Entertainment: Gender-Balanced Films Are More Profitable Than Those With Mostly Men

Why it is the topic trending:

• Focus on Diversity and Inclusion in Hollywood: The topic of gender balance and representation in the film industry is a significant and ongoing discussion in Hollywood and popular culture.

• Data-Driven Findings on Profitability: The study provides data suggesting a correlation between gender-balanced casts and crews and film profitability, which challenges traditional industry assumptions.

• Recognition from Prominent Organizations: The study is a collaboration between Sundance and Women In Film (WIF), lending credibility and weight to its findings.

• Analysis of Popular Films: The research focuses on the top 100 most popular films of 2024, making its conclusions relevant to mainstream cinema.

• Assessment of Progress Towards Parity: The study examines the industry's progress in achieving gender balance over the past few years and highlights areas where progress has stalled.

Overview:

A new study by Sundance and WIF's ReFrame reveals that films with gender-balanced casts and crews are more profitable than those with mostly male representation. The study analyzed the top 100 most popular films of 2024, finding that only 30 met the ReFrame Stamp criteria for gender-balanced production. Despite this smaller representation, stamped films comprised half of the top 10 highest-grossing films of 2024 and earned significantly more than their non-stamped counterparts at the worldwide box office. The study also highlighted that higher-budget films tend to be less inclusive, and there has been a decline in the number of women directors and women of color in key roles in 2024.

Detailed Findings:

• Profitability of Stamped Films: Gender-balanced (Stamped) films earned more than double their non-Stamped counterparts at the worldwide box office ($293.9 million vs. $117.8 million).

• Representation in Top Films: Stamped films comprised half of the top 10 highest-grossing films in 2024, including "Inside Out 2" and "Barbie."

• Stalled Progress: Progress for parity in feature films has stalled at 30% or fewer projects receiving the ReFrame Stamp for the past five years (2020-2024).

• Lower Budgets for Stamped Films: Stamped films generally receive lower budgets overall.

• Award Recognition: Three of the 10 films nominated for Best Picture at the 97th Academy Awards met ReFrame Stamp criteria.

• Budget and Inclusivity: Films with larger budgets ($100M+) are less inclusive than lower-budget films ($15M or less).

• Decreased Average Budget for Stamped Films: The average budget for a Stamped film fell from $63M in 2023 to $45M in 2024. Budgets for non-Stamped films also decreased from $76M to $68M.

• Decline in Women Directors: The number of women directors in the Top 100 films fell from 20 in 2023 to 14 in 2024.

• Low Representation of Transgender and Nonbinary Directors: There were zero transgender or nonbinary directors in the Top 100 films of 2024.

• Decrease in Women of Color Directors: Only five women of color directed Top 100 films in 2024, down from nine in 2023.

• Parity in Lead Acting Roles: Films with women in lead acting roles reached parity with men (51 films), including one transgender woman. 17 of these women were women of color.

• Women in Supporting Roles: Women are frequently included in co-lead (largest supporting) roles (97/100 films). Four films included a nonbinary or transgender performer in a supporting role.

• Decreased Ethnic Diversity in Supporting Roles: Ethnic diversity for co-lead performers dropped from 58 in 2023 to 44 in 2024.

• Decline in Women Screenwriters: The number of women screenwriters fell from 30 in 2023 to 23 in 2024, with a steeper decline for women of color (eight to three).

• Underrepresentation in Key Technical Roles: Women held fewer than 10% of the roles for directors of photography (three), composers (eight), and visual effects supervisors (six).

• Streaming vs. Theatrical Releases: Direct-to-streaming releases had a higher proportion of Stamped films compared to theatrical and limited theatrical releases.

Key Takeaway:

The ReFrame study provides compelling evidence that gender-balanced films are more profitable at the box office, despite often having lower budgets, yet progress towards gender parity in film production has stalled, with significant underrepresentation still existing in key creative and technical roles, particularly for women of color and transgender/nonbinary individuals.

Main Trend:

The Economic Case for Gender Balance in Film Remains Strong Despite Stalled Progress

Description of the trend (please name it):

The trend can be named "Profitability of Parity Paradox." This trend highlights the seemingly paradoxical situation where data consistently demonstrates that gender-balanced films are more financially successful, yet the industry's progress in achieving actual gender parity in key production roles has stagnated in recent years.

