Will Smith: A Global Brand of Blackness

  • Leah Aldridge


Aldridge’s chapter challenges the widespread assumption in the Hollywood film industry that casting a black star in a Hollywood-produced film and/or television show leads to underperformance in international markets. The result of this belief, she argues, is that many film and television producers in this decidedly risk-averse industry have been and continue to be reluctant to invest in films where blackness is central to the narrative. Focusing on Will Smith and his body of work, Aldridge traces the key elements contributing to Smith’s international success thus challenging the Hollywood lore that “black doesn’t do well in foreign.”

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Leah Aldridge
    • 1
  1. 1.School of Film and TelevisionLoyola Marymount UniversityLos AngelesUSA

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