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The Influence of Movie Main Cast’s Diversity on Attendance

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dc.contributor.advisor Dhar, Tirtha Fan, Xing 2021-08-31T14:34:51Z 2021-08-31T14:34:51Z 2021-08 2021-08-13
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher University of Guelph en_US
dc.subject racial diversity en_US
dc.subject gender diversity en_US
dc.subject consumer discrimination en_US
dc.subject the film industry en_US
dc.subject control function approach en_US
dc.subject team outcome en_US
dc.title The Influence of Movie Main Cast’s Diversity on Attendance en_US
dc.type Thesis en_US Marketing and Consumer Studies en_US Master of Science en_US Department of Marketing and Consumer Studies en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. University of Guelph en_US

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