The appeal of certain genres to certain audiences has been a crucial factor in the marketing and exhibiting of motion pictures. Films may even be categorised by their intended audience – ‘teenpic,’ ‘chickflick,’ etc. Film scholars have also noted that the gender of the audiences is assumed by filmmakers in casting a film or in determining the narrative: the melodrama as ‘woman’s picture,’ for example, typically features female star who is the focus of the narrative – Douglas Sirk’s Imitation of Life (1959) or Written on the Wind (1956) (see Mulvey 1987 or Doane 1987). However, to date there has been no analysis of the relationship between genre, gender, and the box office performance of a film. This study uses the mean 3-day gross ratio of a film as a measure of the proportion of a film’s total weekly gross that may be accounted for by screenings over the weekend…
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