
YOU’VE got to admit, there’s something about Betty White. At 88, she’s at an age when getting out of bed must be murder, but there she is getting tackled to the ground in an ad for Snickers.
And that’s not all. Far from it. In the past few weeks, White has sat on late-night talk show couches, given Saturday Night Live a boost as guest host and provided US TV its highest-rated program with her new sitcom, Hot in Cleveland.
The White factor officially went into overdrive when rumours of nude photos of the former Golden Girl with her late husband began to surface. How could we turn away? With her tangle of laugh lines, marshmallow cheeks and soft helmet of silver hair, White is about as provocative as a Persian cat. What’s more, she seems to be spearheading something of a renaissance of the over-60s in Hollywood.
While the ever-hapless Lindsay Lohan tries to shake off her ”box-office poison” tag (and that alcohol monitoring anklet), and Amanda Bynes twitters her retirement from show business at the ripe old age of 24, the well-preserved but doggedly natural Meryl Streep continues to defy stereotypes at 61 with bona fide hits such as Mamma Mia and It’s Complicated.
Meanwhile, Streep’s contemporary, the delightfully dour Diane Keaton, is being courted by TV moguls, and offered a tidy sum, to play the lead in an upcoming television series, despite (or in spite of) her 64 years. Julie Christie, Dame Judy Dench and Helen Mirren have long held their own, and held their heads high, in a notoriously fickle industry.
Add to this the peculiar rise of the blue rinse among a trendy young set (think Kelly Osbourne, Pixie Geldof and 13-year-old fashion blogger Tavi Gevinson), and it’s little wonder that whispers of an age-beauty rethink have been getting louder.
According to a recent New York Times article, the Botoxed-to-the-max brigade is experiencing something of a backlash in La-La Land. ”Filmmakers and casting executives are beginning to re-examine Hollywood’s attitude towards … Botox, collagen-injected lips and all manner of plastic surgery,” writes columnist Laura Holson with barely disguised glee.
This is no hyperbole. Climbing on board is one of Hollywood’s biggest names. Walt Disney did what only recently would have been unthinkable when it put the kibosh on female extras with fake breasts during casting calls for the next instalment of the blockbuster Pirates of the Caribbean franchise.
Of course, reinstating realism and reviving the dying art of expressing emotion on the big screen are both long overdue, but what else can be read from such a shift? Is Hollywood simply running out of ideas? Or can it be that its love affair with the real mature-aged woman is a true reflection of society’s changing attitudes?
There’s little doubt that we are an ageing population, but why are mature-aged women, in particular, now within Hollywood’s line of sight?
Online trend tracker brandchannel.com reports that this year the largest demographic in the US will be women aged between 40 and 64. We’re talking here of educated, cashed-up women, many of whom enjoy time-out from their busy lives going to the movies. A new Motion Picture Association of America report found that women bought the majority (55 per cent) of movie tickets in 2009. This spanned all age brackets, including the twilight years.
See how swapping the overly gorgeous and youthful ingenue for a more comely older version suddenly starts looking like the business decision of the year?
In courting the almighty dollar, the media, advertising and Hollywood have long kept women in a perpetual state of self-dissatisfaction. Yes, they provided role models we could emulate, but only after we submitted to a fair bit of remodelling ourselves.
Is it any great surprise, then, that women of a certain age and disposable income are now demanding leading ladies with lives, experiences and crow’s feet that reflect their own?
Thanks to the likes of White, Streep and Keaton, the dark cloud of ageism does have a silver lining, after all. Recycled or not, White’s success certainly makes her one savvy operator. Having endured relative obscurity in her more than 60-year career, here’s hoping she lives long enough to enjoy a little overexposure. Those nude pics notwithstanding.
Thanks The Age.

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