Are Mommy Bloggers the Next Fanboys?

by Monika Bartyzel Aug 6th 2010 // 12:15PM

Filed under: Movie Marketing

Bit by bit, studios are being shocked by revelations of female buying power. First came Sex and the City, the adaptation that brought in the big bucks and suggested that women were interested in what was being put on the big screen. Then came Twilight, which revealed that young women could become an unstoppable fan unit to bring down ComicCons and shake the hallowed halls of boy fandom. Now BlogHer is opening up studio eyes as the folks at Twentieth Century Fox get in on the world’s biggest networking event for women.

Variety reports that Fox’s home entertainment division has become one of the conference’s sponsors, and see “mommy bloggers are the most fertile marketing demo to come along since comic book geeks.” Executive Mary Daily says: “There is an enormous community of women who look to other women for advice, and I realized we needed to tap into that.”

Fox has turned one floor into a faux living room called “Fox for Families,” where they’ll showcase family-friendly films like Marmaduke, Diary of a Wimpy Kid, Date Night, Space Chimps 2, and Sound of Music 45th Anniversary. Daily talks about how they’re pretty smart to recognize the buying power of women, said to typically controls children’s spending, and other studios will “see that this really is the hand that rocks the cradle and makes purchasing decisions too.”

None of that sounds like a revelation, eh? That women form communities for support, something that goes back through the ages, or that they’re often in control of the family purse strings? Isn’t that what films have shown us all along? The frazzled mom who finally finds help from fellow moms? The women who shop, shop, shop?

As for mommy bloggers being the next fanboys, I’m not sure it’s that so much as Hollywood finally wiping the sleep out of their eyes and noticing a powerful demographic. What really bothers me is that we have a social networking event that is for women, not specifically moms. Yet the studio is all about this small sliver, and ignoring the mass of professional women who go to these events, and even the moms who go as both mothers and working women. Moreover, the mere fact that moms are more than just the families they’re a part of.

I’d hope that this involvement with BlogHer would expand to other female-relevant avenues, but if they’re already zeroing in on mommy bloggers like they’re the second coming, I see little hope of that.