Study Reveals the Complex Box Office Performance of "Woke" Films

Study reveals how "woke" films really perform at theaters

A fascinating new study has turned on its head what many folks thought about "woke" movies at theaters—they aren't necessarily destined flop at all. Critics often argue that movies with progressive themes are bound by some cosmic law never become blockbuster hits, but this research suggests that's not true.

Every year, big-budget films are often predicted by some doomsayers crash and burn because they feature progressive values, themes, or characters. Take James Gunn's latest Superman movie, which explores Superman's immigrant roots. Initially, skeptics thought it would tank, yet it ended up being a box office smash hit, shattering that myth.

Movies like "Barbie," "Wicked," and "Wakanda Forever" found themselves under a similar cloud. Critics wondered if their focus on LGBTQ+ characters, political themes, or race would hurt them. But they all defied those doubts, with "Barbie" securing its spot as 2023's top-grossing film.

Interestingly, movies perceived as "anti-woke" didn't fare as well, especially when you consider their hefty production costs. Films like Disney's live-action "Snow White" and "The Little Mermaid," alongside "Lightyear," stumbled under criticism. The same goes female-centric action movies like "The Marvels" and 2019's "Charlie's Angels," which struggled despite hopefulness.

Pixar's "Lightyear," with its same-sex kiss, stirred a whirlwind on social media—a real roller coaster that showcased how viewers' reactions can be quite complex.

Dig deeper: "woke" themes and their box office results

This illuminating study, led by film data analyst Stephen Follows and shared at Zurich Film Festival, delves deeply, looking over 10,000 films and four million audience comments, examining if there's truly a link between "woke" themes and box office success.

Follows knows that "woke" can mean a lot different things, so he broke it down: representation and diversity, identity politics, social and political messaging, changes known stories, and a film's overall cultural vibe.

The results? The popular "Go woke, go broke" catchphrase doesn't hold much water. Some movies with these themes hit it big, and others don't. Same goes films without them; they've had varied results too.

Genre and storytelling: keys success

It turns out that specific genres like horror, thrillers, and music or sports movies can actually thrive on progressive themes. They can add depth and fresh viewpoints. Think "Knives Out: Glass Onion," Elton John's "Rocketman," or "A Star Is Born" with Lady Gaga.

Nevertheless, Follows warns that context matters. The idea that "woke equals broke" has some merit if you look closely. Things like budget size and genre impact how certain themes are perceived and criticized. Big-budget movies or those with bold political statements might face more backlash.

Some films have caught backlash being too preachy, or changing characters' roles too much, or getting historical facts wrong. These can disconnect audiences and hurt success.

Moving forward: advice filmmakers

The takeaway from this study? Storytelling that resonates can overcome negative expectations. Filmmakers shouldn't dodge or chase certain ideas just worry about backlash. Success lies in staying authentic and contextually savvy when tackling these themes.

Therefore, creators should aim craft honest, gripping stories, respecting their audience's smarts and appreciating subject's complexity. The conversation around "woke" films remains vibrant and ever-evolving, inviting constant discussion.

Got thoughts? We'd love hear what you think—join conversation in comments below!