Captain Marvel: why female superheroes are not just for International Women's Day

The release date of Marvel’s first solo female superhero film was deliberately timed to coincide with International Women’s Day. But is this a celebration of women or a bit of a cynical ploy? International Women’s Day has become something of a media, cultural, and commercial event in recent years. This year, for example, alongside Captain Marvel, soap operas Emmerdale and Neighbours have announced special episodes with all-female cast and crew.

It’s a great marketing strategy, but the line between celebration and cynical cash-in is a fine one. Several commentators have criticised the commodification of IWD and the emphasis on projects such as these media launches over raising awareness of more serious issues affecting women globally.