Diversity Is Good for Business in Hollywood, according to UNC Kenan-Flagler Business School Study

Films with multiple black actors in leading roles achieve significantly higher domestic box-office revenues than films with no black actors, according to a new study from the University of North Carolina Kenan-Flagler Business School.

“Hollywood should take note – box-office revenues are 149% higher in films with multiple black actors in leading roles compared to films with no black actors,” says Venkat Kuppuswamy, assistant professor of strategy and entrepreneurship at UNC Kenan-Flagler.

Peter Younkin, assistant professor of strategy and organization in the Desautels Faculty of Management at McGill University, co-authored the study, “Blaming the Customer: The Effect of Cast Racial Diversity on the Performance of Hollywood Films.”

Read full article: Stamford Advocate, 26 February, 2016