Much discussion about Twilight fans took place around last year’s San Diego Comic-Con, when comic-loving boys were grumpy about vampire-loving girls getting in the way of THEIR fun.
Now, if you’d like to know more, the University of Missouri has published a collection of scholarly essays titled Bitten by Twilight: Youth Culture, Media, and the Vampire Franchise that promises to pay attention to “cultural, social, and economic aspects of the series and to the recurrent messages about youth, gender roles, romance, and sexuality.” From the press release:
Authors argue shifting of marketing strategies with Eclipse indicates Hollywood devalues female fans. … Despite the record-breaking success of the first two Twilight films, Summit Entertainment shifts marketing strategies with its third film to attract a male audience, MU researchers said. … [T]he marketing of Eclipse highlights a subplot of Stephenie Meyer’s book that is dark and violent, a ploy to draw male moviegoers. The official full-length trailer for Eclipse promotes the film largely as an action movie instead of focusing on the love triangle that is established in the third book of the Twilight series.
… “Summit’s desire to draw a larger male audience signals a discrepancy in the way Hollywood values male and female moviegoers,” said [professor Melissa] Click. “What Summit fails to see is that by courting male audiences, they are devaluing Twilight’s devoted female fans and missing an incredible opportunity to develop the terms for future female franchises.”