A string of massive entertainment hits this summer, driven largely by female audiences, has highlighted the enormous economic power of women consumers that Hollywood has often overlooked.
The smash box office success of “Barbie,” Taylor Swift’s record-breaking Eras stadium tour, and Beyoncé’s hugely popular “Renaissance” tour have collectively grossed over $3 billion. The blockbusters show the demand for content that appeals across generations of women.
“Barbie” has earned $1.18 billion globally, turning theaters into seas of pink as groups of women attend screenings together. Swift’s tour is projected to gross $1.3 billion, setting records in many cities. Beyoncé’s tour will top $500 million.
Experts say Hollywood has consistently underestimated the group spending power and loyalty of female fans. The current boom illustrates the “women’s multiplier effect,” as women attend in packs and spend heavily on the full experience from costumes to cocktails.
Thirty-eight percent of “Barbie” moviegoers attended in groups of 3 or more, versus 25% for a typical film. Nearly 1 in 10 went in groups of 5 or more. There’s also significant repeat viewing, with 7% seeing “Barbie” multiple times.
The cross-generational appeal is key, as moms who grew up with Barbie dolls now share the experience with their kids. Swift is turning young fans into concertgoers while also attracting whole families.
“Barbie” has notably drawn “infrequent” moviegoers back to theaters. Twenty-two percent of attendees had not been to a movie in 6 months, and 46% go only twice a year or less.
As Swift packs stadiums, “Barbie” is bringing people back to the movies post-pandemic. Both have tapped into powerful nostalgia and created must-see cultural events driven by their female fan bases.
Despite such eye-opening successes, female-led projects remain a minority in Hollywood. But studios and investors would be wise to further pursue the underserved market of women consumers that has proven its ability to generate billions.
