Top grossing films have equal number of Male and Female Leads for the first time ever in the U.S.
2024 was a great year for women in Hollywood! According to two new studies, female representation on screen in major films reached a significant milestone, achieving gender parity for the first time ever in the United States. The first study by the Center for the Study of Women in Television and Film at San Diego State University, showed 42% of the top 100 U.S. domestic-grossing films featured female protagonists, or main characters, mirroring the percentage of male-led films. Box office hits like Inside Out 2, The Substance, and Wicked not only captured widespread audience attention but also showcased powerful female characters who resonated with diverse demographics. This shift signals a turning point for gender equality in Hollywood storytelling.
The progress is also reflected in the rising presence of female characters in speaking roles. In 2024, women made up 37% of speaking characters in top films, up from 35% the previous year. Although the increase is modest, the growth in major female characters—rising from 38% in 2023 to 39% in 2024—marks a positive trend. Industry experts highlight that these changes are significant, especially in light of recent years, when the number of films produced by studios has declined. Achieving gender parity at the protagonist level is seen as a crucial accomplishment for both the industry and audiences.
Coupled with this report, the Annenberg Inclusion Initiative’s 2024 study revealed even more encouraging news: 54% of the top 100 films featured girls and women in leading roles, a significant leap from just 30% in 2023. Stacy L. Smith, the initiative’s founder, attributed this shift to advocacy, studio efforts, and DEI initiatives that pushed for equal representation. This trend is not only a victory for gender equality but also a recognition of the untapped market for films featuring women. With a growing number of female-led hits, the future looks brighter for more diverse stories that resonate with global audiences, boosting both representation and industry success.
Despite this positive progression for women on screen, female representation in key roles behind the scenes is still severely lacking. It can be argued that these positions are even more important to the accurate representation of women in media because it is the behind the scenes roles - writers, directors, producers - that control the narrative the actors portray. San Diego State University’s annual “Celluloid Ceiling” report found that only 8% of behind-the-scenes roles were held by 10 or more women in last year’s biggest blockbusters. In fact, representation for women directors actually decreased from 2023, going from 14% to 11%.
It is interesting that such a positive shift in representation in film, with the Inclusion Initiative’s founder attributing the change to DEI programs, comes just after newly inaugurated President Donald Trump has begun eliminating DEI programs within all federal government agencies. The Trump Administration has also threatened action against private corporations who continue their DEI initiatives. Major corporations like Walmart, McDonald’s, and Meta announced the end of their DEI programs in response to the president’s executive order deluge.
Will this upward momentum in on-screen representation in film continue or will the threats to DEI costs the sliver of progress we saw in 2024? True gender parity in Hollywood will only be achieved when key roles behind the camera lens begin to reflect the rise in on screen portrayals.
Nike makes a statement, celebrates female athletes
Nike made a bold return to the Super Bowl ad scene this year, 27 years after its last appearance in 1998. This time, the sportswear giant focused on female empowerment by featuring top female athletes in its highly anticipated commercial. The ad, titled “So Win,” showcased athletes such as WNBA stars Caitlin Clark, Sabrina Ionesco, and A'ja Wilson, along with Olympic gymnast Jordan Chiles, and professional tennis player Aryna Sabalenka. Set to Led Zeppelin’s "Whole Lotta Love" and narrated by rapper Doechii, the commercial conveyed an emotional message about defying societal expectations and celebrating women’s strength, with the tagline “Whatever you do, you can’t win. So Win.”
Nike, despite maintaining its status as the number one sportswear brand in the U.S., has been facing declining sales in recent years. In a bid to reclaim its position and resonate more with today’s consumers, the company has been shifting its marketing strategy. This Super Bowl ad marks a significant part of that new direction, aiming to connect emotionally with customers by spotlighting female athletes who have become cultural icons. The ad was Nike's most expensive commercial of the year, costing around $8 million for a 30-second spot.
The response to Nike's bold move has been mixed. While some viewers praised the ad, calling it their favorite of the night, others voiced strong criticism on social media. Several users on X (formerly Twitter) expressed disappointment, accusing the brand of hypocrisy for not defending women in sports against male athletes in women’s spaces. Despite the backlash, Nike’s decision to invest heavily in female athletes during such a high-profile moment reflects its efforts to regain profitability and reassert itself as a leader in both sports and cultural conversations. The brand’s willingness to embrace controversy and shift its focus to empowerment could signal a new era for Nike, one that challenges expectations and aims to inspire a new generation of consumers.
Nike is no stranger to bold, controversial marketing strategies. When Colin Kaepernick was black listed from the NFL for taking a knee during the National Anthem at a football game, Nike featured Kaepernick in their 30th anniversary campaign with the tagline “Believe in something. Even if it means sacrificing everything.” The ad caused their stock to drop nearly 3% and spurred customers to start burning their Nike apparel.
Army and Navy remove pages highlighting women’s military service
The Trump administration's crackdown on diversity, equity, and inclusion (DEI) policies in the federal government has caused a stir with the temporary removal of websites highlighting the history of women in the military. Last week, the U.S. Army Women's Museum website, located at Fort Gregg-Adams in Virginia, was taken down along with a page on the U.S. Navy History and Heritage Command website that celebrated the contributions of women in the military. The removals were part of the Pentagon's effort to comply with an executive order issued by President Trump on January 20, which bans DEI initiatives across federal agencies.
The websites were later restored, but the incident has sparked criticism from many, especially those who feel it diminishes the historical achievements of women in the military. According to the Defense Department, over 3-million women have served in the U.S. military since the Revolutionary War, yet many of their contributions were not officially recognized until recent decades. Critics argue that removing these sites implies that the achievements of women, who have historically faced discrimination, are unworthy of celebration or acknowledgment. Retired Navy Cmdr. Jerri Bell expressed concern that such actions undermine the efforts to recognize and honor the service of these women.
The controversy is part of a broader push to eliminate DEI programs within the federal government, a stance long supported by conservative leaders who argue such initiatives promote identity politics. The Pentagon has also abolished its Office for Diversity, Equity, and Inclusion, further consolidating its shift in priorities. Additionally, U.S. Defense Secretary Pete Hegseth declared that the Department of Defense would no longer use official resources to celebrate cultural awareness months, including Black History Month, Women's History Month, and Pride Month. Despite these changes, critics like Bell contend that recognizing these events is an essential part of supporting and caring for military personnel, and does not interfere with their duties.
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