Posted on July 5, 2015
Hollywood’s Impact on Dog Breed Popularity
A Belgian Malinois named Jagger plays the title role in the recently released movie, Max. As the story goes, the canine character Max has served in Afghanistan, and is returned to the United States after his Marine handler/partner is killed in action. Max, who suffers from post-traumatic stress disorder, becomes part of a coming of age story for the killed Marine’s younger brother.
Max is pegged to be a summer blockbuster, although the reviews I’ve read have been mixed. Regardless of its popularity Max will undoubtedly create an, “I must have a Belgian Malinois phenomenon.” Any time Hollywood unleashes a new dog movie, a “breed du jour” is created. This phenomenon appears to be an ingrained cultural dynamic, no different than other fads gleaned from the movies such as clothing fashions, hairstyles and even baby names.
Three researchers from the University of Bristol, the City University of New York, and Western Carolina University recently conducted a study titled, “Dog Movie Stars and Dog Breed Popularity: A Case Study in Media Influence on Choice.” They looked at 87 movies released between 1927 and 2004, all of which featured dogs. By evaluating American Kennel Club (AKC) registration trends, the researchers confirmed that movies do indeed have a lasting impact on breed popularity, in some cases, for up to ten years.
The duration and intensity of the rise in breed popularity was shown to correlate with the movie’s success, particularly during its opening weekend. The researchers found that the top ten movies were associated with changes in AKC registration trends such that approximately 800,000 more dogs were registered in the ten years after movie release than would have been expected from pre-release trends. Lassie Come Home was associated with a 40 percent increase in Collie registrations during the two years following its release in 1943. The Shaggy Dog, released in 1959, produced a 100-fold increase in Old English Sheepdog registrations.
Concerns within the Belgian Malinois community
In response to the release of Max, Judy Hagen, President of the American Belgian Malinois Club (ABMC) stated, “We are very concerned that the public will see this movie and recognize the intelligence, athleticism and beauty of the Belgian Malinois, but not realize that the dogs currently being featured in movies and television are the result of years of intense training. Living with a Malinois requires a commitment to daily training and exercise. Without this they will find their own activities that will make your life a nightmare of dangerous and destructive behaviors.”
Another ABMC member, Melinda Wichmann stated, “Dedicated Malinois owners joke that Malinois are not just a dog, they’re a lifestyle. Unless you are ready to be a firm leader 24/7/365, Malinois will assume that you are an idiot and that they are in charge.”
The Belgian Malinois rescue community is already bracing for the predicted influx of dogs. Taylor Updike Haywood, Midwest Coordinator for American Belgian Malinois Rescue, reported, “It’s already starting here. People are calling and asking to adopt the Air Jordan of dogs.” It so happens that a movie trailer for Max uses the phrase “Air Jordan of dogs” to describe the breed.
The likely increase in the number of Malinois relinquished to rescue organizations is a valid concern. An impulse purchase of a Malinois without consideration of the breed’s temperament and all that is necessary to successfully train and care for one is bound to produce an unhappy ending. Additionally, unethical breeders taking advantage of the movie-generated demand for Malinois will produce pups without consideration paid to creating good health and temperaments. Yet one more ingredient in a recipe for disaster.
Max and me
I confess to having mixed feelings about seeing Max. I would love to watch it because three of the scenes in this movie were filmed in my very own backyard, DuPont State Recreational Forest. As tempting as this is, there will be no Max for me. I will resist for the following reasons:
- I’m a major wimp when it comes to seeing animals or young children suffer, even when I know there will be a happy ending.
- I get tweaked when animal-related things such as their behaviors are inaccurately portrayed in the movies. And, this seems inevitable in Hollywood productions. Don’t even get me started about how veterinarians or scenes of veterinary care are cinematically depicted.
- Most importantly, I don’t want to contribute to the box office success of Max. The fewer tickets sold, hopefully the fewer impulse purchases of Belgian Malinois.
Purchasing a particular breed of dog based on a reaction to a movie is ill advised. Such an impulse adoption foregoes the important research and preparation necessary to ensure that the dog breed will be a good fit. Think about it, how likely will a Belgian Malinois, the canine king of police and military work, be a suitable pet for the average family?
I encourage you to share this article with the Max moviegoers you know. Together, we can discourage as many of them as possible from thinking they need a Belgian Malinois of their very own.
Of all of the dog movies you’ve seen, which one is your favorite?
Nancy Kay, DVM
Diplomate, American College of Veterinary Internal Medicine
Author of Speaking for Spot: Be the Advocate Your Dog Needs to Live a Happy, Healthy, Longer Life
Author of Your Dog’s Best Health: A Dozen Reasonable Things to Expect From Your Vet
Recipient, Leo K. Bustad Companion Animal Veterinarian of the Year Award
Recipient, American Animal Hospital Association Animal Welfare and Humane Ethics Award
Recipient, Dog Writers Association of America Award for Best Blog
Recipient, Eukanuba Canine Health Award
Recipient, AKC Club Publication Excellence Award
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Please visit http://www.speakingforspot.com to read excerpts from Speaking for Spot and Your Dog’s Best Health. There you will also find “Advocacy Aids”- helpful health forms you can download and use for your own dog, and a collection of published articles on advocating for your pet’s health. Speaking for Spot and Your Dog’s Best Health are available at www.speakingforspot.com, Amazon.com, local bookstores, and your favorite online book seller.