Part 5/8:
The Role of Gender in Media Success
While story quality remains paramount, gender representation can impact a project’s reception. Historically, Marvel, under the leadership of Isaac Perlmutter, was skeptical about female-led superhero movies, citing concerns about audience interest. Kevin Feige later admitted that those concerns proved valid at the box office, as female superhero movies struggled commercially.
Disney and Marvel’s solution was often to use “bait-and-switch” tactics—branding projects with one character but shifting focus to another. Examples include:
Marvel's Hawkeye: Marketed as Hawkeye but centered on Kate Bishop.
Thor: Love and Thunder: Focused heavily on Jane Foster.
Obi-Wan Kenobi: Spotlighted Reva, a new character.