9% according to official Disney figures. It is still only a bit over a third though, despite a MASSIVE push for females both in casting and marketing.
Lost - or maligned - in these analyses is that the audience is still majority male and majority over 25.
The audience is what it is, despite what people are trying to "shape" it as - aspirationally. If the TLJ audience was over half female, or even (as you'd expect - it's the "children's franchise", right?) over half under 25, then it would mean something.
But it isn't.
Nearly 2/3's male, nearly 2/3's over 25 - that's the outcome. Despite multiple female leads, a very female-empowering storyline, and a huge female-centered push from Disney across all fronts. I would think that given all that, a 9% bump is actually pretty underwhelming and must be slightly disappointing to Disney.
that first gif just looks so wrong, looping like that
Oh, please. Both side are pointing it out. It's right there on the screen.
