Universal Pictures and Facebook have teamed up to promote a customised trailer for white audiences for the hip hop genesis film, Straight Outta Compton.
The edited trailer scrubs any mention of rap group N.W.A and instead focusses on the rise of Ice Cube and Dr. Dre in order to broaden the films appeal to as broad a demographic as possible.
Universal’s marketing chief Doug Neil explained that the split approach was necessitated by a lack of background knowledge amongst Caucasians and other non-African American audiences, stating: “They connected to Ice Cube as an actor and Dr. Dre as the face of Beats.”
By contrast the original trailer gave prominence to the pairs N.W.A. origins and Compton itself.
Whilst Facebook does not allow users to self-identify by race it does take note of language preferences and other specific actions on the social network which can give a broad indication of background.
Universal also produced an Hispanic iteration of the trailer to cater for the burgeoning minority within the US.