a disability.

“Humanity has never progressed from building only for ourselves. While the origins of each of our community’s struggles are distinct, the paths to greater, more authentic representation are similar. It’s incumbent on all of us to celebrate the elements we’re proud of while also critiquing where we need growth — together,” Bing Chen, president of Gold House, said. “We account for over 50% of the box office, are the fastest-growing populations in the U.S., and make up a majority of the world. And yet, these truths are not reflected in the entertainment we consume. One Open forms a singular, unified strength that rebalances representation to be more inclusive, more affirming, and everywhere.”

Coinciding with Marvel Studios’ “Eternals” introducing the first deaf MCU superhero (played by deaf actress Lauren Ridloff), Gold House is launching an official fundraiser to provide open caption screenings for the deaf/hard of hearing community to provide opportunities to see themselves represented on the big screen without inaccessibility issues. The page can be found at GoFundMe.com/Eternals and will also feature all major Marvel Studios’ “Eternals” buyout campaigns.

“There are more than 15 million adults in the U.S. with a hearing disability and enjoying a movie in theatres often has been cumbersome due to less than satisfactory experiences with limited accessibility options in theatres. We hope the expansion of open caption screenings led by the release of Eternals marks the beginning of a more inclusive moviegoing experience for all,” said Delbert Whetter, deaf producer and RespectAbility board vice chair.

The diverse “Eternals” cast includes Gemma Chan, Richard Madden, Kumail Nanjiani, Lia McHugh, Brian Tyree Henry, Lauren Ridloff, Barry Keoghan and Don Lee, with Kit Harington, Salma Hayek and Angelina Jolie. The film is directed by Oscar winner Chloe Zhao.

To further solidify the movie’s opening weekend success, Gold House is encouraging fans to use the hashtag #OneOpen on social media. Gold House is also hosting two #OneOpen premieres in partnership with CAPE, Color of Change, NALIP and RespectAbility with the film’s cast and over 1,500 VIPs in Los Angeles and New York City.

To learn more about the “Eternals” One Open campaign, click here.