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Historically, mature women in entertainment and cinema have faced numerous challenges, including ageism and sexism. The film industry, in particular, has been criticized for its portrayal of women, often relegating them to stereotypical roles or marginalizing them as they age. The "youth-obsessed" culture of Hollywood has traditionally favored younger actresses, leading to a lack of substantial roles for women over a certain age.

Look at the ensemble of The Best Exotic Marigold Hotel (2011) or the more recent Book Club: The Next Chapter (2023). These films are not critically revered, but they are consistently profitable because they cater to a demographic that has been ignored. When Nicole Kidman (55 during the run) executive produced and starred in the steamy drama Big Little Lies —a show centered on women in their forties and fifties—it became a cultural juggernaut and an Emmy magnet.

: Researchers have proposed the "Ageless Test," requiring a film to feature at least one female character over 50 who is essential to the plot and not reduced to ageist stereotypes.

Furthermore, the "mature woman" is no longer a monolith. We see the action hero (Michelle Yeoh in Everything Everywhere All at Once ), the horror protagonist (Jamie Lee Curtis in the Halloween reboot trilogy), and the nuanced villain (Glenn Close in Hillbilly Elegy ). The industry is finally allowing these women to be ugly, glorious, flawed, and formidable.