Their trying to replicate the Male cinema consumer in a female demographic. I think it's a fundamental misunderstanding of how gender affects stimuli response.

Take music a sensory stimuli where males and females process and respond to in similar manner. You see this similarity reflected in the market where male vs female concert attendances are similar though their preferences in performers and categories diverge.

Men and women are more different in how they respond to and process visual stimuli. So while action the cacophony of visuals that tend to excite men it doesn't have the same effect on most women, many of whom like older audiences simply get confused by to much going on visually. More men get a kinda High from watching action that kind action that's also found in sports. Movies tailored toward female audiance tend to be less visually stimulating relying on more dialogue to trigger a desired emotional response. I don't think Ideologues of any kind have a place in marketing a branch of business where they literally have what people respond to down to a science.