Guest Writer Wednesday: The Avengers: Are We Exporting Media Sexism or Importing It?

The Avengers opened last week and, shattering records, far outpaced all other Cineplex offerings nationally. The movie grossed more than $200 million over the weekend (compared with The Hunger Games $8 millon weekend receipts and seven week total of $380m). The movie has gotten generally good reviews for plot, witty superhero banter and some interesting character representations – not the least of which focus on the central and relatively well-fleshed out (no pun intended) Scarlett Johansson character, Black Widow. Director Joss Whedon get’s major points for featuring her not as the typical sexy sidekick, but as an actual ass-kicking superhero peer.

However, the movie’s domestic success this weekend was surpassed by its sales overseas. The movie had pre-US release openings in Beijing, Rome, London and Moscow raked in more than a quarter of a billion dollars internationally. The overseas market now makes up 70% of US movie ticket sales. It grew 35% during the past five years, compared to just 6% in the US market. This is important information for how Hollywood, already deplorably lacking in gender balanced production, will or will not portray women in films. 

Because it is a blockbuster megacomic book release there has been much discussion about the female audience for comic books and action films. Suffice to say that there are a lot of women, me included, that are huge fans of both. Despite the presence and strength of the Black Widow character however, the ratio of male to females in this movie is predictably Smurfette Principley: one female to six males and probably the same ratio or much worse in disposable character and crowd scenes. In addition, she appears to be the only character without her own franchise.

This movie’s success however illustrates the question: Are we importing or exporting our sexism? According to the Motion Picture Association, in 2009, women were responsible for more than 50% of US movie ticket sales. You might think that this would elicit some interest in the minds of the men who make movies (and yes, they are still primarily men as evidenced by the stats below). But, instead of the profit potential of American female movie goers resulting in more female lead characters (in every genre) or more female-centered stories, we have a completely different framework for estimating what will sell. Namely, the exponential growth and impact on Hollywood of the global market and the demands that growth places on production and development of content. 

Where does this global growth leave characters like Black Widow and movies with female centric stories or leads? What happens when Hollywood produces movies to meet the needs of the world’s fastest growing and most populated countries – which also happen to be those with the most skewed gendercide-based birth ratios? Cultures that habitually accept the elimination of females aren’t going to be that interested in stories about women and girls, especially those that feature powerful, culture-threatening, transgressive characters.

It means more testosterone heavy action films with women as sex-toys, pawns and eye-candy. It’s why G and PG rated movies, increasingly popular in the US, have been outstripped by R rated movies, which are often loud, violent, fight-filled extravaganzas that don’t require complex characters or plots and can translate across multiple cultures. Cross-cultural entertainment product development, in order to work and be profitable, seeks the lowest common denominator—which it seems is a certain-type of language-neutral male aggression, violence, and power. It’s much trickier, not to mention subversive, to present complex characterizations of men and women that include non-traditional representations of women who are sexually liberated and empowered. Entertainers don’t want to rock the cultural boat, they just want to sell more movie tickets. So, basically, whereas a few members of international audiences might care about the travails of a small-town girl dealing with an unwanted teen pregnancy or even an intergalactic, painted-into-her-tensile-tights, justice-seeking female heroine, all members of international audiences can appreciate being swept away in an asteroid-created tsunami from hell from which strong men seek to protect the planet’s weak, which is why a movie like 2012 made $166 million at the US box office, but made $604 million overseas. 

As a result, it is predictable that the US movie market will see an increase in the seasonal barrage of hyper-masculine, violent super-hero and action-hero films that do much to perpetuate out-dated, harmful hyper-gendered stereotypes of both men and women. Don’t get me wrong, I love some of these movies, but there is a gross imbalance in how films are currenty written, produced and made and there is absolutely no offsetting movies like these with virtually any other entertainment portrayals of women. This sexist, dumbing down of content has real ramifications in our culture as we try to develop a more balanced and genuinely equitable society – especially in terms of entertainment and media representations of gender.

“What makes me so sad is that these films are seen as our cultural imprint,” explains Melissa Silverstein, founder of the Athena Film Festival and of the influential blog, Women and Hollywood. “This is a huge problem because we struggle for women’s stories to be taken seriously, and as the worldwide box office continues to be so important it seems that women will continue to be second class citizens.”

A study released by the USC Annenberg School for Communication & Journalism in December 2011, based on a survey of the top 100 grossing movies of 2009 revealed that 67.8% of all speaking characters (in excess of 5000) were male. In addition, female characters, usually isolated by virtue of there just being one speaking role, were consistently depicted in sexualized ways. Twenty-three percent of women versus 7.4% of men appeared in revealing clothes or partial nudity. The fact that only 3.6% of the directors and 13.5% of the writers of these films are women is particularly telling when you consider that the ratios are substantively different depending on the gender of the story teller: in movies directed by women, 47% of characters are female versus 32%. These ratios are the same as they were in, get ready, 1946. 

In reviews of seventeen “Must See” Holiday Movies for families recommended by Common Sense Media in December, only one had a female lead character—Breaking Dawn. The other sixteen feature boys or men in lead roles. The others primarily adhered to the Smurfette Principle. According to The Geena Davis Institute on Gender and Media, the ratio of boys to girls becomes more extreme as they age. In the Institute’s study of the 50 top grossing family movies, females were 32.4% of speaking roles for G rated movies. That number declined to 27.7% for PG-13 movies. Boys outnumber girls in movies three to one. In addition, as in adult movies, girl characters are consistently presented with less clothes and hyper-gendered physical characteristics, like tiny waists. Almost every movie on the list for the past holiday season was told from a male perspective and reviews of these movies did nothing to systematically address the messages sent by their collective presentation.

And I saw no mention, during the reviewing process, of the impact of international ticket sales on product development. But, this is how Chris Dodd, Chairman and CEO of the MPAA put it in regards to overseas sales: “These numbers underscore the impact of movies on the global economy and the vitality of the film-watching experience around the world. The bottom line is clear: people in all countries still go to the movies and a trip to the local cinema remains one of the most affordable entertainment options for consumers.”

Selected portions of this article appeared on the Huffington Post and The Good Men Project.

Soraya Chemaly writes feminist satire. She is a regular contributor to Fem2.0, The Feminist Wire, Alternet, Role/Reboot and The Huffington Post. She is also the creator of the retired blogs: Poog, a Goop Spoof and The Guide to Manic Moms.