Occasionally, a modestly budgeted film steps outside the typical studio framework and resonates with an underserved conservative audience, catching Hollywood’s attention. The Daily Wire aims to make its mark with “Am I Racist?”—a satirical film that will be the conservative media company’s inaugural major theatrical release.
Starring comedian Matt Walsh, this “Borat”-style mockumentary critiques the DEI movement and will debut today in 1,510 theaters. This release represents the most important venture yet for the company founded by Ben Shapiro and Jeremy Boreing. Walsh critiques Hollywood’s exclusionary practices, arguing that their unwillingness to cater to red-state sensibilities is missing out on a large portion of the audience.
The film’s premise involves Walsh adopting a “beta male” persona to investigate the world of high-priced DEI consultants. He secures DEI certification and documents his encounters with prominent figures in the anti-racist industry, whom he refers to as “grifters, con artists, and toxic influences,” including “White Fragility” author Robin DiAngelo. Reactions to the film will likely vary greatly depending on one’s political stance, finding it either amusing or offensive.
Despite its provocative content, “Am I Racist?” boasts production values on par with major studio films. Key figures behind the film have traditional Hollywood credentials: Producer Dallas Sonnier, who previously helped launch Greta Gerwig and Leslye Headland’s careers, left mainstream Hollywood due to its political climate.
Director Justin Folk, with experience in visual effects for “The Matrix Reloaded,” chose to focus on more ideologically charged narratives. Boreing, having previously worked with Zachary Levi at Coattails Entertainment, joined forces with Shapiro to explore new content avenues.
Initially, Boreing and Shapiro sought to create content that resonated with their core audience without being overtly provocative. Boreing admits he was hesitant about Walsh’s proposal for the documentary “What Is a Woman?” due to his initial view of nonfiction films as suited only for non-commercial spaces. However, as Walsh detailed his vision, Boreing recognized it as something beyond a traditional documentary.
Made with a budget of under $1 million, “What Is a Woman?”—which investigates gender ideology and was also directed by Folk and produced by Sonnier—returned over 30 times its cost via DailyWire+. The film ignited global debate, with some critics labeling it anti-trans.
“Am I Racist?,” costing about $3 million, will benefit from a marketing budget akin to that of films from Neon or A24. The Daily Wire is banking on Walsh’s substantial fan base to drive success, given his prominent position among conservative podcasters.
Sonnier believes there is a gap in the market that “Am I Racist?” is poised to fill. He criticizes Hollywood’s focus on internal issues and its disconnect from audiences in the South and Midwest. Conservative viewers, he argues, have disengaged from mainstream Hollywood content except for blockbuster films.
Walsh views the low-budget comedy genre as a promising area for innovation. He points out that left-leaning satire has often targeted opposing views, referencing Sacha Baron Cohen’s “Borat.” Walsh believes Hollywood comedy has deteriorated, becoming stale and overly constrained. He contends that the genre has lost its edge, leaving an opening for fresh, provocative humor.