Infrequent Moviegoers More Likely to Buy Tickets for Films With Diverse Casts, Study Shows

”Crazy Rich Asians“ and ”Coco“ reached out far beyond hardcore moviegoers, according to new study from Movio

A new study of moviegoer attendance shows how significant the impact of diverse representation can be on a film’s ticket sales.

The study, which was published by analytics company Movio on Thursday, found that infrequent moviegoers from non-white demographics bought tickets in much larger numbers for films that featured casts that reflected their ethnicity. The study also found that films that featured an underrepresented lead had a much larger audience share from the lead’s ethnic or racial group compared to a film from the same genre or studio that did not.

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Jeremy Fuster

Box Office Reporter • jeremy.fuster@thewrap.com • Twitter: @jeremyfuster