Firstly, I like the way Happel and Esposito summarise the production of Twilight…
“The movie Twilight, directed by Catherin Hardwicke and produced by Summit Entertainment, was released in November of 2008. The screenplay was based in the 2005 novel of the same name, which was the first of four novels in a series written by Stephanie Meyer. Meyer’s book series has sold more than 42 million copies worldwide, and it has been translated into 37 languages. The novel was adapted for the screen by Melissa Rosenburg in 2007. The popularity of the book series led to the overwhelmingly positive reception of the film. Following the books, the film was an immediate success; it grossed 70.5 million dollars on its opening weekend, and has since grossed over 310 million in box office sales (http://en.wikipedia.org/wiki/Twilight (2008 film)).
The film has been very popular with young adults, and it has been marketed heavily to preteens and teenagers. Besides the usual movie marketing strategies, the marketers of Twilight invested heavily in online marketing that specifically targeted young adults. The advertising for Twilight was Web savvy, and it included easily accessible trailers of the movie, along with advertisements in heavily trafficked young adult online spaces such as Myspace, I-tunes stores, Facebook, and YouTube. The age-specific marketing strategies, along with the popularity of the book series, have facilitated the tremendous popularity of the film. Indicative of its popularity among young adults, the film was nominated for seven MTV movie awards and won five of the awards in June of 2009. Given the film’s popularity, and also its spawn of material goods and related products, we view the film as an important part of youth’s lives and, thus, a site in need of critique. We need to [-p.525] understand the ways the film speaks to, for, and about youth. It is for these reasons we have chosen to review the film. We argue that, although this movie works to interrupt some stereotypical notions of gender, overall, it sexualizes violence. We see the movie as one way in which young girls are taught to romanticize sexualized violence and, as feminists within the field of Education, we believe it is vital for those of us working with youth to critically engage patriarchal messages being sold to young girls.” (pp.524-525)
Also, their framing of Twilight in terms of postfeminism is interesting. It’s only a short article and they don’t get into any deep criticism, but still …. Their criticism of the film is based largely on what they describe as its postfeminist representation of Bella as having the right to choose any kind of relationship, even a dangerous or violent one; they explain:
“Twilight’s main theme, Bella’s love for a boy who wants to kill her, sexualizes violence. Throughout the movie, Edward warns Bella about the dangers of being around both him and his family, yet she continues to put her life in jeopardy because of her love for him. The movie is consistently sensual, and the eroticism seems to be heightened during scenes involving violence. Bella’s body language during violent scenes throughout the movie is noticeably sexual; she often appears breathing heavily with her mouth open and her cheeks flushed. Also, the movie suggests that there is a correlation between her love for Edward, and how dangerous he is to her. This sexualization of violence is related to postfeminism in that postfeminism claims that women have the power and agency to choose any kind of relationship for themselves, even relationships that have the potential for danger and/or violence. Postfeminism’s insistence on individualism and assumed equality is the foundation for the audience to view Bella’s relationship with Edward as an innocuous choice that does not need to be contextualized in histories of violence against women. This ahistorical and decontextualized presentation of sexualized violence through the employment of postfeminism actually serves to uphold and perpetuate patriarchal [-p.530] (and highly dangerous) notions about love, sexuality, and gender roles. Because postfeminism assumes that women have already fought for equality and won, Bella’s choice to be with Edward is seen as a personal choice that was made autonomously, and therefore should be respected and not challenged.” (pp.529-530)
“Like Belle in Disney’s Beauty and the Beast, the [Rihanna being beaten up by Chris Brown] incident encourages girls to help tame their beast, to make him into a better man. We believe Twilight encourages a similar message.” (p.530)
Ref: (emphases in blue bold, mine) Alison Happel & Jennifer Esposito (2010): Vampires, Vixens, and Feminists: An Analysis of Twilight, Educational Studies, 46:5, 524-531