Ghost in the Shells rollout was nearly subsumed by controversy over its casting and accusations that by tapping Johansson the film had engaged in whitewashing. It was cited as exhibit A in a larger, industry-wide debate about studios habits of employing white actors in Asian roles. The furor surrounding the casting found its way into many of the negative notices that the picture received, and was the subject of several critical thinkpieces.
It was a small, but vocal group, said Megan Colligan, Paramounts marketing and distribution head. It had some impact, but it was more of the impact overall on reviews. I think people are becoming more vocal on these types of issues. I havent worked on many large-scale action movies that have a female lead, so I wish it had been embraced more.