In recent years, there has been a surge of talented mature women taking center stage in film and television. Actresses like Viola Davis, Cate Blanchett, and Laura Dern have all delivered Oscar-winning performances, showcasing the depth and range of their craft. The success of films like "The Favourite," "Booksmart," and "Little Women" has also highlighted the box office draw and critical acclaim that mature women can bring to a project.

The increasing presence of mature women in entertainment is not only a reflection of changing societal attitudes but also a deliberate effort to break down stereotypes and barriers. Actresses like Tina Fey, Amy Poehler, and Kristen Wiig have used their platforms to challenge ageism and sexism in the industry, advocating for more complex and nuanced roles for women over 40.

and Reese Witherspoon have used their production companies to anchor prestige TV hits like Big Little Lies, proving that audiences crave complex, multi-dimensional stories about women in midlife.

Historically, women over 40 have been largely absent from leading roles in film and television. According to a 2020 report by the Sundance Institute, women over 40 made up only 2% of leading roles in the top 100 films of 2019. When they did appear, they were often relegated to stereotypical roles such as the "doting mother," "caring wife," or "wise old crone." These roles reinforced the notion that women over 40 were no longer relevant, attractive, or desirable.