Every now and then, a low-budget film emerges from outside the studio system and catches fire with the largely ignored right-leaning demographic, leaving mouths agape in Hollywood’s executive suites.
The Daily Wire hopes to add to the list of films that includes “The Passion of the Christ,” “I Can Only Imagine” and last year’s “Sound of Freedom” with the satire “Am I Racist?” — which marks the conservative media company’s first wide theatrical release. Starring comedian Matt Walsh, the “Borat”-style mockumentary takes aim at the DEI movement and is set to open in 1,510 theaters today, representing the most ambitious swing for the 9-year-old company founded by Ben Shapiro and Jeremy Boreing.
“They’re leaving plenty of money on the table, and we’re happy to come in and take some of it. Because, at a minimum, you are explicitly refusing to serve 50% of the audience,” Walsh says of Hollywood’s aversion to red-state sensibilities.
With its provocative conceit, “Am I Racist?” sees Walsh going undercover as a so-called beta male as he explores the world of high-paid DEI consultants, gets his DEI certification and captures wild on-camera interactions with big names in the anti-racist cottage industry — or “grifters, con artists and toxic influences,” as he dubs them — like “White Fragility” author Robin DiAngelo. The result is either hilarious or offensive, depending on which side of the MAGA fence you sit on.
Still, there’s no denying the film’s studio-level production values. In fact, several of the principals hail from traditional Hollywood backgrounds. Producer Dallas Sonnier was a manager who broke the careers of Greta Gerwig and Leslye Headland before fleeing the mainstream industry because of its “politicized nature,” he says. Director Justin Folk worked on the visual effects teams of such films as “The Matrix Reloaded” before bailing to tackle stories “more about the war of ideas and what’s going on in our country,” as he describes it. And Boreing ran Coattails Entertainment with Zachary Levi before teaming up with Shapiro.