They do think it is a big summer movie and that's why they want to give it a great chance, but they don't want to go up against Spider-Man 2 or some of the other big movies, the $100 million films that are coming up.
The things women find rewarding about work are, by and large, the same things that men find rewarding and include both the inherent nature of the work and the social relationships.
Sometimes I eavesdrop on people. I could rationalize it - oh, this is good anthropological research for characters I'm writing - but it's basically just nosiness. It also helps me gauge where I'm at: Am I normal?