With both an increasingly diverse movie going audience and an increasingly diverse U.S. population, understanding how to attract diverse audiences will soon be paramount to the success of filmmakers and marketers, and to the sustainability of the exhibition sector. Movio’s recently released white paper, The Diversity Demand: Securing the Future of Movie Going, examines how theatrical audience composition correlates to increased representation on screen, and if this suggests an opportunity to drive box office by producing content representative of audiences that have historically been underrepresented in film.