Marvel Studios has adopted a divisive feminist slogan to promote their upcoming Captain Marvel film.
Featured prominently on the cover for Entertainment Weekly beside Brie Larson’s Captain Marvel is the feminist phrase “The Future is Female.”
The adoption of the feminist slogan could be a marketing problem for Marvel Studios. Not only is the slogan feminist in nature, but it’s also political as former Presidential candidate Hillary Clinton adopted the slogan in her first appearance after suffering defeat at the hands of Donald Trump in the 2016 election. Clinton stated, “Despite all the challenges we face, I remain convinced that yes, the future is female.”
While Clinton used the slogan in her first appearance after being defeated by Donald Trump for President of the United States, the slogan is also attached to divisive feminist politics, where some advocate for hating men.
In fact, in an op-ed for The Washington Post, Professor Suzanna Danuta Walters said it “seems logical to hate men,” after listing off a number of awful things certain men have done. She elaborated, “I can’t lie I’ve always had a soft spot for the radical feminist smackdown.”
As for the history of the phrase, “The Future is Female,” The Washington Post reports it’s always been a feminist phrase and was first seen on merchandise to fund the efforts of “lesbian separatists” that operated out of New York City’s Labyris book store in the 1970s.
The slogan was allegedly revived by graphic designer and feminist Rachel Berks in 2015.
With Marvel adopting the slogan it appears to be at least a tacit endorsement of the divisive political movement where a number of feminists advocate hatred of men.
I wouldn’t be surprised if Marvel continues to adopt divisive feminist slogans while promoting Captain Marvel that it will affect their bottom line at the box office. We’ve seen similar films like Ghostbusters (2016) adopt similar marketing strategies and absolutely bomb. Carey Martell explained that Ghostbusters centered “its themes around a divisive issue like radical psuedo-feminism.” It’s not a winning strategy.