Golden Rider

#GoldOpen is a substantial promotional movement to ensure the opening weekend success of multicultural films. Achieving a "#GoldOpen" means the film debuts #1 at the box office in its opening weekend in its category. The Advisory Council informs and influences which films receive a #GoldOpen. Once selected, the Golden Rider is an educational clause whose agreement secures a film's #GoldOpen.


We celebrate that our film has at least one authentically-portrayed Asian Lead and/or an Asian Director who has helmed a film that’s critical to another multicultural community.


As part of the Golden Rider and #GoldOpen movement, we recognize that the following facts show why supporting Asian-led films makes sense from both a social-good and economic perspective.

  • Asians have the second-highest rate of movie-going (behind the Latinx community).
  • Asians are the fastest-growing racial group in the United States and the fastest-growing immigration population. The Asian diaspora is also the world’s largest at nearly 4.6 billion, with several Asian regions representing the fastest-growing film market. Notably, China is expected to become the world’s largest film market in 2020.
  • Asian American & Pacific Islander buying power topped $1 trillion in 2018 and continue to out-consume every other major demographic on nearly every consumer media device and for nearly every creative format.
  • After 25-years without a major Hollywood film starring a majority-Asian cast, Crazy Rich Asians became the highest-grossing romantic comedy in a decade.
  • In 2019, the film with the highest per-theater average was an Asian film — Bong Joon Ho’s Parasite — and the record was earlier held by Lulu Wang’s The Farewell (both topped Avengers: Endgame).

Sources: Nielsen (2018), MPAA (2018), The Hollywood Reporter (2018), New York Times (2018), The Guardian (2018), Pew Research 2017


Asians represent only 1% of lead roles and 4.8% of speaking roles in Hollywood films.


Only one actor of Asian heritage has ever won an Academy Award for best actor: Ben Kingsley, whose father was Indian, in 1983 for playing Gandhi.


Only Twelve actors of Asian descent have ever received nominations from the Academy — almost all for supporting roles.

What is #GoldOpen?

#GoldOpen is a movement of passionate film fans, executives, influencers, and organizations dedicated to ensuring the opening weekend success of multicultural films. Our movement has successfully supported more than a dozen films to box office success since inception, creating both economic and social change.

Mass Mobilization

In partnership with hundreds of organizations, corporations, passionate film fans, and media leaders, the #GoldOpen community packs theatres to ensure a film’s opening weekend success.

Social Promotion

Through our extensive press, social media, and influencer networks, the #GoldOpen community amplifies a film’s core message, its talent, and criticality to engender positive word of mouth.

Viral Spectacles

From VIP Premieres to sold-out Family Days to special post-viewing meals at Asian restaurants, we extend a film’s convening and conversational experience long after the screening.