What is consumer motivation:

• Demand for Diverse Stories and Perspectives: Audiences are increasingly seeking stories and characters that reflect a wider range of experiences and backgrounds, which naturally leads to a desire for diversity in filmmaking.

• Connection with Authentic Representation: Viewers often connect more deeply with films that feature diverse casts and crews, feeling that their own experiences are being seen and valued.

• Support for Inclusive Storytelling: Many consumers consciously choose to support films that promote diversity and inclusion in front of and behind the camera.

What is driving the trend:

• Increased Awareness of Underrepresentation: Ongoing discussions and advocacy efforts have raised public awareness of the lack of gender balance in the film industry.

• Recognition of Untapped Market Potential: The financial success of gender-balanced films is increasingly being recognized as a business opportunity to reach a broader audience.

• Influence of Organizations like ReFrame: Organizations that track and promote diversity are bringing data and insights to the forefront of industry conversations.

What is motivation beyond the trend:

Beyond the film industry, the underlying motivation reflects a broader societal push for equity, representation, and inclusion across all sectors.

Description of consumers article is referring to:

The article refers to the audiences of popular films, implying a broad demographic cross-section who contribute to box office success. It also indirectly refers to the film industry professionals involved in production, including directors, writers, actors, and crew members, and their representation in terms of gender and race.

Conclusions:

The ReFrame study concludes that while the financial benefits of gender-balanced films are clear, progress towards achieving parity in film production has stagnated. Despite comprising a smaller share of the top films, those with gender-balanced casts and crews are significantly more profitable. The study also reveals disparities in inclusivity across budget levels and highlights declines in representation for women directors and women of color in key roles in 2024.

Implications for brands:

• Support Diverse Filmmaking: Studios and production companies should prioritize projects with gender-balanced casts and crews, recognizing the potential for higher profitability.

• Invest in Women and Underrepresented Talent: There is a clear need to provide more opportunities for women, people of color, and transgender/nonbinary individuals in key creative and technical roles.

• Recognize Audience Preferences: The success of Stamped films suggests that audiences are receptive to and supportive of diverse storytelling.

Implication for society:

• Need for Continued Advocacy: The stalled progress indicates that continued advocacy and pressure are necessary to achieve meaningful and lasting change in the film industry's diversity.

• Impact of Representation on Culture: The stories told on screen and who gets to tell them have a significant impact on cultural perceptions and societal norms.

Implications for consumers:

• More Diverse and Engaging Storytelling: A more inclusive film industry could lead to a wider range of stories and perspectives being brought to the screen.

• Supporting Values Through Movie Choices: Consumers can consciously choose to support films that prioritize diversity and inclusion.

Implication for Future:

The future of the film industry could see a renewed push for gender balance and inclusivity, driven by both the proven financial benefits and ongoing social pressure. Addressing the disparities highlighted in the study will be crucial for fostering a more equitable and representative industry.

Consumer Trend (name, detailed description):

• "Demand for Representative Media": Audiences increasingly expect to see themselves and diverse experiences reflected in the media they consume, including films.

Consumer Sub Trend (name, detailed description):

• "Conscious Entertainment Choices": Consumers are becoming more intentional about the media they support, often seeking out content that aligns with their values of diversity and inclusion.

Big Social Trend (name, detailed description):

• "The Ongoing Pursuit of Equity and Inclusion": Across various sectors, there is a broad societal movement advocating for greater equity, representation, and inclusion for marginalized groups.

Worldwide Social Trend (name, detailed description):

• "Global Conversations on Media Diversity": The issue of diversity and representation in film and television is a global topic of discussion and concern.

Social Drive (name, detailed description):

• "Seeking Authentic and Inclusive Narratives": Audiences are driven by a desire to connect with stories and characters that feel authentic and represent the diverse world they live in.

Learnings for brands to use in 2025 (bullets, detailed description):

• Recognize the financial benefits of inclusive practices.

• Prioritize diversity in hiring and creative teams.

• Understand audience demand for representative content.

• Track progress towards diversity goals.

• Be mindful of representation across all aspects of production.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Implement and enforce diversity and inclusion policies in hiring and casting.

• Set clear and measurable goals for gender balance and representation.

