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The Influence of Movie Main Cast’s Diversity on Attendance

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Title: The Influence of Movie Main Cast’s Diversity on Attendance
Author: Fan, Xing
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Dhar, Tirtha
Abstract: Underrepresentation of racial minorities and women in Hollywood movie acting positions is a problem, which is hardly close to being solved. People started online campaigns to support the representation and employment of racial minorities and women on screen. While people from the production side care about the factors influencing movie market performance, limited efforts have been made to explore how the participation of racial minorities and women can have an impact on movie sales. Although customers desire diversity in movies, the relationship between diversity and the outcome is uncertain. We are the first research to explore how the race and gender of actors can affect movie sales via regression analysis. Moreover, we introduce the interaction of race and gender as an independent variable to further demonstrate how race and gender can influence movies in terms of market performance at the same time. We provide a regression model using the control function (CF) approach to explore the driver of the underrepresentation of racial minorities and women separately and how race and gender of the movie leading cast can impact the movie sales.
Date: 2021-08
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