Trends 2025: Film expert reveals when movies started going woke - and just how bad it's got
- dailyentertainment95
- May 30
- 13 min read
Why it is the topic trending:
A film industry expert, Stephen Follows, used AI to analyze a large dataset of 51,000 movies spanning from 1940 to the present. His findings reveal a significant increase in films incorporating social justice narratives, overt political messaging, and representation-focused casting, particularly since the early 2000s.
The term "woke" has become a prevalent and often debated term in discussions about media and culture, referring to an increased awareness of social justice issues. Follows' research provides data-driven insights into the perceived increase of these themes in mainstream cinema, making it a topic of public interest and discussion.
The article highlights specific examples of movies, such as the all-female "Ghostbusters" reboot and the live-action "The Little Mermaid," that have been praised for their diversity but also faced criticism for being "woke," indicating a division in audience reception to this trend.
The research also points to the impact on established franchises, citing the decrease in viewership for "Doctor Who" which some fans attribute to more inclusive narratives. This impact on popular media properties further fuels the discussion and debate around this trend.
The article quotes Follows stating that "Political messaging in film has become less subtle over time," suggesting a shift in how social and political themes are presented in movies, making them more direct and central, which is likely to garner attention and discussion.
Overview:
The topic is trending due to a film expert's analysis of 51,000 movies using AI, which indicates a substantial rise in the inclusion of social justice narratives, overt political messaging, and representation-focused casting, especially since the early 2000s. This study by Stephen Follows has sparked debate and discussion as it provides data supporting the perception of increased "woke" content in Hollywood. The article highlights examples of films that have received both praise for their diversity and criticism for their social or political themes, as well as the potential impact on established franchises, contributing to the ongoing cultural conversation around representation and messaging in media.
Detailed Findings:
Stephen Follows analyzed over 51,000 movies released between 1940 and the present.
His research identified a sharp upward trend in films featuring social justice stories, political content, and diverse casting, particularly after the early 2000s.
The inclusion of LGBTQ+ characters in cinema saw a resurgence in the late 1990s and 2000s, with their presence significantly increasing in the last decade.
Movies addressing social reform and equality have doubled since the 1970s, rising from approximately 5% to 10% of current releases.
Examples of films cited in the article that have faced criticism for "woke" content despite their diversity include the all-female "Ghostbusters" (2016) and "The Little Mermaid" (2023).
Other examples of films with mixed reception and varying box office results due to their social themes include "Lightyear" (with an LGBT subplot) and "Snow White" (a modern take on the classic story).
The article notes a decline in viewership for the BBC series "Doctor Who," with some fans attributing it to narrative decisions involving non-binary and transgender characters.
Follows' research suggests that political messaging in film has become more direct and less subtle over time, with themes being presented in a "clear and central" manner.
Key success factors of product (trend):
Data-Driven Insights: The use of AI to analyze a large dataset (51,000 movies) lends credibility and weight to the findings, making the trend more noteworthy.
Expert Opinion: Stephen Follows, identified as a film industry expert known for his analysis of movie trends, provides authority to the observations.
Relevance to Current Cultural Discourse: The topic directly addresses the ongoing and often heated discussions around "wokeness," representation, and political correctness in media.
Concrete Examples: The article provides specific movie titles and franchise examples to illustrate the trend, making it more tangible and relatable for readers.
Quantifiable Claims: The mention of specific percentage increases (e.g., social reform movies doubling) offers statistical backing to the narrative.
Key Takeaway:
The increasing prevalence of social justice narratives, political messaging, and representation-focused casting in movies, as identified by AI-driven analysis of 51,000 films, is a significant trend in the film industry, sparking debate and influencing audience reception.
Main Trend:
The main trend is the increasing integration of social and political themes, particularly those related to social justice and representation, into mainstream cinema. This signifies a shift in storytelling priorities and potentially reflects a broader cultural awareness and demand for inclusivity and diverse perspectives in media.
Description of the trend (please name it):
Thematic Integration of Social Justice and Representation in Film: This trend describes the growing presence of narratives, messaging, and casting choices in movies that consciously address issues related to social justice, equality, identity, and representation of marginalized groups. This integration can manifest in various ways, from featuring more diverse casts and inclusive storylines to explicitly addressing political and social issues within the narrative.
What is consumer motivation:
Demand for Representation and Inclusivity: Many consumers, particularly younger audiences and members of marginalized groups, actively seek out media that reflects their experiences and identities.
Awareness of Social Issues: Increased societal awareness and discussion of social justice issues often translate into a desire for these themes to be explored in entertainment.
Seeking Meaning and Relevance in Media: Some consumers are motivated to watch films that engage with important social and political topics, offering insights or perspectives on these issues.
