Yet again, someone’s doing my work for me. Here’s an article from Entertainment Weekly which seconds my opinion that it’s just stupid to ignore half the species when you’re marketing a product anyone could enjoy.
Interesting tidbits include:
Women aren’t a special-interest group or a ”niche” market; they’re half the audience. Making movies that appeal to them (and maybe even to their husbands, fathers, and sons) is what we call good business sense.
Me, too. But that’s not how they teach it in business school:
Hollywood today puts its faith in a business-school approach to moviemaking known as the quadrant theory, a dull-edged marketing tool that divides the audience into four groups: men over 25, men under 25, women over 25, and women under 25. But rather than producing movies for each category “” which might actually make sense “” the studios are obsessed with reaching all four quadrants with the sort of magic bullet that hits only once every Titanic or so. And because Hollywood believes women will line up for ”guy” films more willingly than guys will for a so-called chick flick, the vast majority of movies right now are made for men.
And when films for women DO score big, the suits swear it was for any reason other than women viewers or women characters:
And Nancy Meyers’ Something’s Gotta Give didn’t earn its $125 million because comic-book geeks love Diane Keaton. ”That’s why I wrote it,” Meyers says. ”Because older women are discounted and disregarded [by the studios].” But it’s typical of the problem that when Meyers’ film was test-screening, she had to nudge her studio into inviting women Keaton’s age to check it out.
The article also blames the lack of women behind the cameras. I agree – somewhat. The problem is not so much how many women you have, but how much they’re marginalized – just like the rest of us. I was told I had an excellent future as a screenwriter – if only I’d learn that the star must be some white guy, and he must score with chicks. I opted out. I doubt I’m alone.
The article also recommends actresses stop trying to hide their age – because Botox makes them look stupid and perpetuates the negative stereotype of old hags trying to act young. I agree… but aside from Baz Luhrman, who else is going to hire them with wrinkles?
There’s more good stuff in the article. I don’t agree with all of it, but I do love that they’re asking the question: just what has Hollywood got against making money off of women, anyway?