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Contrary to studio mythology, women over 40 go to the movies. They buy subscriptions. They tell their book clubs. In 2023, the film 80 for Brady —featuring four actresses with a combined age of over 280—grossed nearly $40 million against a $28 million budget. The "Barbie" movie owed much of its historic opening weekend to Gen X mothers bringing their Gen Z daughters. Studios finally realized that ignoring mature women is not just sexist; it’s terrible business.

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Representation is particularly dire for women of color over 45. In 2025, not a single top-grossing film featured a woman of color in this age bracket in a lead or co-lead role. Contrary to studio mythology, women over 40 go to the movies