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Why is a movie starring women considered a gimmick and a movie starring men is just a normal movie?

Paul Feig
Men, Gimmicks, Normal
"Paul Feig explains his vision for a female-led 'Ghostbusters'". Interview with Esther Zuckerman, www.ew.com. October 8, 2014.
Why is a movie starring women considered a gimmick and a movie starring men is just a normal movie?