Table 1.

Frequencies of codes in response to women’s ‘thoughts about the film’

Theme	Code	Proportion %(n)	Sample response
Neutral	No strong opinion either way	1.5% (16)	“I had mixed emotions. First, I felt very empowered and very proud of my body and what it can do...but I also feel like I’m doing something wrong when I have negative feelings about my body, which is part of life. I’m not perfect and it is hard to be body positive all the time especially when your body doesn’t do what you want it to.”
Negative	Expresses some concerns about content	1.1% (12)	“Sharing the fact that models eat cotton balls and all have eating disorders is sensationalizing” “It was confronting as a person who has an eating disorder”
Enjoy	Loved the film	46.4% (510)	“I thought it was a good movie” “I thought it was totally 100% awesome”
Awareness	Disturbing to know that women feel this way	5.2% (57)	“Was very confronting but really struck a chord with me.” “It was sad to see and hear how many women view themselves and wonderful to see those embracing who they are.”
	Importance of the message being out there to increase awareness of the issue and start conversations	28.8% (317)	“Important message about how we women are told, constantly, insistently, and insidiously, how our bodies are never good enough, ….” “Very positive, changing, inspirational, well done so that even though there [are] sad moments it’s funny and happy too. After my friends and I saw it we wanted to keep talking about it and also I encouraged a lot of other female friends to see it”
Personal Importance	Feeling of not being alone	9% (99)	“It was enlightening to know most women all feel the same about their bodies.” “It was like I’m not the only one to feel like this.”
	Assisted body acceptance/body appreciation	7.9% (87)	“I love it and it inspired me to change my life and view of my body. That momentum is still going months later.”
	Emotional response - Felt moved inspired, empowered and motivated to make change	40.8% (448)	“Impactful, inspirational, emotional” “Very empowering” “Powerful and relieving. I felt that I was ok to be me for once in my life.” “It was so moving to me as a woman who has fought with my own body image throughout my life, and has watched so many women close to me struggle. Now that I’m the mom of a pre-teen daughter, this message is especially timely. I’m so glad I saw it with her at just this moment in her life, when she was beginning to hate her body-- after the show, she told me that the film CHANGED her LIFE, that it gave her a whole new perspective on body image. ... The tickets to the screening might have been the best money I ever spent.”