According to Steven Sailor:
A couple of decades ago, I began noticing that the leading lady in a movie was almost always fairer-skinned than her leading man.Sailor points out the scientific fact that women are indeed the "fairer sex" and that men seem programmed to prefer lighter women.
It appears filmmakers and their audiences subconsciously associate lightness of complexion with femininity. Yet, nobody ever seems to talk about it.
Medieval Europeans referred to women as "the fair sex," but in contemporary discourse, skin color is associated only with race, not with sex.
We don't behave like that, however. You may have wondered, for example, why Nicole Kidman seems to have a film coming out every few months. She starred with Sean Penn in The Interpreter in April, will be in Bewitched with Will Ferrell on June 24th, and is slated to be in five more movies scheduled to come out over the next year and a half. Yet, the only film she was ever in that earned $100 million at the domestic box office was Batman Forever a decade ago.
Kidman is a perfectly adequate actress. But one reason she works so much is because of her extraordinarily light complexion. A producer can hire her knowing that no matter which actor he signs to play opposite her, she will be fairer than him.
In 21st Century Hollywood, surprisingly enough, skin tone seems to matter more than height in pairing romantic leads. Kidman is 5'10.5," which you might think would cause casting problems, but that doesn't keep her from working nonstop. She is considerably taller than many popular actors, including her ex-husband Tom Cruise, with whom she made three movies.
Audiences famously want their leading men to look "tall, dark, and handsome" (a phrase first applied to that epitome of male glamour, Cary Grant) when they embrace their leading ladies. But, apparently, "dark" is even more important than "tall."
My impression is that female fans are more insistent than male fans that their favorite actresses be fair. Conversely, male fans don't much like pale actors, as Jude Law's problems shedding the dreaded "pretty boy" tag demonstrate.
While black actors like Will Smith can reach superstar status, it's much harder for black actresses, especially ones darker than the half-white Halle Berry, to win massive popularity. For example, in his hit romantic comedy Hitch, Smith was teamed with a fairly obscure Latina actress rather than a black one.
I've always noticed that redhead generally, particularly male redheads are comics and comedians, but not romantic lead. The only pale redheaded actor who managed to play against type is David Caruso, who has not had an exactly first rate movie career.

