I think this study is really timely because it reinforces what we're seeing right now with films like Black Panther and A Wrinkle in Time; showcasing characters of colour is not negatively affecting the bottom line, and in addition to being culturally beneficial, may prove to be financially so as well.

Media shouldn't be diverse for diversity's sake, like with the tokenism and stereotypical 'representation' of the pas. Instead, if diverse content is to be increased - which our study and the recent worldwide success of Black Panther suggest is a good idea - it needs to depict minority characters in a way that is true and meaningful.

The results point towards an opportunity for successfully marketing films with diverse casts and inclusive storylines to wider audiences.