top of page

Empowered & Unstoppable: How Women Took the Summer (& the Economy) by Storm in Music, Film, & Beyond

Updated: Oct 5, 2023

purple hat and popcorn on green with purple writing

In recent years, there has been a remarkable and long-overdue shift in the landscape of the film, music, and entertainment industry. Women are rising to prominence, not just as creative forces, but also as economic powerhouses.

This year especially, the likes of Greta Gerwig, Taylor Swift, and Beyoncé have been at the forefront of this movement, generating waves of change that resonate not only artistically but also economically.

Barbie in pink dress waving

Jaap Buitendjik/Warner Bros

Greta Gerwig's "Barbie", has surpassed a staggering $1.18 billion in the box office, with audiences turning movie theaters into seas of pink. The unique blend of nostalgia, empowerment, and the collective experience has turned "Barbie" screenings into events that go beyond the traditional cinema outing, generating a buzz that transcends the silver screen.

Taylor Swift in sparkly outfit on stage

Kevin Sikorski/Wonderland Magazine

With a trail of six sold-out shows at Inglewood’s SoFi stadium, Taylor Swift’s Eras Tour is projected to earn a jaw-dropping $1.3 billion. Swift's ability to create a musical journey that resonates with fans of all ages has resulted in group outings that span generations, fueling the economic fire behind her tour's remarkable success.

Beyonce riding sparkly horse on stage

Andrew White/Getty Images

And let's not forget the queen herself, Beyoncé. Her "Renaissance" tour is on track to rake in over $500 million in ticket sales, as reported by Billboard. The allure of witnessing Beyoncé's captivating performances live has led to a surge in group attendance, where fans come together not just for the music, but for the collective experience that only Queen Bey can deliver.

Andrew White/Getty Images Stephanie Keith/CNN Rachel Wisniewski/The Washington Post

The combination of these performances not only led to astonishing profits, but an economic boost for the performance cities and retailers. 38% of Barbie moviegoers went to screenings in groups of 3 or more, compared to 25% normally, according to Movio. This phenomenon was termed the “women’s multiplier effect” by WSJ reporters Sarah Krouse and Anne Steele. Women consumers bought tickets to concerts or films in groups and also purchased outfits, merch, dolls, drinks, hotel rooms, and dinners together for “an all-out experience.” The NYT reported a “Beyonce bump” in each city she performs. Restaurants, hotels, salons, spas, and retails stores are all feeling the benefits of performances. The Eras tour boosted local tourism whereas Cincinnati, Ohio was Airbnb’s top trending destination in the world for July 4th weekend due to Swift's tour stop that weekend.

The trifecta of these amazing women-driven projects boosted the economy, generated billions of dollars in profits, dominated headlines, and created an unforgettable experience for attendees. Taylor Swift | The Eras Tour Concert Film, which is slated for an October 13th premiere, transitions women’s summer domination into a promising repeat in the fall. Barbie is re-releasing in IMAX on September 22nd. Beyonce’s Renaissance Tour will continue to slay through ‘til October. And, Ava Duvernay became the first Black woman to have a film compete in the Venice film festival with her new movie Origins and it received a 6 minute standing ovation. Hopefully, this creative, economic, and motivational power will be recognized, appreciated, and cultivated for other women by studios, entertainment groups, and fans across the globe through the fall and for years to come.

Screening the Eras Tour Film?

Check out activation ideas for your theater here.

Want to receive more content like this?

Sign up for our emails to receive ideas straight to your inbox.




bottom of page