Re: Ghostbusters 3
from the article:
"if you say, women can’t be Ghostbusters, or The Doctor, or James Bond, you might really be saying, “These are my toys, go play with your own.”
It most definitely IS a gimmick.
Because the creators of those characters decided that the character was MALE. If he had wanted that person to be female, he would have.
The gimmick is "I'm going to put a different product in an existing package"
I can slap an apple on this:

but that don't make it an iPad
which begs the question... then why not create your own character?
"...the sad reality of present-day Hollywood is that it’s easier to make a movie if you have some pre-existing material to build off of."
and his answer is Established brands with Established audiences.
He as much as admits in his own article, the only way ANYONE would watch these items is because they are already attached to ESTABLISHED PROPERTIES.
If they weren't, they would most like fail.
They're not remaking it. They are fundamentally changing the nature of it, then slapping a recognized Label on it to put butts in seats. Because at the end of the day I didn't see anybody asking for a movie with 4 women characters who go looking for the supernatural, and it's a comedy. I saw people asking for a Ghostbusters 3 film.
If the movie was announced exactly as is, and it was called
Supernatural Trapper Ladies no one would give a whiff.
He can dress it up in semantics anyway he would like, but it's a gimmick. A marketing gimmick.
The only reason anyone is talking about a movie staring these 4 women, that doesn't start shooting until this summer, is because they slapped the label Ghostbusters on it.