Women are more willing to pay more for a product, they are more brand conscious, but less brand loyal. And who are you marketing a bang-bang, shoot-shoot movie to? If the woman is choosing the theater and where to sit and what to watch on TV, well, you need to think about that.
Companies have recognized these consumers are frustrated with how come this brand doesn't talk to me. How come they don't speak my language? Why are they only talking to the younger generation?
It's not so much that the brand as we know it is dead, but the way it's communicated has changed.