LET'S TALK ABOUT
GIRLS AND MOVIES
51% of film audiences are female
Despite this, film studios like to focus on male audiences, believing it is more lucrative to segment by gender than to engage in intersectional marketing.
Boys and girls alike enjoy action films
In a series of interviews with girls from the ages of 10-13, even though each expressed a preference for different genres, every girl mentioned an interest in action films, stating that they were for everyone.
But movie advertising tends to focus on boys
A casual glimpse of movie advertising shows that particular attention is given to male narratives and male characters- even when it comes to female oriented films like Frozen.
Could advertisers be losing out on a bigger audience?
Segmentation is a great idea, but research has shown that girls are interested in more than just princesses. By not focusing on them, there could be a problem.
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