• Support initiatives and organizations that promote diversity in film.

• Seek out and amplify the voices of underrepresented filmmakers and storytellers.

Final sentence (key concept) describing main trend from article:

Despite clear evidence of higher profitability, the pursuit of gender balance in film production faces stalled progress, highlighting a persistent gap between economic incentives and equitable representation.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, film studios and production companies should prioritize the implementation of concrete diversity and inclusion initiatives in all aspects of their operations, from hiring and casting to funding and creative development, recognizing that this not only aligns with audience demand and social values but also demonstrably leads to greater profitability. They can achieve this by setting measurable diversity goals, actively seeking out and supporting underrepresented talent, and fostering inclusive work environments.

Okay, here is the expanded "Final Note" for the detailed summary of the ReFrame study on gender-balanced films:

Final Note:

• Core Trend: The Unfulfilled Promise of Profitable Parity in Film: This core trend underscores a glaring contradiction within the film industry. The ReFrame study's compelling data consistently demonstrates the significant financial advantages of producing films with gender-balanced casts and crews, indicating a clear pathway to increased profitability. Yet, despite this compelling economic argument and growing societal pressure for inclusivity, the industry's progress towards achieving genuine gender parity in pivotal filmmaking roles has disappointingly stalled in recent years. This stagnation reveals a persistent gap between recognizing the benefits of diversity and implementing the systemic changes necessary to achieve it, suggesting that ingrained biases and traditional practices continue to hinder equitable representation despite the clear financial incentives.

• Core Strategy: Intentional Implementation of Diversity and Inclusion Practices: To bridge this gap and fully realize the potential of profitable parity, film studios and production companies must move beyond mere acknowledgment of the issue and adopt a proactive and intentional strategy focused on the robust implementation of diversity and inclusion practices across all stages of filmmaking. This necessitates establishing clear and measurable diversity goals, actively seeking out and nurturing talent from underrepresented groups, providing equitable opportunities in key creative and technical positions, and fostering inclusive work environments where diverse voices are valued and empowered. A commitment to genuine and sustained action, rather than passive observation, is essential to drive meaningful and lasting change.

• Core Industry Trend: The Ongoing Struggle for Representation in Filmmaking: The stalled progress highlighted by the ReFrame study underscores a persistent and deeply ingrained struggle for equitable representation within the film industry. Despite increased awareness, advocacy efforts, and evidence of the benefits of diversity, the underrepresentation of women, particularly women of color and transgender/nonbinary individuals, in key creative and technical roles like directing, writing, cinematography, composing, and visual effects supervision, remains a significant challenge. This ongoing struggle indicates the need for continued vigilance, systemic reforms, and a sustained commitment from all stakeholders within the industry to dismantle existing barriers and foster a truly inclusive filmmaking ecosystem.

• Core Consumer Motivation: Desire for Diverse, Authentic, and Inclusive Stories: The audience, the ultimate consumers of films, are increasingly vocal in their desire to see stories and storytellers that reflect the diverse world they live in. This demand for authentic and inclusive narratives stems from a fundamental human desire to connect with characters and experiences that resonate with their own identities and perspectives. The financial success of gender-balanced films further validates this consumer motivation, indicating that audiences are not only seeking but actively supporting films that embrace diversity and offer a broader range of voices and stories. By prioritizing inclusivity, the film industry can better connect with its audience, foster greater cultural resonance, and ultimately create a more vibrant and representative cinematic landscape.

Core Trend Detailed:

"The Economic Case for Gender Balance in Film Remains Strong Despite Stalled Progress": This core trend underscores a significant disconnect within the film industry. While the ReFrame study clearly indicates that films with gender-balanced casts and crews achieve greater profitability at the worldwide box office, the industry has unfortunately witnessed a stagnation in the progress towards gender parity in key production roles over the past five years. This paradox highlights that despite the compelling economic incentives and the growing audience demand for diverse representation, systemic barriers and traditional hiring practices continue to impede meaningful and consistent inclusivity in filmmaking. Addressing this stalled progress requires a more intentional and industry-wide commitment to actively implementing inclusive practices and challenging the status quo to fully realize both the creative and financial benefits of gender balance in film.

Source: https://www.thewrap.com/gender-balanced-movies-more-profitable-study-reframe-wif/