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: Women over 50 make up 20% of the population but are portrayed on television only 8% of the time.

The Second Act: How Mature Women are Reclaiming the Lens For decades, an unwritten rule persisted in Hollywood: a woman’s "sell-by date" was 40. While her male counterparts were celebrated as "distinguished" well into their 70s, many talented actresses found their scripts thinning or their roles reduced to "the mother" or "the grandmother".

Several icons are currently dominating the cultural conversation:

However, the "silver economy" is pushing back. Audiences over 50 spend over $10 billion annually on entertainment, and 73% of them say they are more likely to watch content that features characters who reflect their lives. Icons Redefining the Prime

While the shift is visible, the data reminds us that there is still work to be done. Research from the Geena Davis Institute reveals significant disparities: