Women STILL don't want to see bad movies any more than men do. All the movies you named are bad (and tired reboots). They're not bad because they're targeted towards women, they're bad because the directors and writers are hacks. Batman vs Superman and The Justice League were bad movies which were NOT targeted towards women. Why did Abrams choose that writer for "Rise" instead of someone with talent?
Iger made it clear in his book that it was HIS idea to rehash the OT instead of moving forward with the sequel trilogy. Granted, Lucas' choice to run Lucasfilms was Kennedy, but all the directors and writers have been men with no talent.
Leia was a feminist character but SW was written well. Arnold Schwarzenegger made it a point to always have strong women in his movies to appeal to female moviegoers which was rare at that time. His movies had a 50% female audience share which was rare for action flicks. Why leave 50% profit on the table? Similar story with James Cameron and even Ridley Scott with characters like Vasquez and Ripley in Aliens and Sarah Conners in Terminator.
There are plenty of feminist movies that have done well at the box office because there were talented people who made them: Thelma and Louise, Whale Rider, Nine to Five, The Color Purple, Bend It Like Beckham, Hidden Figure, The Handmaid's Tale, etc.
BTW, 90% consumers were always female. I used to be in advertising. The movie-going demographic is a bit different. SFX movies are very expensive to make and studios know they need to broaden their appeal to make a profit which means appealing internationally, and to both genders, wider age ranges, etc.
I read that Kennedy likes to hire directors based on how much profit their small budgeted movies made. That is probably part of the problem. I would hire based on how talented the director and writer are at telling a damned great story along with profit.
Iger and Kennedy think too much about profit instead of quality.
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