Joe Corallo: Rogue One – A Marketing Story
Before I jump into my main point about the latest live action Star Wars adventure known as Rogue One: A Star Wars Story, I’d like to make some things clear. First, I loved it. By noon this past Friday I had seen it twice. I enjoyed it more than The Force Awakens. I’d be more than happy to go out and spend the money to see it again.
Now that I made that very clear, I’d like to go into two of my observations. While I wouldn’t necessarily consider anything I’m about to state as a spoiler, that doesn’t mean you won’t. If you are very sensitive to anything even remotely resembling a spoiler, please watch Rogue One before you continue reading.
We’re all on the same page now? Great!
The first observation I’m going to make revolves around foreign markets. In particular, the Chinese movie going market. China has become the second largest market for movies in the world and Hollywood has been taking advantage of that. The Force Awakens failed to go over well in China, which made it impossible for the movie to beat out Avatar for the highest grossing film of all time.
In an effort to change that, Rogue One features Hong Kong action mega star Donnie Yen as well as another prominent Chinese actor, Wen Jiang. It’s a solid marketing move and could prove very lucrative for Disney if it gets China’s moviegoers to the theaters for it.
This is more or less a neutral move to pander to an audience. While this does mean precious character real estate isn’t going to other groups or to Asian American actors, it’s still diverse casting. It is also pandering and not really risktaking. While we can discuss this as being good representation, we have to acknowledge it’s also smart business.
Don’t think that considering financial gains to be made in other countries from Hollywood will always have a neutral impact like this. In some cases it’s a positive impact. Movies like Iron Man 3 likely avoided offensive stereotyping with the character of the Mandarin by not wanting to offend that audience. That’s great. Hollywood becoming more worldly for that reason is important and encouraging.
There are drawbacks, however. One of the biggest examples being Doctor Strange. In a politically motivated move, Disney avoided casting someone to portray the Tibetan character of the Ancient One and instead changed the origin of the character to be Celtic while keeping the Asian aesthetic. The thought being that the Chinese government would inhibit the movie’s release and cost the studio precious revenue. While that’s not what is happening with a movie like Rogue One, this mindset could potentially be damaging in other ways. Dehumanizing the people of Tibet or erasing them entirely for a generation will have consequences. As will promoting talent from other countries as Asian American actors and actresses are given more and more hurdles to overcome to make it in Hollywood.
My second observation has to do with the characters of Chirrut Imwe and Baze Malbus who are played by Donnie Yen and Wen Jiang. I’ve seen many opinion pieces going around about how they’re clearly a gay couple with evidence from the movie. I’m going to make my thoughts on this very clear.
I’m not happy that Disney’s approach to Star Wars so far had involved queer baiting. If they weren’t aware they were doing that in The Force Awakens they certainly knew for Rogue One.
There is nothing about either sets of those characters that directly implies they’re in a relationship, or that they even want a relationship together. They like having each other around and aren’t shy about their admiration of each other in both movies, but men showing some affection towards each other does not mean they are in a sexual relationship and that kind of thinking can be dangerous and continue to inhibit straight people from feeling they can express themselves that way without implications as well as keeping queer people in the closet longer.
It’s 2016. If you want to have queer characters in your movie, you can.
You don’t need to code them. If you’re coding them, then you’re only speaking to a queer audience. This is an audience that doesn’t need coding anymore; we need real representation. Besides, coding characters so only a queer audience might read them as queer isn’t speaking to straight audiences who are the ones who really need to understand queer characters more and understand that we exist and we aren’t going anywhere.
A reason to code characters in 2016 would be so you can make more money at the box office by not potentially turning away moviegoers who might think twice about wanting to see a queer love story play out while also wanting to make nice with a queer audience. They might also want to make sure people in countries with governments that may be less friendly to the queer community will allow the movie to play unhindered. Not sure something like that would happen? Queer elements have been edited out of anime like Sailor Moon back in the 90s so it could play on TV here in the States.
I completely understand that not everything out there will have queer representation and I am okay with that. What I don’t want to keep seeing are queer baiting story elements like we’ve been seeing in Star Wars since Disney has taken the helm. Either have the representation or don’t. You don’t get to have it both ways and we can’t keep praising companies like Disney for representation that isn’t actually there.
Rogue One was a solid installment in the Star Wars universe and might be my favorite installment since the original trilogy concluded. I highly recommend it. That doesn’t mean we can’t keep hoping for something better even if it means rebelling against some of those in power. Rebellions are built on hope.
