Am I Racist? Becomes Highest-Grossing Documentary of 2024 Despite Mainstream Critics’ Ignorance
The documentary “Am I Racist?” has become the highest-grossing documentary of 2024, despite being largely ignored by traditional media outlets. The film, produced by the Daily Wire and fronted by conservative commentator Matt Walsh, takes a comedic approach to challenging progressive ideas about systemic racism and diversity training programs.
The film’s success is not an isolated incident. In recent years, filmmakers catering to conservative audiences have been finding new ways to bypass Hollywood and connect directly with viewers they feel the mainstream has overlooked. The Daily Wire has emerged as one of the most ambitious players in this space, producing films like “Run Hide Fight,” a school-shooting thriller, and “What Is a Woman?,” a documentary challenging progressive views on transgender identity.
The Daily Wire’s co-chief executive, Jeremy Boreing, attributes the success of “Am I Racist?” to the company’s ability to market to an underserved audience and its willingness to take on forces arrayed against half the country. Boreing notes that the film’s release leaned on alternative marketing strategies, including promotion on podcasts hosted by Joe Rogan, Jordan Peterson, and Megyn Kelly.
The Daily Wire’s entry into the entertainment business was driven by a desire to create culture and advance its mission. Boreing notes that the company’s vision is not to make cynical plays, but to create content that people actually want to see. The company’s upcoming fantasy series, “The Pendragon Cycle,” signals its ambitions to expand into new territory, with a focus on epic storytelling rather than overtly political themes.
The success of conservative films like “Am I Racist?” and “Reagan” has not gone unnoticed by traditional studios and streamers. As Trump prepares to begin his second term as president, the cultural and political winds appear to be shifting in the direction of content that appeals to conservative audiences. At the same time, traditional studios and streamers are already exploring ways to tack toward those right-leaning viewers or at least avoid alienating them.
Boreing believes that the landscape is changing for conservative films under another Trump presidency, with opportunities for companies like the Daily Wire to carve out a niche and compete for audiences. He hopes that traditional studios and streamers will try harder to compete for these audiences, and notes that the best success for the Daily Wire would be for Disney to become Disney again, serving the entire audience rather than just a faction.