Just a couple of days we posted on how diverse casts sell more movie tickets. This weekend’s box office has given us an excellent example of this principal in a faith-based movie you probably have not heard of called War Room. The movie was made for 3 million and it made 11 million, over 3x it’s dinky budget.
Credit for “War Room’s” ticket sales surge goes to its cast of African-Americans. That allowed the film to draw from pools of black and white moviegoers, an essential ingredient in its success given that polling shows that African-Americans are more religious than the U.S. population as a whole. Nearly 90% of African-Americans describe themselves as belonging to a religious group, with six out of ten coming from historically black protestant churches and 15% hailing from evangelical churches, according to a survey by the Pew Research Center. For “War Room,” that translated to a racially diverse opening weekend crowd that was 36% African-American and 42% Caucasian, according to exit data.
Is anyone surprised by this?