Studios finally realized that the 18–35 male demographic is finite. The most loyal movie-going and streaming audience is women over 40. Mamma Mia! Here We Go Again (2018) and Book Club (2018) were dismissed by critics but grossed over $1.2 billion combined. The industry took note. Mature women buy tickets. They subscribe to streaming services. They have disposable income.

We need more than just the A-list superstars. We need roles for the character actress, the everywoman, the woman who looks like our neighbors. We need scripts that don't mention "anti-aging serum" once.

Despite progress, mature women in entertainment and cinema still face challenges and barriers: