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Jenji Kohan places unique females at the center of her binge-friendly projects, including ‘Weeds’, ‘Orange is the New Black’, and the upcoming Lifetime series ‘American Princess.’ Powerhouse Shonda Rimes is behind ‘Grey’s Anatomy’ and ‘Scandal’, and has just signed a development deal with Netflix. ‘Transparent’ and ‘I Love Dick’ creator Jill Soloway discussed a need for the “female gaze” in a Cosmopolitan interview earlier this year. Jessica Chastain, Sarah Jessica Parker, and ‘Madam Secretary’s’ Lori McCreary touted the importance of hiring female creators - and crew - at last weekend’s Produced By Conference in New York. The SDSU study found that films with a female director were far more likely to have a female protagonist: 57% v just 18%.
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Notably, many of these properties are helmed by women, who bring their own perspective. Mindy Lahiri of “The Mindy Project” gets around in a Lexus, and Scarlett Johansson’s Major rides a custom Honda motorbike in ‘Ghost in the Shell.’ ‘Will and Grace’s’ Grace Adler uses a Microsoft Surface Studio to power her design firm, and Reese Witherspoon’s Alice Kinney uses Wix to jumpstart her small business in the film ‘Home Again.’ Each of these brands helps power these characters through what they need – and want – to achieve. The Gilmore Girls run on never-ending cups of coffee, while Jessica Jones prefers whiskey. While fashion and beauty categories have always catered to women, companies are recognizing that strong female characters have needs far beyond their appearance. Women account for 85% of all consumer purchases in the United States, spending over $7bn annually.
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Savvy brands are embracing this uptick as an opportunity to showcase how they can fit into these women’s diverse personal and professional lives.
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Series like ‘Younger’, ‘Fuller House’, ‘Casual’, and ‘How to Get Away with Murder’ showcase female characters in a bevy of powerful professions including doctors, lawyers, publishers, and professors. Selina Meyer, the titular Veep played by Julia Louis-Dreyfus, has become the sitting president in the HBO comedy. Robin Wright and Carrie Fisher appear in a popular internet meme celebrating their character evolutions from princesses to generals (Buttercup to Antiope and Leia, respectively). These characters are far more diverse than ever before, too, moving beyond the tropes of love interest or doting assistant. 2017 has been a remarkable year for women: thousands marched, dozens spoke out against sexual predators, and several have told women’s stories on big and small screens.Īccording to The Center for the Study of Women in Television and Film at San Diego State University, there are more female protagonists on screen than ever before. Last summer’s mega-blockbuster (and last night’s ubiquitous Halloween costume) has become a rallying cry far beyond Hollywood.