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.
"尼尔森社区战略联盟副总裁玛丽科-卡彭特（Mariko Carpenter）表示："亚裔美国人正以前所未有的方式相互认识、相互了解、相互聚集、相互团结，以获得关注和倾听。"尼尔森战略社区联盟副总裁玛丽科-卡彭特（Mariko Carpenter）表示："作为购买力增长最快、数字化程度最高的消费群体，亚裔美国人代表着巨大的机遇和有影响力的声音。
尼尔森的活动在AMC第34街剧院举行，吸引了来自《纽约时报》、《福布斯》和Buzzfeed等公司的代表，以及华裔美国人规划委员会、王嘉廉社区健康中心和韩裔美国人家庭服务中心等非营利组织的代表。
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.
"安吉拉说："在观影率方面，亚裔美国人的指数无论如何都要高于其他族裔。"安吉拉说："在人们去电影院的人数越来越少的时候，电影公司不能忽视亚裔美国观众。
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.
上图：安吉拉-塔尔顿（Angela Talton，右三）与《疯狂亚洲富豪》尼尔森放映会的与会者合影。
