Helping Hollywood Avoid Claims of Bias Is Now a Growing Business

In the summer of 2020, not long after the murder of George Floyd spurred a racial reckoning in America, Carri Twigg’s phone kept ringing.

Ms. Twigg, a founding partner of a production company named Culture House, was asked over and over again if she could take a look at a television or movie script and raise any red flags, particularly on race.

Culture House, which employs mostly women of color, had traditionally specialized in documentaries. But after a few months of fielding the requests about scripts, they decided to make a business of it: They opened a new division dedicated solely to consulting work.

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{snip} In recent years, entertainment executives have vowed to make a genuine commitment to diversity, but are still routinely criticized for falling short. To signal that they are taking steps to address the issue, Hollywood studios have signed contracts with numerous companies and nonprofits to help them avoid the reputational damage that comes with having a movie or an episode of a TV show face accusations of bias.

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The consulting work runs the gamut of a production. The consulting companies sometimes are asked about casting decisions as well as marketing plans. And they may also read scripts to search for examples of bias and to scrutinize how characters are positioned in a story.

“It’s not only about what characters say, it’s also about when they don’t speak,” Ms. Twigg said. “It’s like, ‘Hey, there’s not enough agency for this character, you’re using this character as an ornament, you’re going to get dinged for that.’”

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“It really exploded in the last two years or so,” said Michelle K. Sugihara, the executive director of Coalition of Asian Pacifics in Entertainment, a nonprofit. The group, called CAPE, is on retainer to some of the biggest Hollywood studios, including Netflix, Paramount, Amazon and Sony.

Of the 100 projects that CAPE has consulted on, Ms. Sugihara said, roughly 80 percent have come since 2020, and they “really increased” after the Atlanta spa shootings in March 2021. “That really ramped up attention on our community,” she said.

Ms. Sugihara said her group could be actively involved throughout the production process. In one example, she said she told a studio that all of the actors playing the heroes in an upcoming scripted project appeared to be light-skinned East Asian people whereas the villains were portrayed by darker-skinned East Asian actors.

“That’s a red flag,” she said. “And we should talk about how those images may be harmful. Sometimes it’s just things that people aren’t even conscious about until you point it out.”

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“The studios at the end of the day, they want to produce content but they want to make money,” said Rashad Robinson, the president of the advocacy organization Color of Change. “Making money can be impeded because of poor decisions and not having the right people at the table. So the studios are going to want to seek that.”

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“This doesn’t change the rules with who gets to produce content and who gets to make the final decisions of what gets on the air,” he said. “It’s fine to bring folks in from the outside but that in the end is insufficient to the fact that across the entertainment industry there is still a problem in terms of not enough Black and brown people with power in the executive ranks.”

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