Urban market keeps the faith
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URBAN GUIDE: Segment diverse with comedy, others
By Mekado Murphy -- Video Business, 1/1/2007
JAN. 1 | Trends have come and gone within the urban market. Faith-based titles have gained prominence recently, and one genre that has always managed to be successful is comedy.
The market also is seeing a resurgence in documentary-type titles.
“The Come Up [a documentary about hip-hop stars from Dirty Money Records] is one title that has been popular,” says Cy Williams, owner of LaRhythms Music in Baton Rouge, La.
Some major stars make recurring appearances in urban titles, such as Vivica A. Fox and Clifton Powell. But distributors think that recognizable names, rather than star wattage, can create a successful title.
“It doesn’t have to be Halle Berry or Denzel Washington,” says Jeff Clanagan of CodeBlack Entertainment, “but if it’s a cast where people can look at the box and know who’s on it, that’s what sells.”
Another major trend is titles that target the female market.
“The African-American female is one of the largest segments of the urban marketplace,” says Clanagan. “They are always hungry for product.”
Titles from the BET Arabesque line have been popular among this demographic.
But the trend that is most successful at the moment is faith-based urban titles. From the gospel plays of Tyler Perry (Lionsgate) to such titles as Pastor Jones and House of Grace (both Maverick), faith-based titles have become a staple in the marketplace and have carried over into the theatrical mainstream.
“We’ve been getting wider acceptance into church groups and youth ministries,” says Maverick founder Doug Schwab. “These titles have been popular because faith is such a major part of the urban consumer’s lifestyle. People are rallying around titles and messages that seek to help someone instead of hurting someone.”
