Time’s Up, a Gender Equality Initiative

A new study conducted by the talent agency ‘Creative Artists Agency’ (CAA), has assisted me to stay on the subject of woman power.

The study analysed 350 top grossing films worldwide between January 2014 and December 2017.

Researchers found that small, medium and large budget movies all averaged better global grosses when a woman was listed as the lead star.

They studied the effect of ‘Bechdel Test’ also and found that those films passing the test did better. The test is an invention of the cartoonist Alison Bechdel, rates whether a movie features two women characters having a conversation about something other than a man.

The researchers found that every $ 1 billion film at the box office including Star Wars: The Force Awakens, Jurassic World and Beauty and the Beast passed the Bechdel test.

The analysis affirms data showing that diversity has a positive impact on a company’s bottom line, said CEO of Time’s Up.

Bollywood is perhaps lagging behind due to ignorance. But ‘ Dirty Picture’ and Vidya Balan should be the eye opener.

And surely ‘the women the smarter’

Courtesy: Associated Press, New York.
Time’s Up, a Gender Equality Initiative

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