From the Office of the President & CEO, Sarah Kate Ellis
As GLAAD releases this twelfth edition of our Studio Responsibility Index (SRI), we continue to find inconsistent progress from major distributors when it comes to lesbian, gay, bisexual, transgender and queer (LGBTQ) characters and storytelling in film at a time when visibility for our community and LGBTQ issues is critical. Several distributors are inconsistent within their own slates, with many distributors releasing both outstanding LGBTQ films and films that did not represent LGBTQ people fairly in the same year.
While the number of inclusive films and total LGBTQ characters slightly decreased, this study saw a welcome increase in LGBTQ leads and major characters. More than a third of LGBTQ characters (38 percent) appeared on screen for more than 10 minutes, up five percent from 2022 films. This includes titles like Bottoms, which set a new record for the highest per-screen average on ten or more screens in its opening weekend, Red, White & Royal Blue, which premiered as the number one movie worldwide on Prime Video in its opening weekend and sparked a “huge surge of new Prime membership” sign ups per reporting by Amazon, Knock at the Cabin, which dethroned Avatar: The Way of Water from the top box office spot after its seven week hold, as well as awardsseason hits All of Us Strangers, Rustin, and more. These successes are especially important at a time when the media often gives outsized attention to a small but loud group of anti-LGBTQ activists who attack inclusive films over social media. These films with leading LGBTQ characters prove that our stories can absolutely be critical and commercial successes when they have full support of the studio behind them.
Diverse LGBTQ characters play a significant role in accelerating acceptance for LGBTQ people, as they are enjoyed by audiences worldwide. This year’s SRI notably found an increase in LGBTQ people of color, up from 40 percent in 2022 to 46 percent in 2023, after GLAAD’s continued pressure to ensure that at least half of LGBTQ characters are people of color. However, diversity of characters has not improved on all levels: this edition finds an alarming drop in stories featuring transgender characters, from 12 to just two films.
GLAAD’s 2024 Accelerating Acceptance study found that “portrayals in entertainment media” is one of the strongest positive influences on people’s attitudes towards transgender people, second only to personally knowing a trans person. These stories are crucial, as less than 30% of American adults say they know a trans person at a time when a record number of anti-LGBTQ bills are being introduced at all levels of government – an overwhelming number of which target trans young people. Stories featuring trans characters must not perpetrate harmful tropes and stereotypes and must cast trans roles authentically. It is outrageous to see one of the two trans-inclusive films in this year’s study lean directly into those stereotypes and then to discard best storytelling practices by casting a cisgender man to play a trans woman.
GLAAD’s SRI study allows our GLAAD Media Institute (GMI) team to identify trends and gaps in inclusion in film, both from the overall industry perspective and from each distribution company. This study focuses on finding actionable insights, steps forward for progress, and priorities for change. Our GMI works as a center of excellence and resource to filmmakers, executives, marketers, and talent everyday as the leading partner in telling impactful, nuanced, and diverse LGBTQ stories that will both reflect LGBTQ lives and entertain audiences across the globe.
GLAAD research shows that seven in 10 non-LGBTQ adults believe companies should publicly support the LGBTQ community. Further, GLAAD and the Edelman Trust Institute found that U.S. employees 18-34 are five times more likely to want to work at a company, and twice as likely to buy or use a brand that publicly supports and demonstrates a commitment to expanding and protecting LGBTQ rights.
As the industry continues to quickly evolve, audiences have more options than ever before as to how they spend their time and money. Major distributors wishing to maintain the attention of young diverse audiences must increase and expand their efforts and investment of time and resources to improve and market inclusive storytelling, as well as actively using their brand and platform to stand as an ally to the LGBTQ community.
The GLAAD Media Institute continues to serve as the gold standard resource to the creative community and our teams are proudly working every day with our partners at studio distributors and production companies to drive culture change. Films tracked in this and previous editions of the SRI including Knock at the Cabin, Anything’s Possible, and Three Months were featured titles in our GLAAD List program, a curated list of the most promising unmade LGBTQ-inclusive film scripts in partnership with script hosting website The Black List. Other proactive GLAAD initiatives include the Black Queer Creative Summit, Equity in Entertainment Initiative, and more which are designed to find, platform, and connect new talent with opportunities in the industry. We know the power of these stories and that LGBTQ voices have never been more crucial as we look towards the future of a shifting industry and broader culture.
As this year’s Studio Responsibility Index shows, there is significant work to be done today if distributors hope to progress and remain relevant to a quickly growing population. Our teams look forward to that partnership.
Thank you for your support,