We’re five days into 2015 and the Outrage Machine has already been fired up. Marcus Theatres will screen a 7:00p feature at Point and Eastgate Cinemas for its “Ladies Night” promotional series every Monday evening through Feb 9. The series begins Monday, Jan 5 with Pitch Perfect.
Love Actually (Jan 12) and The Sex and the City Movie (Feb 2) are lucky to occupy the same rarefied air as Mean Girls (Jan 19), Bridesmaids (Jan 26), and Magic Mike (Feb 9). But the real tragedy here is Marcus’ marketing strategy, as their website invites moviegoers to “grab [their] girls” for the “perfect opportunity to ditch the never-ending to-do list and just have fun with your gal pals.” Sigh.
I can appreciate the sentiment here, and at least half of the “Ladies Night” lineup features terrific comedies. Marcus is using the series as a tie-in to the Valentines Day release of “Ultimate Ladies Night Movie” Fifty Shades of Grey (Feb 14), but worse than that is the flawed, gendered approach. Yes, these are female-driven movies, but why the pink banner and pandering copy? It’s hard to imagine that only “gal pals” were the reason Mean Girls and Bridesmaids were among the highest grossing comedies of their years. The sooner we stop pretending the talents of Melissa McCarthy and Anna Kendrick can only be enjoyed by those with two x chromosomes, the better. I feel bad for your face, Marcus.
- “Ladies Night” films play Mondays this January and February at Point and Eastgate. Admission is $5. Non-glittered currency will not be accepted. Accompanying chihuahuas are required to wear purple boas at all times.