The landscape of Hollywood is experiencing a shift, driven by consumers who are increasingly rejecting films with problematic sexual content. Since the emergence of the #MeToo movement in 2018, audiences have become more vocal, and their sentiments are now influencing box office revenues significantly. With even minor changes swaying millions of dollars, is it time for the film industry to reassess its standards?
Nooshin L. Warren, an associate professor of marketing at the Eller College of Management, investigated this phenomenon. Her analysis included data on revenue, casting, and audience engagement from over 1,500 blockbuster movies, looking specifically at representations of sexual misconduct, female objectification, and gender stereotyping. Despite increased intolerance toward harmful behavior post-#MeToo, Warren found audiences are slow to embrace new gender roles.
“Economists see everything as supply and demand,” Warren noted. “If at any point consumers’ perception about a product changes, it can change demand which leads to a change in supply. That means any social movement has the capability to be an invisible hand that disturbs market equilibrium. In this case, we wanted to know whether the #MeToo movement actually accomplished its goals, or was it just loud and generated a lot of buzz in the media?”
Warren worked in collaboration with researchers from Texas Christian University and the University of Oregon. Their findings were published in the Journal of Marketing.
Exploring the Impact of a Social Movement
The term #MeToo, originally coined by activist Tarana Burke, gained international traction when actor Alyssa Milano encouraged survivors of sexual violence to share their experiences on social media in 2017. This led to over 19 million social media posts within a year, sparking significant discussions and legislative changes.
To assess the campaign’s impact, Warren’s team used a ChatGPT-assisted review to analyze 1,523 top-grossing films from 2010 to 2023. The AI evaluated each movie on a five-point scale based on definitions of sexual violence, harassment, and gender characteristics, utilizing media reviews, plot summaries, and online discussions.
The researchers further verified and enhanced the AI’s findings with over 300,000 keywords from the Internet Movie Database, capturing the thematic essence of each film. Their analysis included depictions of sexual harassment, gender roles, and other factors like seasonality and real-world scandals. A demographic study of more than 4,700 U.S. moviegoers helped identify audience trends.
The study revealed that minor tweaks in portrayals of sexual misconduct and gender roles could significantly impact box office success, with potential revenue shifts ranging from $8 to $13 million. While viewers are less inclined to watch films with troubling sexual content, the public’s expectations of gender roles appear to have stagnated since #MeToo.
“When you think about social movements 30 or 40 years ago, people had to gather in the streets and protest. Nowadays, hashtags on social media can generate the same kind of attention,” Warren said. “But when your movement generates momentum quickly, you may struggle deciding on a solution. In our study, we interviewed people who told us they don’t want to see gender roles defining men and women and that men should be less toxic and kind. But, when we ask them about a movie in which a man cries or a woman is the breadwinner of the family, they weren’t interested.”
Why focus on the film industry? According to Warren, Hollywood is a prime area for studying #MeToo’s influence for several reasons. Many allegations surfaced from within the industry, which also plays a crucial role in shaping societal gender norms. Economically, it contributes over $600 billion in global revenue, offering a clear picture of consumer behavior.
The sector also faces a unique challenge: the lengthy production cycle limits rapid adaptations. When #MeToo went viral, ongoing projects couldn’t be altered easily, providing a stable environment to track changing consumer preferences.
Adapting to Evolving Standards
Warren’s research into consumer reactions to the #MeToo movement aims to shed light on public spending habits and the broader influence of social movements on consumer choices. She emphasizes that many industries still lean on traditional gender definitions, from products to advertising.
“Detergent commercials often showed a clueless man, while car companies used a woman behind the wheel to show how simple it was to drive,” Warren explained. “Today, everything has to change. When I survey my students about these concepts, they feel insulted and they don’t react well. While we’ve come a long way from the advertisements of the ’80s, we still have a long way to go.”
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