Industry analysts note that neglecting this demographic is a financial oversight. Audiences, particularly older women who are frequent theater-goers and streaming subscribers, are increasingly vocal about wanting "richer, more realistic portrayals" of midlife navigating ambition and complexity. Projects like 80 for Brady and Book Club have already proven that older women will consistently support films that reflect their own lives.

The percentage of lead roles for women overall dropped from 55% in 2023 to 39% in 2024.

Research from the Geena Davis Institute highlights that women over 40 are twice as likely as men to have storylines exclusively focused on the physical process of aging or the "sad widow" trope. The Economic Incentive