In American cinema, Blaxploitation is the film subgenre of action movie derived from the exploitation film genre that began in the late 1960s and flourished throughout the early to mid-1970s, consequent to the combined cultural momentum of the Black civil rights movement and the Black power movement, political and sociological circumstances that facilitated Black artists reclaiming their power of the representation of the Black ethnic identity in the arts. The term blaxploitation is a portmanteau of the words Black and exploitation, coined by Junius Griffin, president of the Beverly Hills–Hollywood branch of the NAACP in 1972. In criticizing the Hollywood portrayal or mockery of the multiracial society of the US, Griffin said that the blaxploitation genre was "proliferating offenses" to and against the Black community, by perpetuating racist stereotypes of inherent criminality.