There have always been "women's pictures"--or "chick flicks", to use the self-referential, lightly mocking phrase that Tom Hanks barks out in Sleepless in Seattle as he watches his own off-screen wife, Rita Wilson, tear up while relating the plot of An Affair to Remember. The ever-evolving problem of the chick flick--what Michael Cieply calls "a label that is increasingly viewed as a marketplace trap"--is how to court women without alienating potential male viewers, a big part of your audience if you're hoping to hit date-movie gold. (You also want to hit women in their soft emotional receptors without making them feel stupid about it. Nora Ephron, who wrote and directed SIS after some fifteen years as a journalistic essayist whose specialty was finding smart ways to negotiate her own relationship to the zeitgeist, was well suited by experience and temperament to pull this off. Incidentally, filmmakers pitching their work squarely at the male demographic don't have nearly as hard a time of it. Many men do appreciate it when someone like Tarantino finds a way to serve up shootouts draped with wisecracks in a way that makes us feel smart, but that doesn't mean that a lot of us won't still clomp off to see Rambo, and have no trouble going by themselves if no dates will humor them.)
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