I've copied a nice twitter chain discussing Fan baiting. At this point most people tracking popular media came across something like that, be it through Star Wars, Ghostbusters or various Disney productions, most recently seen in Amazon's Rings of Power.
“Fan-baiting” is a form of marketing used by producers, film studios, and actors, with the intent of exciting artificial controversy, garnering publicity, and explaining away the negative reviews of a new and often highly anticipated production.
Fan-baiting emerged as a marketing strategy in 2016/17, after fans of beloved franchises such as Ghostbusters and Star Wars objected to what they saw as poor writing choices, sloppy scripts, and cheap alterations to plot lines and characters for the sake of shock value.
Along side these critics, there was a small group of bigoted but vociferous commentators who objected to the inclusion of black and female actors in roles traditionally held by white male actors. Some of these individuals began publicly harassing actors.
Bigots have always attacked diversity on screen, but in a highly polarized political climate, instances of harassment on garnered disproportionately massive media coverage, which provided production studios with both free publicity and a new defence against actual critics.
Studios seized the opportunity to discredit criticism of poor writing & acting, insinuating that these, too, were motivated by bigotry. What used to be accepted as standard critiques were increasingly dismissed as part of the ignorant commentary of a “toxic fandom.”
Soon, it became standard practice before release to issue announcements specifying diverse casting choices, coupled with pre-emptive declarations of solidarity with the cast whom they now counted on to receive disparaging and harassing comments.
Actors who are women and/or BIPOC became props & shields for craven corporate laziness and opportunism. The studios save money both by avoiding expensive veteran writers as well as by offloading publicity to news outlets and social media covering the artificial controversy.
“Fan-baiting” works. It brings in a new sympathetic audience whose endorsement is more about taking a public stance against prejudice than any real interest in the art. “Fan-baiting” also permits studios to cultivate public skepticism over the legitimacy of poor reviews.
“Fan-baiting” also compels reviewers to temper their criticism, for fear of becoming associated with the “toxic fandom” and losing their professional credibly, resulting in telling discrepancies between critic and audience review scores.
The true nature of “fan-baiting” is never so clear as when a script is well-crafted and audience reviews are accordingly positive, exposing the announcements, declarations of solidarity, & grooming of skepticism for what they really are: cynical corporate marketing tactics.
Put another way, media corporations have found a way to monetize the racism that they set their actors up to receive.
Amazon knows exactly what it's doing. One of the first images released was of Disa. On cue, a couple bigots said the predictable, allowing a giddy Amazon to release its pre-prepared scripted statement denouncing the "pushback". It's the new business model.
Fan-baiting isn't "black people getting cast". Rather, it's corporations banking on black people getting harassed to inflate publicity. Hence, diversity casting is in part motivated by the hope that the corporation can maximize harassment and, consequently, $$$.
Racism and sexism are the main issues. A secondary issue - one that is being overlooked - is corporate monetization of bigotry. Even while a studio purports to be "challenging bigotry" it is also counting on bigots being bigoted, and doing its best to direct them to the actors.
