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Mission Statement
IN THE TRENCHES PRODUCTIONS strives to change the way the media views and utilizes women over 40 through its films and advocacy arm.
Our Vision
IN THE TRENCHES PRODUCTIONS. is a development and production company made up of female writers, producers and actresses who made a darn good living at it 'til they made the ultimate Hollywood faux pas and turned 40. Not quite ready to retire, we decided to combine our 200 years of experience and connections in the entertainment industry and dream a new dream.
Our dream is to produce high quality movies with a sense of artistry, relevance and integrity that have women over 40 as central and strong characters. We believe this is the most effective way to creative change for women within the entertainment community and the rest of the world.The entertainment industry is obsessed with youth and that has had a profound effect in shaping how society views women over 40.
However, ours is a dream grounded in the simple truth that women over 40 have tremendous power in our world today. It is not an easy task to convince movie studio moguls, network executives and advertisers that it makes financial sense to address the needs of the mature female market but IN THE TRENCHES PRODUCTIONS remains passionate and committed to proving that fact and changing the way the media views and utilizes women over 40 through its movies and advocacy arm.
Combine "Girl Power" and "Boomer Power" and you've got "Women over 40 Power!"
- "Picture if
you will, a slice of America. Not a thin slice. A substantial
one. One of every 13 people in this country. Add them together
and you get 39.8 million. Each of these is a woman and
each of these is a baby boomer." Carol Orsborn, Ph.D.,The Silver Pearl: Our Generation's Journey to Wisdom By Tim Miejan December 2005
- "50 % OF ALL WOMEN
IN THE U.S. ARE 35 AND OLDER. Grey Advertising Research, 1997
- "Women's collective
buying power is greater than the economy of Japan." Bermuda Sun 9/29/03
- "Women control 83%
of purchasing power in America today." Business Women's Network 2003
- "By 2010, women between
the ages of 40 and 64 will be the largest age group in
the country and will be at the height of their earning
power." Invisible Women Documentary 2006
- "People who are 50
to 60 control $1 trillion of spending power per year." For Mature Audiences by Mary Tannen New York Times Magazine, 2006
- "Nearly half of the
US population is over the age of 40." Ageism in Hollywood by Clem Boyd and Roberta Rand
- "76 MILLION BABY
BOOMERS (Men and Women, born 1946-1964) ACCOUNT FOR MORE
THAN 1/3 OF THE CONSUMER MARKET and 1/2 OF THE NATIONAL
WEALTH. This is a generation that, because of sheer size,
has been a marketing phenomenon all along and will continue
to redefine marketing in this society." Tom Robbins,
V.P. Foote, Cone & Belding Advertising
- "The over 40 movie
going audience has doubled in the last five years." Joe Roth, Chairman of Walt Disney Studios 1996
- "35% OF THE POPULATION
ARE 50 AND OVER 50 + HAVE 57% OF THE NATIONAL WEALTH
77% OF THE SPENDING IN THIS COUNTRY IS DONE BY 50 +" Yankelovich Research
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