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In marketing 'American Sniper,' Warner Bros. treads carefully with gender and politics
In marketing 'American Sniper,' Warner Bros. treads carefully with gender and politics

Hollywood has not traditionally been known for nuanced thinking when it comes to gender assumptions in movie marketing. According to the crude calculus of studio salesmanship, women like movies featuring romance and pretty dresses and almost anything associated with Ryan Gosling, while men favor movies featuring guns and explosions and almost anything associated with Clint Eastwood. So one would have figured that, in crafting the marketing campaign for a war movie called “American Sniper” — directed by Eastwood — Warner Bros. would have aimed with sniper-like precision at an almost exclusively male demographic. But in the real-life story of Navy SEAL Chris Kyle...

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