Ludacris on The Fast And The Furious, Social Media and Making a Minority Focused Film
History will not likely remember “The Fast and The Furious” as a Oscar picture, but it will be the pioneering franchise that gave a multiracial cast the opportunity to take center stage as full-fledged characters, instead of as caricatures of themselves. What happened in the process? They pillaged the box office in the process (‘Furious’ With $1.37 Billion Profit Helps Universal Chase Record, Bloomberg).
The Furious franchise is largely built on an African-American, Latino and Asian population that relies heavily on mobile and social media to interact. This, explains Ludacris, led to an opportunity by cast and crew to engage more with fans and create loyal consumers.