Earlier this week, Kelly Thompson posted a new column on CBR reacting to Marvel Chief Creative Officer Joe Quesada’s statement, reported at Ain’t It Cool News, that, in effect, there is no combination of actor and character he can think of that would make for a viable female-led franchise from the Marvel Universe.
Thompson points out how disappointing this is in the wake of The Avengers and the critical role played by Black Widow in that film. She also underlines the absurdity of the statement, particularly coming from someone with the word “creative” in their job title. Most hilariously, she uses a series of images of characters and actors to show what a colossal failure of imagination this claim is given the whole universe of choices available to Marvel producers.
Most saliently, she points out that, increasingly, there is little rational basis for assertions like the one made by Quesada. Whether one is looking at who goes to see movies, including genres like the superhero film, or who leads a film, there is no reason to assume that a) women won’t go or b) that female-led films are box office poison. In the face of successes like The Hunger Games, as well as the other films pictured in the column, and the fact that a substantial part of the audience for movies like The Avengers is female, the idea that featuring a woman in a Marvel film is to necessarily court disaster is ridiculous.
Simply put, what matters more than who leads a film is whether it is well made and is backed with the intent to build the audience. If you hire hacks, people with no vision for the character or an understanding for the genre, and show no faith in the film in promotion and publicity, then your movie will fail, regardless of character or actor. I can’t believe that Quesada truly thinks that not only is there no combination of character and actor that would make a female-led franchise from the Marvel universe work, but that there is also no combination of creative talent and Marvel/Disney resources that could make that same franchise a success.
One of the insights derived from semiotics about concepts like gender is that, in many language systems, certain categories of people and things become “marked” in ways that privilege some identities as “normal” and marginalize others as deviations (hence, the need to be “marked”). What is “normal” is left unmarked. In American English, “female” is a marked category while “male” is unmarked.
This is clearly illustrated in fields like college sports where the unmarked term, “basketball”, “soccer”, “lacrosse”, etc., signifies men’s teams, while women’s teams are marked by the term “women’s”. At some universities this is further bolstered by applying the term “Lady” in front of the school’s nickname, as in “Lady Bulldogs” or “Lady Wildcats”.*
While less starkly illustrated in fields like popular film, does anyone think of Iron Man, Thor, or Captain America as, primarily, “male-led” titles? I suspect that these are thought of as, simply, “superhero” films. I also suspect that the only context in which the gender identity of the leads in those franchises matter is in the context of discussions like this where the real issue is the success or failure of female-led movies.
The people behind the scenes at Marvel clearly made a decision at some point that The Hulk would be a key part of their movie plans and they have stuck to that decision despite financial disappointment and creative problems related to the character. It is worth pointing out that, creatively, this seems to have been a good decision despite the difficulties encountered on the way to The Avengers. If the same initial decision had been made with regards to She-Hulk, I don’t think we would have seen a second film devoted to the character, let alone found her in The Avengers (and, of course, in light of Quesada’s comment, it seems pretty clear that this scenario is a flight of fancy in the first place. Plus, did you see what just happened when going from “Hulk” to “She-Hulk”?).
The problem here is that “female superhero” is a marked category, and the gender identity of those characters is made into an issue that, for the moment at least, is deployed as a reason not to make movies based on women characters from the Marvel Universe. Meanwhile, as Thompson notes, ” … if we blamed box office failures on the gender of the star we’d simply have no films. There are thousands upon thousands of failing films with male leads, but nobody suggests that we stop making them because people don’t want to see movies with male stars…because that would be INSANE.” Films with male leads are just films, while films with female leads are female films. Whether the latter “succeed” or not is secondary to the fact that they are always already constructed as deviations from what is conceived of as “normal”.
And it is this perception of inherent strangeness, not some absolute lack of creative choice or available talent, that keeps the Powers That Be, like Joe Quesada, from seriously considering the possibility of making and supporting a movie with a female lead. That same perception also explains why the reporter at AICN is able to glibly follow Quesada’s comment with their own – to wit, “I’m thinking I might agree with him on this one actually” – and also why so many find it easy to offer rationalizations for why such a film won’t work (scan the comments on the column to see this in action).
Read Kelly Thompson’s column at CBR: http://goodcomics.comicbookresources.com/2012/05/21/she-has-no-head-dear-marvel-stop-ruining-everything/
*College sports is also an indication of how language can change. The “lady” appellation, for example, is increasingly archaic, even though it can still be found in use at certain schools and among certain groups of fans. I’ve also noticed that, in the past few years, as women and girls playing sports comes to be a seen as normal in some contexts like basketball and soccer, some sports reporting agencies have started to mark both categories of teams, using abbreviations like “mbb” and “wbb” in their tickers, for example.