Wonder Woman: The Marketing, The Film & The Future

Wonder Woman came out in the UK on the 1st June, and although it’s still showing a few cinemas nationwide (if you missed out, don’t forget to check out independent cinemas who show films later), it’s generally on it’s way out until we see it next on DVD. Thankfully, a lot of people saw it making it a whopping £173m in its opening weekend, meaning Patty Jenkins now holds the record for the biggest US opening by a female director. 

I have a lot I’ve wanted to say about multiple aspects of the film, including a review itself, as well as how much I struggled with some of the marketing, and ultimately what it all means for the future. So make haste, there’s so much to discuss.

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I should also mention that this article is one part bad news, two parts good, and I’m going to start with the bad things. The way this film was pushed toward a female audience in its partnerships and targeted posts absolutely reeks of a room mostly full of men, all trying to work out how to market superheroes to women. YES I GET IT, SHE IS A WOMAN. You do not need to market her as a woman to me, a woman. You also do not need to market this superhero film any differently to how you market superhero films with men in. Women already watch superhero films, and go to the cinema just as much as men. Just get on with marketing a Wonder Woman film that we have all been waiting for, and show loads of kick-ass scenes and cool scenic shots from her homeland and we’re good to go.

Before I go off on a fully fledged rant, here’s a bit of an idea about the kind of marketing they did for this film. Take it in, and think about it. 

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Wonder Woman is one of the most bad-ass female characters ever, but gals let’s get together and have a girly night and go on a spa day!!! Let’s go see that mega babe, what a stunner that Diana. Please, stop trying to market her to women like we are an alien species.

Superhero films are all marketed pretty much the same way every time, unless they’re female superheroes. I love Wonder Woman as a character, and I always have. I also love pink, and am a bit girly, and being a human being I am capable of being and liking both. The point isn’t that you can’t be both, it’s that in the marketing campaigns for this film (including a free lipstick with your lady’s razor!), it was suggested that despite Diana being a superhero trying to save the planet, we still somehow see women as one thing. It’s very generic, and that’s a tad insulting, really.

Wonder Woman is Amazonian, and I’m pretty sure they don’t shave their legs or plan spa trips to Santorini (because they’re too busy shooting arrows at Nazis while they fly through the air).

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The two good parts begin now, and they will try their hardest to be brief.

The film was excellent. The Amazonian women were so damn cool, and so was Diana. I recently read an article praising the fact that when Diana jumps and runs and lands, her thighs jiggle. It’s very simple things that women have wanted in film for ever, and we’re finally getting them, and it’s finally happening, and I can’t help but think after all this time, was it really so hard?

Wonder Woman is a great film that genuinely has a superhero lead; it isn’t just a soppy romance, or an action-less female superhero flick. I felt so great watching it, I honestly was so happy at all the female characters whooping ass, at one point I nearly cried. 

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Most importantly with anything of this nature, is its consequences, or rather what it means for the future. The female director of a female-led superhero film holds a box office record, and fought off some major summer blockbusters like The Mummy simultaneously. This, plus the thigh-jiggling suggests more positive things in the future for women in films, and improvement in genres like action, horror and so on.

The only negative thing looking forward (the only big negative thing) is still the way we believe that women don’t watch superhero films, or scifi, or horror (despite the fact that sci-fi was invented by a woman), and as a result, the marketing and advertising done on films like this are still really crap. The next time they release a female-led action film or superhero film, I hope we can see similar publicity to male-led films in the same genres. 

Swings and roundabouts, am I right?

What did you think of Wonder Woman? Let us know, and feel free to tell Briony to stop ranting on here (I’m so sorry), and make sure you catch up with other great female led films coming out this year such as Raw, The Beguiled and Atomic Blonde.

 

Words by Briony Brake
Images by Warner Bros Pictures and Odeon Cinemas

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