Why does Disney Keep Making Woke Movies?

Disney, a global entertainment powerhouse, has recently faced scrutiny over its decision to produce what many perceive as overly politically motivated films. Questions have been raised, especially in light of financial losses, about whether Disney is truly driven by artistry or by market-driven strategies. This article aims to debunk common misconceptions and provide a more accurate perspective on Disney's business motives behind these so-called 'woke' movies.

Market Strategy and Corporate Social Responsibility

Market Strategy and Corporate Social Responsibility:
While Disney is a corporation, driven by shareholders, there is more to the story than simply aiming for financial profitability. Evidence suggests that Disney's decision to produce these 'woke' movies is a calculated market strategy, coupled with a powerful focus on corporate social responsibility (CSR).

By investing in films that address social issues, Disney is positioning itself as a socially conscious brand. This strategy culminates in an improved ESG (Environmental, Social, and Governance) rating, which positively reflects on their stock price and corporate image. Furthermore, these losses in the movie division could provide tax benefits for other more profitable divisions, as mentioned in the article.

Market Research and Audience Insights

Market Research and Audience Insights:
It would be erroneous to dismiss Disney's market research practices. The company, with its vast resources and extensive experience in the industry, has conducted thorough studies to identify trends and audience preferences. Market research clearly indicates that audiences are increasingly supporting films that tackle social issues. This trend has not been a sudden awakening, but rather a gradual evolution within the entertainment industry, especially since the late 1960s.

Consider the landmark moments in American cinema, such as Captain Kirk's interracial kiss on Star Trek. Hollywood's gradual shift towards acknowledging social justice issues has been gradual, well-documented, and well-planned. This movement aligns with evolving social norms and audience expectations, not merely as a calculated strategy but driven by genuine shifts in societal values and demands.

Understanding 'Woke' in Context

Understanding 'Woke' in Context:
The term 'woke' often carries a negative connotation in political debates. However, in the context of Disney's narrative discourse, 'woke' is used to describe films that are alert to and concerned about social injustice and discrimination. It is important to note that not all films that include diverse castings or themes are necessarily 'woke.'

According to Jon Favreau, an actor and director, a film is 'woke' if it addresses social issues and promotes social awareness. For example, A Christmas Carol is considered 'woke' because it tackles poverty and moral accountability, awakening the viewer to these issues. Conversely, films like the Little Mermaid remake, despite featuring diverse representations, may not be 'woke' if they fail to delve into social issues. Similarly, films like Black Panther and Squid Game are often considered 'woke' for their representation of marginalized groups and their examination of social inequality.

Profitability Beyond Slogans

Profitability Beyond Slogans:
The argument that 'woke' movies always lose money is a misinterpretation. Many 'woke' films not only break even but also achieve critical acclaim and financial success. Films like Parasite, Moonlight, and 12 Years a Slave have won accolades and box office success, highlighting that 'woke' content can resonate with audiences and yield substantial profits.

Moreover, films that fail are often not solely due to their political or social themes. Issues like poor marketing, script problems, and casting choices can also contribute to a film's failure. For instance, the The Lone Ranger was not a failure because it promoted social justice but because it suffered from a poorly crafted storyline and public backlash. Similarly, the Hunger Games and Squid Game were both successful due to their focus on socio-economic inequality and viewer engagement.

Disney's Creative Slump and Future Outlook

Disney's Creative Slump and Future Outlook:
There is no denying that Disney has faced creative challenges recently, notably with live-action remakes and superhero sequels. However, blaming this slump on 'wokeness' is an oversimplification. It is more likely that Disney is experiencing a temporary phase of creative stagnation as it navigates the complexities of creating diverse and engaging content.

By exploring a range of narratives, from reimagining classics to delving into lesser-explored genres, Disney can reignite its creative prowess. The current focus on middle-of-the-road content might be playing it safe but is also a strategic move to maintain stability in an ever-evolving entertainment landscape. Once again, this does not equate to a failure of 'wokeness' but rather a recalibration of artistic direction.

Conclusion

The complexity of Disney's approach to film production and the notion of 'woke' movies cannot be reduced to simple slogans or financial losses. By understanding the strategic and social dimensions of their approach, it becomes clearer that Disney's initiatives are driven by an informed assessment of market needs and a commitment to social responsibility. As the industry continues to evolve, the role of 'wokeness' in shaping the narrative discourse remains essential, providing both challenges and opportunities for creative innovation and social engagement.