Film goers have been seeing the clips that caution about nudity and unnecessary violent scenes in the films. Male Chauvinism is another caution that has been included in the list of dangers in a film.
Certain films in Sweden have been issued with an ‘A’ certificate as they are insensitive towards female perspective. A guidance system named Bechdel Test that has been named after the US feminist Alison Bechdel checks to see whether two female actors talk on subjects that are not about men.
Ellen Tejle, the director of Bio Rio which is an art- house theatre in Sodermalm, a district in Stockholm, says that all the parts of Lord of the Rings Trilogy, Pulp fiction, Star Wars films, The Social Network and most of the Harry Potter films do not pass this test.
Bio Rio is among the four film theatres in Sweden that started the new rating earlier this month to show how very few film are able to pass the test. According to Tejle, many people visiting Bio Rio have welcomed this initiative.
The main objective of the rating is to promote films that have strong female characters and superheroes who take up impossible challenges. Many female characters in the movies are influenced by the roles of women in the society. The Film institute in Sweden which is funded by the state government is very supportive of this initiative. Sweden promises to lessen gender disparity and introducing ‘A’ rating for films depicting male chauvinism is a great step in that direction.
Swedish advertising agency is also keeping a watch on advertisements that depict women in poor light like dressing skimpily when not required and comes down heavily on such agencies. A project called as Equalisters has been trying to increase the number of women commentators in Swedish media using a Facebook page that has already got 100,000 followers. The project has expanded its roots to Finland, Italy and Norway. However, some believe that Sweden is stressing unduly on gender equality.