Let’s not talk about men: When meaningful female-to-female interaction and dialogue drive higher box office sales

Robert D. Evans, I. Karabas, Y. Andonova and L. Nochebuena-Evans

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 1, 57-70

Abstract: This study explores two unique aspects of diversity, equity, and inclusion (DEI) from the perspective of gender diversity in the field of motion pictures and the dimension of inclusion utilizing the Bechdel-Wallace Test (BWT). A production may pass the BWT if a conversation between two women is not about men, hence the conversation is deemed meaningful. Using a consumer-driven data set, we find a positive effect of the BWT on international and total box office sales. The results also show a unique result in the years following the modern #MeToo movement, leading to enhanced box office returns for domestic, international, and total box office sales. Therefore, in addition to contributing to efforts to better understanding the impact of the addition of gender diversity and inclusion on motion picture performance, female characters’ meaningful conversation with other females will likely lead to higher return on producers’ investment in motion pictures. Practical implications and contributions to feminist film theory and theory of planned behavior are discussed.

Date: 2024
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DOI: 10.1080/21639159.2023.2248758

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