Nike was smart. Designer label overpriced sweatshop produced sneakers are certainly more an urban trendy thing than a rural middle class thing. They haven't much appealed to the working middle class in 30 years or so, in part because working people could not afford them.. Most of the market literally IS the very people most likely to subscribe to the "woke" philosophy. So for NIKE, woke fits. It probably fits several other industries too.

But movies...now that's the tricky one. See, even if they don't support Nike's politics, you don't have to listen for 2 hours to Nike moralize to you if you buy a pair. You can just wear them and forget it. Aside from that, Colin K is not all that controversial to moderates. His kneeling only really bothered staunch conservatives. Plenty right of center grumble, but if Nike's were their thing..but meh..they'll still buy em if they are important to them.

And to be honest, the only place I've actually seen their ads is in articles about their ads. They don't even have to distribute their ads broadly. The media does it for them. So yeah, exploiting the woke folks for profit has worked out well for Nike.

But Nike simply uses virtue signaling as an advertising gimmick. With movies, tv etc...the product itself is moralizing to you...sometimes for hours on end. If the morals match yours, that's not such a big deal. But chances are, they are going to piss more people off than they make happy...mainly because people in general just don't like the feeling that an ideology is getting forced on them. I feel the exact same thing I feel when Christians try to "convert me" or I see an overt Christian message in my movies...not my schtick either.

To many of "the great unwoke middle", this feels eerily like a religion getting shoved down our throats. Add to that, much of the problems with movies...the moral messages...seem to stem around intersectional philosophy...which is not as widely accepted as typical liberal ideology, The intersectional agenda is in NO way a liberal policy, it is 100% authoritarian in both practice and implementation...so you can't expect it to be embraced by everyone that embraces liberal values because these ideas are so very anti-liberal in nature.

There's another problem too. In general, the whole PC culture paint such a dull and depressing view of the world that there's no room left for entertainment....you know the stuff...everything is racist, sexism is rampant, human existence is nasty, brutish and short...democracy sucks, the patriarchy sucks, men suck, men suck again, democracy sucks some more...oh wait...now the patriarchy is coming back for a repeat suck....and on and on it goes. Clearly they hate everything about the world they live in.

Movies inspired by that point of view are just not likely to turn out to be what most people want to spend money to see on a Saturday night. There is really NO pleasant message to the PC culture...so it's really hard to get an enjoyable movie out of such a dismal ideology.