#goldopen is a community movement dedicated to ensuring the opening weekend success of new majority creative projects. That includes projects starring new majority talent and projects created by new majority voices, along with work that reflects a new majority sensibility. New majorities are traditionally mis- or underrepresented groups and interests that want the world we watch to reflect the world we live in.
Opening weekend matters. Strong early numbers signal to studios and networks that an audience exists, and that signal shapes which stories get greenlit next. #goldopen exists to make sure new majority projects get that signal from day one.
#goldopen was founded in 2017 at a Gold House Salon of pioneering Asian directors, producers, writers, and film executives. The group took inspiration from African American and women-led communities that had successfully rallied behind the opening weekends of their own films. They adapted and scaled that model, buying out theaters for independent films and engineering viral social and press campaigns. They also worked to accelerate multicultural, global distribution so these projects could reach audiences well beyond their home markets.
Since then, #goldopen has supported creative projects well beyond film, including television shows and books. Each campaign helps new majority voices launch successfully on opening weekend, ensuring they’re heard while opening doors for the creators who come next.
Barrel is proud to have collaborated on the design and development of the #goldopen website. The site gives the community a central home for discovering the projects it’s rallying behind, with information about each one. For select releases, visitors can jump straight over to AMC to buy tickets, turning support into action in just a few clicks.
For a grassroots movement, making participation easy is everything. We designed the experience so that anyone who lands on the site can quickly find a project they care about and show up for it when it counts.
Check out the site at goldopen.com.
