On the eve of Crazy Rich Asians’ nationwide U.S. release last week, we partnered up with Warner Bros. Pictures and IW Group to host a private screening in New York that brought together media professionals and Asian American leaders. The event celebrated a historic milestone for diversity and representation and sparked dialogue about the future of Hollywood in an increasingly multicultural consumer landscape.
As the first major American film starring an all-Asian cast since The Joy Luck Club in 1993, Crazy Rich Asians is more than just a movie for the Asian American community—it’s a cinematic turning point. The Jon M. Chu-directed romantic comedy represents a newfound visibility on the silver screen that has been a long time coming.
닐슨의 전략적 커뮤니티 제휴 담당 부사장인 마리코 카펜터는 "아시아계 미국인들은 전례 없이 서로를 보고 인식하고 있으며, 서로를 보고 듣기 위해 모이고 단합하고 있습니다."라고 말합니다. "가장 빠르게 성장하는 구매력과 강력한 디지털 입지를 가진 소비자층으로서 아시아계 미국인은 엄청난 기회와 영향력 있는 목소리를 대변합니다."
AMC 34번가 극장에서 열린 닐슨 행사에는 뉴욕타임스, 포브스, 버즈피드 등의 기업과 중국계 미국인 기획위원회, 찰스 왕 커뮤니티 보건센터, 한인 가족 서비스 센터 등의 비영리 단체 관계자들이 참석했습니다.
Nielsen Chief Diversity Officer Angela Talton kicked off the evening by welcoming attendees and highlighting some key findings featured in our newly-published consumer report, Asian Americans: Digital Lives and Growing Influence. The report offers key insights into Asian American consumer habits across various industries. In addition to showing that Asian Americans are the fastest-growing and most affluent U.S. segment—with a buying power quickly approaching $1 trillion dollars—the report also noted that Asian Americans are avid and devoted moviegoers. For example, when compared to Non-Hispanic Whites, Asian Americans over index by 75% for buying movie tickets online and 23% for having attended a movie at a theater once in the last 30 days.
"영화 관람률에 있어서는 아시아계 미국인이 가능한 모든 지표에서 월등히 높습니다."라고 Angela는 말합니다. "영화관에 가는 사람이 점점 줄어들고 있는 상황에서 스튜디오는 아시아계 미국인 관객을 무시할 여유가 없습니다."
Following the screening, viewers were treated to a private reception where they enjoyed dim sum and specialty “mocktails” catered by popular Chinatown eatery Nom Wah Tea Parlor. Conversations turned to why it took Hollywood a quarter of a century to produce another contemporary film with an Asian leading cast and the movie’s opening weekend prospects.
“To say that a film like Crazy Rich Asians doesn’t come around very often would be a gross understatement,” said Nita Song, President & Chief Momentum Officer of IW Group, a multicultural marketing agency that oversaw the Asian American outreach efforts for the Warner Bros. film. “It also presents the ultimate litmus test in terms of proving that Asian Americans are a commercially viable audience segment.”
The movie has inspired similar conversations across news outlets. Caroline Ceniza-Levine, an entrepreneur and blogger for Forbes who attended the screening, documented her reaction in a recent article on Forbes.com—finding key career lessons in both the movie and the consumer insights presented beforehand. In addition, Mariko recently sat down with Bloomberg TV’s Daybreak Asia to discuss the opportunity in the current media landscape for more authentic Asian American content in the wake of the movie’s success.
위 사진: 안젤라 탈튼(오른쪽에서 세 번째)과 닐슨의 '크레이지 리치 아시안' 상영회 참석자들.
