If you’re a fan of American team sports, you will undoubtedly have come across something called advanced analytics. I just celebrated a birthday, and my son gave me my annual present, the new Baseball Prospectus. It’s a very large paperback book filled with the names of baseball players, and lots and lots of numbers. It does include such traditional statistical measures as batting average, or runs batted in. But most of the numbers are more esoteric: WAR, FIP, TAV. I am famously bad at math. But I devour this book, for one simple reason. The numbers in it help me understand the game of baseball better.
The point of advanced analytics is to look for market inefficiencies. Let’s suppose that your careful examination of baseball statistics leads you to conclude that some particular baseball skill is more valuable than other teams think it is. You may be able to acquire players with that particular skill at a discount. This gives you a competitive advantage. Like acquiring a catcher who is good at pitch-framing. You can get those guys on the cheap.
My son and I were talking today, and we wondered if this same dynamic might be applied to movies. Obviously movie producers have certain beliefs about what qualities audiences are looking for in movies. Number one, they like movie stars. They clearly believe that audiences are attracted to movies that star actors people have heard of and liked in previous roles. If Tom Cruise approaches a studio with the script for an action movie, it’s almost certain to get funded. But the star in question generally needs to be a male, and youngish. Tom Cruise isn’t actually young–he’s 53 years old–but he looks young, and can plausibly play young action stars. Demi Moore was born the same year Cruise was, but she isn’t a legitimate star anymore, because she’s a woman. (She’s also probably a better actor than he is, but that’s also not relevant).
But is that actually true? For example, Liam Neeson is 64 years old, but has reinvented himself as an action movie star in all those Taken movies. Heck, Colin Firth, hardly an exemplar of male studliness, starred in an action movie, and was great in it. Emily Blunt, Charlize Theron, Michelle Rodriguez and Scarlett Johansson have all starred in action movies within the last year. So has Helen Mirren.
Here’s what I think; audiences are attracted to good movies, and turned off by bad ones. Tom Cruise is still an action movie hero, not because audiences still clamor to see him in movies–most audience members think he’s kind of a weirdo–but because he has a good eye for scripts that showcase his skills.
Would you go see an action movie starring Michelle Pfeiffer? I sure would, if the script was good. Would you go see a buddy cop action/comedy starring Michelle Williams and Maggie Gyllenhaal? I would love to see that movie. Would you go see a sci-fi adventure movie starring Michelle Yeoh, with Michelle Rodriguez as second lead? Absolutely! What about a mainstream revenge action film with Amanda Peet? She’s a terrific actress, and that’s the kind of role she’d rock.
And such are the realities of Hollywood that you, Mr. or Ms. Producer, would save a lot of money in salaries. I mean, it totally stinks that Jake Gyllenhaal (a wonderful, charismatic actor) gets more per picture than his frankly more talented sister Maggie gets. But for the right, savvy producer, that particular brand of sexism could also mean money in the bank. It’s a market inefficiency, and one you could exploit.
Yes, there’s tremendous sexism in Hollywood. No question about it. And it reflects a larger sexism in society generally. But in the world of television, there’s one producer who regularly casts women in action/murder/suspense TV series. Her name is Shonda Rhimes and she’s doing pretty darn well.
Drew Barrymore, action star. Make it happen. Get a pitch-framing catcher, Hollywood. Sexism is, in addition to being reprehensible, a market inefficiency. Trade on the margins, Hollywood, and give some great actresses a chance.