Dear Hollywood,
Given the recent lacklustre box office of both Jennifer’s Body and (my most-anticipated movie of the year) Whip It, I spy plenty of handwringing and trend pieces ahead about women in Hollywood and the struggle to make a healthy return on your investment by catering to them in a more than perfunctory way.
So, I’m going to make it simple:
Writers – write more damn movies about women.
Producers – buy more damn movies about women.
Studios – greenlight more damn movies about women.
And now, the final part of the equation – the one on which the success of the previous steps clearly now depends:
Marketers – find a way to sell the aforementioned damn movies about women.
It shouldn’t be hard. After all, you somehow managed to shift $32m worth of tickets to ‘All About Steve’ despite vitriolic reviews at every turn – evidently, you are evil geniuses. But if the TV, music, and publishing, and hell, entire consumer goods industries can find a way to get women to buy their products, then surely, SURELY, it’s not beyond you.
Do better. Try harder.
Yours,
50% of your potential audience.

I’m actually pretty disappointed: thanks to ‘Whip It’s $5m opening weekend, it’s unlikely to make it to theaters here in the UK. This is an epic fail on many levels, none of which have to do with the film itself; I hunted down the script, and have to confirm what all the reviewers are saying: it’s smart, enjoyable, pacy and fun – a rare gem of a film. My best friend (a jaded film critic) said she was practically weeping through the screening because it was everything she wanted from “an awesome girl movie”.
The fact that this is so rare and precious a thing rather makes me want to weep myself.
Both ‘Whip It’ and ‘Jennifer’s Body’ are useful failures, however, because they highlight how the problems facing women in Hollywood don’t end the moment the final edit is done – they stretch right the way through marketing and release too. Much of the focus on this issue has been fixed – quite rightly – with how few female writers, directors, and execs operate in the food-chain, and what insulting, limited female stories are allowed screen time; but both these movies had original, interesting stories told by female scribes and high-profile female directors, yet still, they fell short at the box office. So what went wrong?
Thinking about this issue, I kept running into two perceived truths when considering women and Hollywood:
1. Female-orientated (aka, XX) movies are a hard sell, and underperform at the box-office.*
2. There has been a long-term decline the production of female-orientated movies.
These common wisdoms about women and Hollywood are patently wrong (and I’ll explain how and why in Part 2 of this post), but they seem tangled in a sad feedback loop: XX films don’t perform at the box office, they say, so fewer are made. This then has the consequence of elevating the few which are produced to some kind of symbolic status, which means if they then fail, it’s not simply an isolated incident, but a blanket statement on the viability of XX movies in general. Hence ‘Whip It’ and ‘Jennifer’s Body’ become mascots for the ‘don’t even try, you’ll fail’ school of pre-selection because they ‘haven’t found an audience’.
But just because they haven’t, doesn’t mean that they can’t.
See, I started research for this post feeling resigned and frustrated. We’ve been having the conversation about women in Hollywood for years, and yet little seems to change. But crunching the numbers, and reviewing the charts, I’ve begun to see signs of hope…
Remember these?
Mama Mia! – $610m international gross.
Sex and the City – $415m
Enchanted – $310m
The Devil Wears Prada – $326m
My Big Fat Greek Wedding – $369m
Serious money, you’ll agree, and, more interestingly, returned from smaller initial budgets.** And they had an impact. The break-outs of 2006, 7 and 8 made studios snap to attention. They might not care about equality or representation, but they care about profit. So, what we’re seeing now are the risks they decided to take to grab a slice of that female audience share. Because 2009, despite WI and JBs stumbling performances, has actually been a banner year for XX films, with ‘The Proposal’ grossing $163m, ‘He’s Just Not That Into You’ making $100m, ‘Julie & Julia’ doing $91m of domestic revenue, and ‘The Ugly Truth’ banking $89m.
These are not small numbers.
What they are all, tellingly, are more typical women’s movie fare: using familiar templates of romance, family, fairy-tales, and TV shows. ‘Whip It’ and ‘Jennifer’s Body’ aren’t traditional chick-flick offerings, they’re smarter, edgier, and more subversive than that. (Although obviously, out-subverting SATC isn’t too great a reach). And they’ve faltered. Clearly, it’s been so long since anything new was thrust into the megaplex that audiences and marketing suits alike are baffled at how to deal with them. How do they market a feminist movie like ‘Whip It’ without sending boys screaming for the exits? How can they position ‘Jennifer’s Body’ in a horror marketplace that prefers its women plucky or slutty victims? Thus far, they don’t have any answers, but I can only hope that they come up with some soon. Because those movies are important, if for no other reason than they bring something different to the portrayal of women on-screen. Different is scary, yes, and a risk, but – to put it bluntly – it’s about bloody time.
