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#GoldOpen was founded by Gold House, a collective of pioneering Asian founders, creative voices, and leaders, dedicated to uniting communities through cross-cultural collaboration. In 2017, the collective developed a system to better support independent films, beginning with multiple theatre buyouts and social media strategy.


People seated in a theater, screen reads "Skang-Chi" from Marvel Studios
"#GoldOpen is at the eye of a perfect storm — a community with pent up demand and an abundance of untapped talent and resources to spare."
Janet Yang
#GoldOpen co-founder and ReFrame Ambassador
The cast of "Crazy Rich Asians"

#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.


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In 2021, Gold House expanded its efforts to support and amplify films led by diverse talent with its #OneOpen campaign for Marvel’s Eternals. The nonprofit, along with CAPE, teamed up with multicultural orgs NALIP, RespectAbility and Color of Change to provide support for the Chloe Zhao-directed Marvel film. #OneOpen, a spinoff of Gold House’s original #GoldOpen, was a celebratory campaign of some of the most authentically diverse characters in the MCU.

Coinciding with Marvel Studios’ Eternals introducing the first deaf MCU Super Hero (played by Lauren Ridloff), Gold House also launched an official fundraiser to provide open caption screenings for the Deaf/Hard of Hearing community.

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Characters from "Eternals"
If we want greater representation, we must vote with our dollars and show up to support our creatives.
Michelle Sugihara
Executive Director, CAPE

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