Ageism on screen: how much the film industry is missing out
People are getting tired of movies with only young beautiful stars and want more balanced stories. Representations of men and women 50+ in the American film and entertainment media are out of line with consumer demand – viewers of all ages are hungry for more balanced, diverse, and aspirational portrayals of older men and women, according to a survey covering a ten year period, from 2010 to 2020, by the very active Geena Davis Institute on Gender in Media, in cooperation with NextFifty Initiative, a US nonprofit organisation.
This comprehensive study systematically examines how gender-based representation intersects with age-based representation in the minds of media consumers and in American entertainment media.
The findings from our survey show that:
Consumers of Entertainment Media Want More Authentic Representation
42% of respondents 18 to 49 said they are very satisfied with the accuracy of characters who portray their age group, compared to only 25% of respondents 50+.
Stereotypes Are Evident in Entertainment Media
83% of both men and women 50+ agree with the statement “sometimes I feel the media/culture doesn’t realize how much they stereotype older people.”
Older Characters Are Missing
Characters 50+ are less than a quarter of all characters in top-grossing domestic films and most-popular television shows, from 2010 to 2020.
Women 50+ Are Hardly Seen
Among characters 50+, men are far more common on screen than women; of all 50+ characters, men are 4 out of 5 in film, 3 out of 4 in broadcast television, and 2 out of 3 in streaming television.
Older Characters who are LGBTQIA+ Are Most Visible in Top Streaming Shows
From 2010-2020, on average 4% of 50+ characters were LGBTQIA+ in top streaming shows, compared to 0% in top films and 1% in broadcast television.
Disabled 50+ Characters Are Rarely Shown
From 2010 to 2020, on average, the share of 50+ characters with a cognitive, physical or mental disability in top streaming shows was 1%, compared to 5% in film and 5% in broadcast.
Older Characters Are Villains, Not Heroes
Popular films and television shows are more likely to have 50+ characters who are villains than heroes — 59.0% of films have a 50+ character who is a villain, but only 30.0% have a 50+ character who is a hero; 43.2% of the television shows have a 50+ character who is a villain, but only 22.1% have a 50+ hero.
Romantic Storylines Are Uncommon For 50+ Characters
Younger characters are far more likely to have a romantic storyline than characters 50+; depending on the year, characters 49 and under are two to three times as likely to have a romantic storyline than characters 50+.
Gender Discrimination and Ageism combined
Women 50+ are much more likely than men 50+ to seek out film and television programming that features characters who are 50+:
- 64% of women 50+ seek out film and television programming with a leading character 50+, compared to 53% of men 50+.
- 73% of women 50+ seek out film and tv programming that represents older adults positively, compared to 64% of men 50+.
- 75% of women 50+ said that they wish they saw more adults who are like them in film and tv, compared to 65% of men 50+.
Nevertheless, the analysis shows that across all platforms (and both halves of the decade), characters 50+ are much more likely to be men than women: About 4 out of 5 characters 50+ in film, 3 out of 4 characters 50+ in broadcast television, and 2 out of 3 characters 50+ in streaming television are men.
Many 50+ respondents noted the inaccuracy of depictions of aging on film and television. They discussed the fact that actors are pressured to continue looking young, and so they have cosmetic procedures and routines that make them look very different from the “average” older adult. One person said, “The American producers are… afraid to show wrinkles and age spots on real people.” As another respondent wrote, “people age differently in shows and movies than in reality
Getting it right brings success
Have you enjoyed Mare of Easttown? The Good Fight? Grace and Frankie? Well… there were good reasons for that!
Shows that people feel that “portray older adults in an accurate and positive way” are the ones that the survey respondents praised the most. While there were many various answers, a few answers were more common than others.
Golden Girls: of over hundreds of answers provided by 50+ adults when asked to name shows that accurately and positively portray older adults, Golden Girls appeared in 15.0% of the responses. When asked what it was about the show that got it right, respondents focused on their vitality and humor. They described the characters as “witty,” “sexy,” “funny,” “smart,” and as having “pep” and “spunk.” They cite their independence, friendships, and relatability.
The fact that the show still resonates with the audiences, despite being decades old, should work as a wake up call for younger producers.
Grace and Frankie stands out as the next most popular response among older adults – mentioned by 4.2% of respondents, as an example of an accurate and positive portrayal of aging. Older adults appreciated that the characters deal with real problems and real relationships. One respondent wrote that it shows that “even at an older age your relationships can end and that friendships are important.” Like Golden Girls, Grace and Frankie values friendship and found family later in life.
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