Passing the Bechdel Test and the Influence of Internet and Social Media Advertising on Seeing a New Movie Release

This study determines the role of demographics and female gender role variables with traditional, Internet and social media advertising for influencing consumers to choose to see a new movie release. A survey of 810 people found that passing the Bechdel Test and woman in a leading role were each positively associated with Internet advertising and social media advertising influencing consumers. However, a woman over the age of 32 in a leading role was negatively associated with social media advertising influencing consumers. Female gender was a positive moderator for the Bechdel Test for both Internet advertising and social media advertising influencing consumers. Race/ethnicity (African American, Hispanic American, Asian American) was a negative moderator for the Bechdel Test for both Internet advertising and social media advertising influencing consumers. No variables were associated with traditional advertising influencing consumers. Marketing managers need to be aware that advertising focusing on aspects of the movie that pass the Bechdel Test can be beneficial for some market segments but not others.