Support for Values Alignment: Consumers may choose to support films and creators whose values align with their own, including a commitment to diversity and social justice.
Desire for Contemporary Storytelling: Audiences may expect modern films to reflect the evolving social and political landscape, making the inclusion of these themes feel relevant and current.
What is driving trend:
Increased Awareness of Social Justice Issues: Global movements and discussions around topics like racial equality, gender identity, and LGBTQ+ rights have raised awareness and created a demand for representation in media.
Shifting Demographics and Audience Expectations: The increasing diversity of the global population and film audiences has led to calls for more inclusive storytelling.
Activism and Advocacy within the Film Industry: Increased advocacy from actors, directors, writers, and other industry professionals for greater representation and social consciousness in filmmaking.
Commercial Considerations (to a degree): Studios may recognize the potential to reach broader audiences and tap into new markets by producing more diverse and inclusive content, although the article suggests mixed box office results for some films.
Influence of Social Media and Online Discourse: Social media platforms amplify discussions around representation and inclusivity in media, holding creators and studios accountable.
What is motivation beyond the trend:
Artistic Expression and Storytelling: Filmmakers may be intrinsically motivated to tell stories that reflect the complexities of the real world, including social and political issues.
Desire to Educate and Promote Empathy: Some films aim to raise awareness about social issues and foster empathy and understanding among viewers.
Reflecting the Zeitgeist: Art often mirrors the social and political climate of its time, and the inclusion of these themes can be seen as a reflection of contemporary concerns.
Challenging Traditional Norms and Perspectives: Filmmakers may use their work to challenge conventional narratives and offer alternative perspectives on societal issues.
Creating Impact and Sparking Dialogue: Films that address social and political topics can have a powerful impact on viewers and spark important conversations.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle? What kind of movies they like? Are they frequent, low or moderate moviegoers? What are their shopping preferences):
The article refers to a diverse range of consumers with potentially differing views:
Age: Likely spans across generations, as the "woke" debate is prevalent among various age groups. Younger audiences might be more supportive of inclusive representation, while older audiences may have varying perspectives based on their experiences and expectations of media.
Gender: Both men and women are likely part of the audience discussed, with varied opinions on the integration of social justice themes.
Income: No specific income level is mentioned. Opinions on this topic likely cross income brackets.
Lifestyle: Ranges from those actively engaged in social and political issues to those primarily seeking entertainment and potentially resistant to overt messaging.
Kind of movies they like: Not limited to a specific genre. The article discusses various types of films, from action reboots to Disney classics and science fiction, suggesting that this trend and the reactions to it are present across different genres.
Are they frequent, low or moderate moviegoers?: Likely includes viewers across all levels of moviegoing frequency. Frequent moviegoers might be more attuned to changes in film trends, while casual viewers may react more strongly to noticeable shifts in storytelling or casting in familiar franchises.
What are their shopping preferences: Not directly mentioned, but their preferences likely align with their broader values and consumption habits. Those who support inclusivity might favor brands and products associated with these values.
Implications for brands:
Navigating Socially Charged Content: Brands need to be mindful of the potential for both positive and negative reactions when associating with media that has strong social or political themes.
Understanding Audience Values: It's crucial for brands to understand the values and expectations of their target audiences regarding representation and social issues in entertainment.
Potential for Targeted Marketing: Brands can tailor their marketing strategies to align with specific audience segments based on their preferences for inclusive or socially conscious content.
Risk of Alienating Consumers: Taking a stance or aligning with content perceived as overly "woke" by some consumers could lead to backlash and alienation.
Opportunity for Positive Brand Association: Supporting diverse and inclusive content can enhance a brand's image and resonate with consumers who value these principles.
Implications for society:
Increased Representation of Marginalized Groups: The trend could lead to greater visibility and understanding of diverse experiences and perspectives in mainstream culture.
Potential for Social and Political Dialogue: Films that address social justice issues can spark important conversations and promote greater awareness of these topics.
Cultural Shifts in Storytelling Norms: The increasing integration of these themes may signify a long-term shift in what is considered mainstream and acceptable in cinematic storytelling.
Possible Polarization of Audiences: Differing opinions on the inclusion of "woke" content could lead to further polarization and division among audiences.
Influence on Public Opinion and Values: Media, including film, has the potential to influence public opinion and shape societal values regarding social and political issues.
Implications for consumers:
More Diverse and Inclusive Content Options: Consumers who value representation will have access to a wider range of films that reflect diverse identities and experiences.
Potential for Feeling Overwhelmed by Messaging: Some consumers might feel that entertainment is becoming too focused on social and political issues, detracting from escapism.
Greater Awareness of Underlying Themes in Media: Audiences are becoming more conscious of the messages and values being presented in the films they watch.
