But the problem is that they forgot to develop the writers, the executives and the directors who would enable them to tap into the female market. They thought to themselves, “Wait a minute, there’s a market here!” And now they’re all desperately trying to gear their movies towards women. The younger generation of women found its voice through books, and what happened? The studios adapted Suzanne Collins’s best-seller, Hunger Games.
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So what happened? We stayed at home and watched television, and now TV is killing their business. They’re stuck in a completely outdated model. But until recently the studios hadn’t started researching what it is we actually want to see. The younger generation of women is working, making decisions and going to the movies more than ever before.
We are avid consumers, and there’s a lot of money to be made out of that market. And yet women make 80% of the decisions on how money is spent in the household. Hollywood doesn’t do programming for women. Let me start right there: the fact that you’re suggesting that women are only interested in romantic comedies is sexist and condescending in itself. What genre of film is Hollywood making for women? Would you say Hollywood and the film industry are fundamentally sexist? I feel sorry for you, because you thought you were going to get short answers to your questions… You didn’t know what you were getting yourself into! Many of them lose their jobs, because they can’t go to work for fear of showing the marks of violence. Which means that a lot of the women you know are victims of abuse. In Europe, one in three women is subject to domestic violence. The Foundation has also enabled us to train 500 Kering Group employees to detect domestic violence in the workplace, to help the victims out, support them, to get them out of abusive relationships or to work around the situation within the company. We work on this with the Kering Foundation, which is fantastic. It’s a barbaric practice that happens to hundreds of thousands of women in England and France alone. But if I gave you the figures for female genital mutilation in Europe, for example, you’d totally freak out.Ĭertain groups chop women’s clitorises off because they think it makes them pure. I’ll have to check the exact numbers again – I work on so many different projects that I sometimes lose track. Women have less than 30% of the speaking roles in films.
At a press conference in Cannes earlier this year, Jessica Chastain said that she saw the “portrayal of women in films as disturbing.” What do you think she meant by that? Actually, they taught me a couple of tricks! We would also lobby the governments for them to implement other measures to help women’s health: obviously I would work in the field with a specialist, but as far as the different governments were concerned, it made a huge difference for the specialist to be shouldered by somebody who was known worldwide.
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By the time we finished, they knew how to put condoms on without their johns even noticing. I can’t remember the exact percentage, but it was shocking. In Nicaragua, because of the initiative, the spread of AIDS fell dramatically.
This pattern was consistent in all the dif ferent countrie s. The most interesting thing was that they could get any kind of man to wear a condom, except one: the policemen who raped them for free. My specialty is women, so I would go to the prostíbulos, in the worst places you can imagine, and talk to the sex workers, train them, and give them the social responsibility to save lives through safe sex. We toured Latin America with YouthAIDS, an NGO that provides humanitarian assistance and raises awareness about the proliferation of HIV/AIDS. What was it like working with prostitutes in Latin America? When I first met my husband and we started dating, I was in Guatemala and Nicaragua with the prostitutes, educating them on how to teach men to wear condoms. Most of the work I’ve done in the past was fieldwork and strategy. I’ve been fighting for women’s rights for 25 years now. Because as you probably know, there’s a serious problem with women’s equality in the film industry. In 2015, when Kering became the sponsor of the Cannes Film Festival, one of the themes of the partnership was to share the group’s internal philosophy with the world of film. The Kering Group is composed of more than 50% women, and ranks as one of the highest in the world in terms of executive positions given to women, including 64% on its board of directors. Salma Hayek:The Kering Foundation has been supporting the empowerment of women and fighting violence against women in different parts of the world for ten years now. Numéro: What is your involvement in the Kering Foundation’s Women in Motion initiative?
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