—
Diablo Cody: if women aren’t being represented in a diverse way in movies, they’re going to remain marginalized.
—
Take a look at the top 10 grossing movies so far this year: a boy battling killer robots; a boy battling evil wizards; four men in vegas; men negotiating space, class and destiny; a superhero figuring out his place in the world; a man in a fantastical museum. Imagine any of those roles, in those movies, with their budget, as a woman. It wouldn’t have been made. Hollywood has been stuck in its outdated script of what female characters concern themselves with, and while they may not be to your taste, ‘Whip It’ and ‘Jennifer’s Body’ are at least expanding the repertoire of what women do on-screen, aside from be a girlfriend, mother, wife, or hostage; shop, date, wear vibrating panties, or try to be famous.
If studios can crack the marketing; if writers, directors and producers can continue undeterred, then we might actually, finally, see some variety in women and their stories on-screen. And I honestly believe that the signs are good, thanks to one world-conquering, sparkly vampire phenomenon: Twilight. Because as much as I’m against everything it represents on an ideological (and, thanks to 7 hours on a plane with just Breaking Dawn for company, literary) level, it has done one wonderful thing, which is send Hollywood execs piling on the bandwagon for the next blockbuster YA book adaptation. And the majority of these lead characters? Young women.
Carrie Ryan’s ‘Forest of Hands and Teeth’ is about a girl venturing beyond her village wall to battle zombie-like foes – currently in development for Kristin Stewart at Seven Star. Lionsgate are setting up Suzanne Collins’ amazing Hunger Games trilogy – in which a teenage girl fights to the death in a dystopian reality TV battle royale. Unique Features have bought Maggie Stiefvater’s ‘Shiver’, which follows a girl fighting to keep her werewolf boyfriend human. Aprilynne Pike’s ‘Wings’ will be a Disney vehicle for Miley Cyrus, about a fairy teen. A darker fairy story, Melissa Marr’s ‘Wicked Lovely’, has gone to Universal. Scott Westerfield’s Uglies series is another dystopian tale, bought by 20th Century Fox.
Just look at that list. I don’t know if this focus will last through the script stage, or if any of the properties optioned will ever see the light of day, but for now, that’s a wealth of interesting, complex, varied female narratives potentially coming to our screens over the next few years. Sure, they’ll be aimed primarily at a teen market, which is a different demographic when it comes to marketing, but it’ll widen the sphere from high-school teen flicks at least. And if any of these do well, then that will mean another wave of acquisitions, more stories, more variety, in addition to the seeds we already have in the older age-range. Imagine!
Up next PART TWO: the numbers. Why female-orientated movies don’t actually underperform at the box office, but why the stats will still make you wince.
footnotes:
* In no way do I assume women will or should like these ‘female-orientated’ movies, any more than a man will or should like a movie that happens to feature a man. My own taste is wide, and my most-enjoyed picks of the year include Duplicity, Fast and Furious, Star Trek, and State of Play. Nonetheless, the extreme gender bias in Hollywood output (laughably) makes being female a noteworthy issue, hence the classifications required.
This whole idea of a female-orientated movie is also rather straight-forward, in my book, and for the sake of brevity, I’m going to call these ‘XX’ movies (almost kinky, yet not! Like when I describe my book as ‘adult’ to distinguish from my writing for teens).
When I talk about XX movies I don’t just mean marketed to women like the ghetto of chick-flick romantic comedies, ( although they clearly make up the majority of Hollywood output). I don’t even demand they pass the Bechdel test, in which two women talk about something other than men. I simply mean a movie that
(i) features a major female character, and
(ii) tells at least part of the story considering her perspective.
In this way, ‘(500) Days of Summer’ doesn’t qualify, because although Zooey Deschanel is the a lead character, and the movie is ostensibly ‘about’ her, the film is told entirely (and excellently) from the male perspective. So, ‘female-orientated’ doesn’t refer to genre or branding: ‘Doubt’ is a female-orientated, ‘Flightplan’ is female-orientated, ‘Aeon Flux’ is female-orientated; ‘Ghosts of Girlfriends Past’ isn’t.
The fact that I need a special name to mark out these films for the grand achievement of acknowledging half the human race in their narrative is, quite frankly, ridiculous, but on we go….
**. Mamma Mia made 11 times its $52m production budget; so while Pirates of the Caribbbean: Dead Man’s Chest banked over a billion worldwide, it cost $225m to get there – the profit was 4 times a very hefty, risky upfront investment. Even moving down the scale, comparable grossing movies tend to be big-budget action type affairs, requiring long production time-frames for SFX, and bigger upfront risk.