Empowerment Through Representation: Seeing themselves reflected in media can be empowering and validating for members of marginalized groups.
Opportunity to Support Content Aligned with Their Values: Consumers can make choices about what they watch and support based on their preferences for inclusivity and social consciousness.
Implications for film industry:
Balancing Creative Vision with Audience Expectations: Studios and filmmakers face the challenge of balancing their artistic vision with the diverse and sometimes conflicting expectations of their audiences.
Navigating the "Woke" Debate: The industry must grapple with the ongoing debate around "wokeness" and its impact on creative choices and audience reception.
Exploring New Storytelling Approaches: The trend encourages filmmakers to explore new narratives and perspectives that reflect a more diverse and complex world.
Considering the Box Office Impact of Socially Conscious Content: Studios will likely continue to analyze the financial performance of films with strong social or political themes to inform future production decisions.
Investing in Diversity and Inclusion Initiatives: The industry may need to further invest in initiatives to ensure more diverse representation both on and off-screen.
Implications for filmmakers:
Opportunity to Tell Meaningful and Impactful Stories: Filmmakers have the chance to create work that addresses important social and political issues and resonates with audiences on a deeper level.
Potential for Creative Innovation: Exploring diverse perspectives and themes can lead to more original and innovative storytelling.
Responsibility in Representation: Filmmakers need to be mindful of the potential impact of their portrayals of marginalized groups and strive for authenticity and sensitivity.
Facing Potential Criticism and Backlash: Filmmakers who tackle controversial social or political topics may face criticism or backlash from certain segments of the audience.
Collaborating with Diverse Voices: Working with writers, actors, and crew from diverse backgrounds can enrich the storytelling process and lead to more nuanced and authentic representation.
Consumer Trend: Conscious Consumption of Media - Consumers are increasingly aware of the social and political messages embedded in the media they consume and are making choices based on these factors, including a desire for representation and inclusivity.
Consumer Sub Trend: Polarized Media Consumption - Audiences are increasingly divided in their preferences for media content based on their social and political beliefs, leading to varied reactions to "woke" content.
Big Social Trend: Increased Societal Focus on Diversity, Equity, and Inclusion (DEI) - A global movement towards recognizing and addressing systemic inequalities and promoting fairer representation across all aspects of society, including media.
Worldwide Social Trend: Global Discussions on Identity and Representation - Ongoing conversations around identity, belonging, and the importance of seeing oneself reflected in cultural narratives are taking place worldwide.
Social Drive: Demand for Authenticity and Relevance - Audiences are seeking media that feels authentic to the lived experiences of a diverse population and that addresses relevant social and political issues.
Movie Trend: The Socially Conscious Blockbuster (and Indie Film) - Both mainstream and independent cinema are increasingly incorporating social and political themes into their narratives, aiming to entertain while also prompting thought and discussion.
Learnings for brands to use in 2025:
Conduct thorough audience research to understand the diverse perspectives and sensitivities of your target market regarding social and political issues in media.
Tread carefully when aligning your brand with content that has overt social or political messaging, and ensure it aligns authentically with your brand values.
Consider supporting inclusive and diverse content that resonates with a broad audience without alienating significant segments of your consumer base.
Learnings for film industry to use in 2025:
Recognize the growing demand for diverse and inclusive storytelling while also acknowledging the varied audience reactions to overtly political or socially charged content.
Invest in developing a deeper understanding of how different audience segments respond to representation and social justice themes in film.
Foster a more inclusive and diverse environment within the industry to ensure authentic and nuanced portrayals of different communities and experiences.
Learnings for film makers to use in 2025:
Be mindful of the responsibility that comes with representing diverse characters and addressing social and political issues in your work.
Strive for authenticity and nuance in your portrayals, and consider collaborating with individuals from the communities you are depicting.
Understand that your creative choices may be subject to scrutiny and diverse interpretations from audiences with varying perspectives and beliefs.
Strategy Recommendations for brands to follow in 2025:
Focus on inclusive marketing campaigns that celebrate diversity in a genuine and non-tokenistic way, rather than directly commenting on contentious social or political issues related to film.
Prioritize partnerships with media that align with your brand's core values and resonate positively with the majority of your target audience.
Monitor social media and cultural conversations to understand evolving audience sentiment regarding representation and social issues in entertainment.
Strategy Recommendations film industry to follow in 2025:
Encourage more diverse voices and stories to be developed and produced, ensuring that a wider range of perspectives are represented on screen.
Conduct sensitivity readings and consult with community representatives when portraying marginalized groups or addressing sensitive social issues.
Foster open dialogue within the industry about the complexities of representation and the potential impact of creative choices on audiences.
Strategy Recommendations for film makers to follow in 2025:
If you choose to address social or political issues in your films, do so with careful consideration, research, and a commitment to authenticity.
