Writer-director Justin Simien’s “Dear White People” has capitalized on all the buzz that has been growing around it since its win as Indiewire’s Project of the Year, its breakout debut at the Sundance Film Festival and a fantastic box office performance this past weekend in limited release. Playing in only 11 theaters, the comedic racial satire grossed $344,136, averaging an excellent $31,285.
While Roadside Attractions and Lionsgate are undoubtedly celebrating the film’s limited release victory, they’re also getting ready to take the film wider this Friday, October 24, with a 350 theater expansion in the top 75 markets. To help spread the word even more about the critically-acllaimed comedy, a new marketing PSA has been released that parades those well-known State Farm advertisements, with car insurance being swapped out for “racism insurance coverage for white privilege.” The ad keeps the movie’s razor-sharp takedown of race in America. Watch it below: