Elon Musk targeted Christopher Nolan's The Odyssey with a bigoted online backlash, claiming it was a 'woke' attempt to spread racial animus. He posted dozens of times on his social media platform, criticizing the casting of Lupita Nyong'o (a Black woman) and Elliot Page (a trans man), often spreading false statements about Oscar diversity requirements. Despite this, the film became one of the summer's biggest hits, earning over $260m and outperforming Troy in raw US dollars.
Rightwing Outrage Fails to Deter Audiences
The rallying cry 'go woke, go broke' was drowned out by demand for Nolan's spectacle. The film's success is attributed to factors like Nolan's popularity, a star-studded cast including Matt Damon, Anne Hathaway, and Tom Holland, and terrific reviews. The Odyssey holds a 95% positive rating on Rotten Tomatoes, insulating it from controversy, unlike other targets like Supergirl (53%) and Snow White (39%).
Broader Trends Show Diversity Doesn't Hurt
UCLA's annual Hollywood diversity report found that movies with casts 40-50% BIPOC had the highest median domestic and international box office. Even Snow White, targeted for its mixed-race star, saw slightly above-average performance in red counties. Analyst Steve Buck told Deadline there was 'no red theater blockade due to any perceived controversies.'
Online Buzz More About Perceived Winners
The online buzz affecting movies is less about wokeness and more about perceived status. A hit like The Odyssey or Obsession overperforms, creating excitement; a movie tagged as a loser, like Supergirl, underperforms. Culture warriors claim victory, but broader studies suggest audiences aren't put off by diverse casts.
Conclusion
Despite manufactured rightwing outrage, blockbuster successes like Barbie, Superman, Wicked, and Sinners show that such campaigns don't affect box office. As the article notes, 'it's hard to find much positive evidence of woke-specific avoidance of any movie.'
