Movies with an underrepresented female as the leading role received 10 million U.S. dollars less in domestic marketing budget than those starring white men, and received the least funding compared to films with male or white female leads. The study analyzed the allocation of promotion costs among top-grossing U.S. movies from 2007 to 2018, by identity of the lead. From 817 live action movies with a single protagonist, those starring women of color received the least budget, in both domestic and international promotion in print and advertising spending.
Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity
(in million U.S. dollars)
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USC Annenberg. (February 5, 2020). Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity (in million U.S. dollars) [Graph]. In Statista. Retrieved December 26, 2024, from https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/
USC Annenberg. "Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity (in million U.S. dollars)." Chart. February 5, 2020. Statista. Accessed December 26, 2024. https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/
USC Annenberg. (2020). Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity (in million U.S. dollars). Statista. Statista Inc.. Accessed: December 26, 2024. https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/
USC Annenberg. "Average Domestic and International Print and Advertising Spending on Top-grossing Live Action Movies from 2007 to 2018, by Lead Actor Gender and Ethnicity (in Million U.S. Dollars)." Statista, Statista Inc., 5 Feb 2020, https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/
USC Annenberg, Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity (in million U.S. dollars) Statista, https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/ (last visited December 26, 2024)
Average domestic and international print and advertising spending on top-grossing live action movies from 2007 to 2018, by lead actor gender and ethnicity (in million U.S. dollars) [Graph], USC Annenberg, February 5, 2020. [Online]. Available: https://www.statista.com/statistics/1118861/movie-advertising-budget-ethnicity-gender/
