Iron Man 3 changed the gender of the film’s villain from female to male after pressure from the production company Marvel, which feared toy merchandise would not sell as well.
This is a rather frank admission of what drives gender bias in Hollywood casting decisions. Its customer preferences – customer discrimination. It was not nasty producers and directors choosing not to hire women.
It was producers and directors casting a movie that might sell at the box office given what the box office wants. The great majority of box office sales is outside of the USA and US cultural values, interests and concepts of humour.
Hollywood is a cutthroat market where producers and directors do do whatever it takes to make their movie sell at the box office. But would not last very long if they indulge their personal preferences at the expense of the box office.
Not every movie has the merchandising potential of action films but they still have to pay careful attention to what audiences want to avoid having produced a run of flops and never get financing again.
That is not made any easier by the first law of Hollywood economics, which is nobody knows nothing. Audiences have a constant demand for novelty but they do not know what they want delay see it.
Utopia, you are standing in it! 
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