March 18, 2016


Facebook Showed Different 'Straight Outta Compton' Trailers Based on Users' Race

Trailers for Straight Outta Compton—the acclaimed 2015 film which chronicled the rise of N.W.A—varied according to the race of different online audiences, according to Business Insider.

BI notes that Universal Pictures teamed with Facebook to market the film with specialized trailers solely intended for white audiences. Speaking at a SXSW panel in Austin on Tuesday, Universal marketing chief Doug Neil explained that some trailers failed to even mention the rap group. Instead, these trailers focused on Dr. Dre and Ice Cube, presuming that white people would recognize them only as the public face of Beats Audio and the star of family comedies like Ride Along and Barbershop, respectively. 

"They connected to Ice Cube as an actor and Dr. Dre as the face of Beats," Neil said. Other trailers intended for black and Hispanic audiences pitted the city of Compton front-and-center, however, and displayed the group's name prominently at the beginning of the footage. The Verge notes that Facebook doesn't let people racially identify on the social network, but tracks clicking and search habits on the website to make an educated guess as to a user's race, religion or ethnic group.  

Universal's official trailer for the film, posted above, doesn't really mention N.W.A. much either, come to think of it. 

Watch the Straight Outta Compton cast's visit to Fuse below: