“The Avengers” opened this past weekend with a record breaking $200.3 million in box office sales in the United States and Canada. Much of this is due to the fact that Disney marketed directly to women. According to the Christian Science Monitor: “Disney’s aggressive marketing, which included promotions aimed at women that included sending stars to “The View” daytime talk show, resulted in women making up 40 percent of the audience for the action film, according to Disney’s survey. Half the audience was also over 25 years of age, the studio also said.”
This tactic is not new–in fact it has been around since the early 20th century. To read more about women’s integral part in the birth of cinema, particularly as audience members, read through NWHM’s “Women in Early Film” exhibit.