At least when it comes to recent movies. And they're going back for seconds. Its studio, 20th Century Fox, says the audience makeup is 60 percent female for the cross-dressing farce. And the female contingent, not usually the foulmouthed comic's strongest fan base, gave it all As - higher than men. Action films try harder to lure women.
Marketing is more femme-savvy.
Early ads showed Lawrence holding a gun. But later, the marketing people switched to a rolling pin, said Sherak. The Honolulu Advertiser, a division of Gannett Co .