From hundreds of Oscar winners and classics, Republicans were far more likely to name as favorites The Sound of Music and It’s a Wonderful Life; Democrats favored Bonnie and Clyde and The Silence of the Lambs.
On Sept. 23, Morgan Freeman went on CNN’s Piers Morgan Tonight to proclaim that Tea Party opposition to President Obama “is a racist thing.” The timing wasn’t ideal, considering Dolphin Tale had opened that day and the film was tracking particularly well among conservatives, many of whom the star had suddenly maligned.
While only 627,000 people saw Freeman on CNN that night, millions soon viewed the clip as Drudge Report, Twitter, Facebook and other digital outlets turned it into a viral sensation — not difficult given how partisan and personal politics have become in this run-up to the 2012 presidential election. “He belongs on my ‘no pay, no watch’ list after his latest, nearly hallucinatory raving,” wrote one commenter on a conservative media site.
With Dolphin Tale opening with a strong $19.2 million that first weekend and finishing No. 1 with $13.9 million in its second, the financial impact of Freeman’s comments is hard to quantify. But they did have an effect. In a far-ranging poll Penn Schoen Berland conducted for The Hollywood Reporter of 1,000 registered voters to gauge moviegoing tendencies of Democrats vs. Republicans, it’s clear political allegiances have shifted entertainment viewing habits. Jon Penn, the firm’s president of media and entertainment research, says that before Freeman’s words, interest in Dolphin Tale was considerably higher among conservatives and religious moviegoers than among liberals. After the remarks, 34 percent of the conservatives who were aware of them, and 37 percent of Tea Partiers, said they were less likely to see the film — but 42 percent of liberals said they were more likely. (Five days after Freeman’s remarks, 24 percent of all moviegoers were aware of them.)
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