Because I’d never heard about this before and now that I have I cannot stop applying it whenever I am confronted with a movie preview: The Bechdel test:

To get an A rating, a movie must pass the so-called Bechdel test, which means it must have at least two named female characters who talk to each other about something other than a man.

And of course, a reminder:

“There are far too many films that pass the Bechdel test that don’t help at all in making society more equal or better, and lots of films that don’t pass the test but are fantastic at those things,” said Swedish film critic Hynek Pallas.

via Swedish cinemas take aim at gender bias with Bechdel test rating | World news | theguardian.com.

As an advertizement strategy, it’s pretty awesome.  At first, I’d say that it shouldn’t be put in a position to shut out movies that don’t fit, though, it couldn’t do worse than any current rating system.