Dr. Boyce Money: Was Good Hair 'Da Bomb' or 'a Bomb'?

I love Chris Rock, a brother and kindred spirit. He's the kind of guy who can make people laugh just by sitting there and saying hello. He talks about the weather and you end up with milk coming out of your nose. If he really starts telling jokes, then someone gets rich. He has mastered the art of making his art seem almost accidental.

"Good Hair" is a film that seems to be right up Rock's alley, as he has gained a great deal of trust among his target audience. Most of us know better than to touch a black woman's hair, but Chris can run his fingers through it, and women don't seem to mind. The biggest question I have right now as a Finance Professor is "Did the film do well at the box office or are we just being delusional?"

BET seems to feel that "Good Hair" was an overwhelming success. Sure, this has nothing to do with the fact that Nelson George, the producer of the film, has close ties with BET. BET's bloggers also mention that the film may have earned only $1 million dollars (Chicken change by Hollywood standards), but it was only shown in 186 theaters in its opening weekend.

OK, good points, sort of. According to the site Box Office Mojo, the film is now showing in 466 theaters, with the total gross rising to roughly $2.8 million dollars. The revenue per theater, $2,030, is mediocre at best. The number is not in the top 20 of the films listed for the weekend of October 23rd. The previous weekend, the film earned $2,239 per theater. Is that a lot of money? Well, it depends on how much they paid to make the film - that data has been pretty tough to find.

Are the overall box office numbers for "Good Hair" any good? Well, it might be enough money to get your hair and nails done, but hardly enough to impress Hollywood executives. But the broader point is the fact that the film is a documentary, and documentaries are not designed to make blockbuster money. That's like comparing a plow mule to a race horse.

The film does provide the social benefit of getting all of us to think about why we do what we do. It also leads us to contemplate the status of the haircare industry: a place where black folks love to put their money, but also an industry that has very little African American ownership. It is for that reason I am supporting the boycott of non-black haircare providers held by Devin Robinson from November 16 - November 22.

Overall, it appears that "Good Hair" is a good project. Chris could have made a film that had us laughing, singing, or shaking our butts. Instead, he grabbed us by the brain and gave us knowledge. I can respect that.

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Dr. Boyce Watkins is a Finance Professor at Syracuse University and author of the book, "Black American Money." To have Dr. Boyce commentary delivered to your email, please click here.

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