WMS

Rich in Love (2020)

Directed by Bruno Garotti

No — Rich in Love is not woke, scoring 9 out of 100 on our wokeness meter.

Rich in Love arrives from Brazil with the confidence of a film that knows exactly what it is and has no intention of apologizing for it.

Consciousness Markers

🎭
Representation Casting20

The cast includes Black Brazilian actors in supporting roles, but this appears to be natural casting rather than a deliberate diversity agenda.

👑
Feminist Agenda15

Paula is an independent medical student, but the film does not advance a feminist agenda beyond standard rom-com characterisation.

💰
Eat the Rich10

The plot touches on class differences between a rich heir and a working-class student, but it ultimately reinforces rather than challenges capitalist structures.

📢
Lecture Energy10

The film is a light romantic comedy with minimal preachy or lecture-like moments.

🏳️‍🌈
LGBTQ+ Themes0

No LGBTQ+ characters or themes are present.

✊
Racial Consciousness0

No exploration of racial issues or consciousness.

🌱
Climate Crusade0

No environmental or climate themes.

💗
Body Positivity0

No body positivity themes.

🧠
Neurodivergence0

No neurodivergent characters or themes.

📖
Revisionist History0

No historical revisionism.

Why it received this score

Rich in Love arrives from Brazil with the confidence of a film that knows exactly what it is and has no intention of apologizing for it. Teto, heir to a tomato empire, poses as a man of modest means to win the heart of Paula, a medical student with a stethoscope and a spine. The premise is as old as comedy itself, the prince among the peasants, and director Bruno Garotti executes it with the brisk efficiency of someone who has studied the genre's blueprints and sees no reason to deviate. The lies multiply. The truths arrive on schedule. Nobody involved appears to be reaching for anything grander than a pleasant evening, which is, in its own modest way, an honest ambition.

On the matter of social consciousness, the film is temperate to the point of timidity. The cast includes Black Brazilian performers in supporting roles, though they occupy their positions without the screenplay ever pausing to remark upon it, which is either admirable restraint or simple disinterest depending on one's mood. Paula possesses independence and professional ambition, but the narrative treats these as personality traits instead of theses to be defended. Class friction between the tomato fortune and the working student flickers across the surface, then dissolves into a reconciliation that leaves the inheritance intact and the hierarchy undisturbed. There is no lecture here, no sermon, no moment where the audience is invited to examine its own complicity in anything. The film wants to be liked, and it pursues that goal with a single-mindedness that borders on the admirable.

The result is a romantic comedy that will offend no one and electrify no one, a competent confection with a sequel already waiting in the wings. We are left with the distinct impression of a film that has read the cultural moment and decided, politely, to sit this one out.

Analysis generated by our Consciousness Algorithm

Share this score
Director: Bruno Garotti
Cast: Danilo Mesquita, Giovanna Lancellotti, Jaffar Bambirra, Lellê, Ernani Moraes, Bruna Griphao, Jeniffer Dias, Fernanda Paes Leme
Genres: Romance, Comedy
Studio: Ananã Produções
Franchise: Rich in Love Collection

Synopsis

Working incognito at his rich dad's company to test his own merits, Teto falls for Paula and tells her he grew up poor, a lie that spins out of control.

Questions about Rich in Love

Is Rich in Love woke?

No — Rich in Love is not woke, scoring 9 out of 100 on our wokeness meter. That earns it a verdict of Ultra Based.

Does Rich in Love have any woke elements?

Very few. None of the 10 markers reaches 30, the level where a marker counts as present; the highest is Representation Casting at 20.

How does Rich in Love compare to other 2020 movies?

It ranks #152 of the 227 films from 2020 we've scored; their average is 21. The wokest is One Night in Miami... (83).

How is the Woke Score calculated?

An AI-assisted process researches the film and its reception, scores it 0–100 on ten markers, then combines those into one 0–100 Woke Score. It measures a specific set of 2020s cultural themes, not film quality.

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