Be prepared for a range of audience reactions to your work, including both praise and criticism.
Consider the potential for your films to spark dialogue and promote understanding across different perspectives.
Final note:
Core Trend: Thematic Integration of Social Justice and Representation in Film - The increasing presence of social justice and representation themes in mainstream cinema.
Core Strategy: Navigate the complexities of audience expectations and social discourse by promoting authentic representation and understanding diverse perspectives.
Core Movie Trend: The Socially Conscious Blockbuster (and Indie Film) - Mainstream and independent films addressing social and political themes.
Core Consumer Motivation: Seeking representation, relevance, and alignment with their values in the media they consume.
Final Conclusion:
The trend of increased social justice narratives, political messaging, and representation in film is undeniable, as supported by the data presented in the article. This shift reflects a changing cultural landscape and evolving audience expectations. While praised by many for promoting inclusivity and diverse perspectives, this trend has also faced criticism from some viewers who feel it detracts from entertainment or imposes a particular ideology. The film industry, filmmakers, and even brands must navigate this complex terrain by understanding the diverse motivations and reactions of consumers, striving for authenticity and nuance in representation, and being mindful of the potential for both positive impact and audience division. The conversation around "wokeness" in film is likely to continue, shaping the future of cinematic storytelling and influencing cultural discourse.
Core Movie Trend Detailed:
Core Movie Trend Detailed: The Socially Conscious Blockbuster (and Indie Film): This trend signifies a departure from solely entertainment-focused filmmaking towards incorporating themes and narratives that reflect current social and political realities. Blockbuster films, with their wide reach and influence, are increasingly featuring diverse casts and addressing topics like inequality, identity, and environmental concerns. Similarly, independent cinema has long been a space for exploring social issues, and this trend sees a continued emphasis on these themes with potentially broader audience awareness. The intention behind this trend can range from a genuine desire for representation and social change to a strategic move to appeal to evolving audience demographics and values.
Key Characteristics of the Core trend (summary):
Integration of social and political themes into mainstream and independent films.
Featuring diverse casts and inclusive storylines.
Addressing topics like racial equality, gender identity, LGBTQ+ rights, and social injustice.
Can range from subtle thematic undertones to overt political messaging.
Aims to reflect contemporary social and political landscapes.
Market and Cultural Signals Supporting the Trend (summary):
Increased public awareness and discussion of social justice issues globally.
Growing demand for representation and inclusivity in media.
Activism within the film industry advocating for diverse storytelling.
The success of films that have championed diversity and tackled social issues.
The influence of social media in amplifying discussions around representation and holding media accountable.
How the Trend Is Changing Consumer Behavior (summary):
Consumers are becoming more discerning about the content they watch, considering the social and political messages being conveyed.
Audiences are increasingly vocal about their expectations for representation and inclusivity in film.
Some consumers are actively seeking out films that align with their values and offer diverse perspectives.
Others may be resistant to what they perceive as forced or overly political messaging in entertainment.
Box office performance and audience reception are increasingly influenced by the perceived social consciousness of a film.
Implications Across the Ecosystem (summary):
For Brands and CPGs: Opportunity to align with socially conscious films that resonate with their target audiences, but also the risk of alienating consumers with differing views.
For Retailers: Potential for themed merchandise and marketing around films that promote diversity and social justice.
For Consumers: A wider range of films that reflect diverse identities and experiences, but also potential for division based on differing perspectives on social and political issues in entertainment.
For Movie Industry: A shift towards more inclusive storytelling and casting, but also the challenge of balancing creative vision with varied audience expectations.
For Filmmakers: An opportunity to create meaningful and impactful stories that address relevant social issues, but also the responsibility of authentic and sensitive representation and the potential for diverse audience reactions.
Strategic Forecast (summary):
The trend of socially conscious filmmaking is expected to continue, driven by increasing awareness and demand for representation.
Studios and filmmakers will likely continue to explore diverse narratives and address social issues in their work, albeit with ongoing navigation of audience sensitivities.
Expect more nuanced and complex portrayals of marginalized communities and social issues in mainstream cinema.
The conversation around "wokeness" in film will likely persist, influencing both creative choices and audience reception.
The success of films that authentically integrate social consciousness while still delivering compelling entertainment will serve as a model for future projects.
Final Thought:
The analysis by Stephen Follows confirms what many have observed: film is increasingly engaging with social and political realities. While this trend offers exciting possibilities for more diverse and inclusive storytelling, it also presents challenges in navigating varied audience expectations and potential cultural divides. The key for the film industry and filmmakers lies in striking a balance between artistic expression, authentic representation, and the desire to create impactful and engaging experiences for a global audience.
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