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In other words, there is measurable audience demand for these stories, yet the industry remains reluctant to supply them. The same study found that one in six respondents would be more likely to watch a film if the main character was an older woman, while 33% believe that too few such films are still being made.

Women who faced systemic barriers earlier in their careers are now leveraging their industry power to build their own production companies. Reese Witherspoon’s Hello Sunshine, Frances McDormand’s active role in producing her own projects, and Ava DuVernay’s ARRAY are prime examples of entities dedicated to optioning books and developing scripts that center on diverse, multi-dimensional female characters. When mature women hold the financial and creative reins, the stories produced naturally reflect a more realistic, respectful, and sophisticated view of aging. Changing Consumer Demographics and Economic Power In other words, there is measurable audience demand

"The fact that you bring this up means [ageism] is not something that's going to disappear," MacDowell told Allure magazine. "We women have been so repressed." She went further, expressing her desire to continue playing a "sexual creature" at 67—a request that, in a more equitable industry, would hardly register as radical. "We women have been so repressed

: Mature women are frequently relegated to the roles of mother or grandmother, with their stories rarely exploring professional ambition or romantic desire. Signs of a "Silver Tsunami" Why Hollywood's Obsession With Aging Is Killing Cinema in a more equitable industry