Genre means type or kind

It groups films together so that they can be

distinguished from one another

Genres identify key elements that are shared

within a group of films

The key elements of genre can be connected

to:

Character

Props

Themes

Narrative

Settings

The use of these elements allow a genre to

be:

Recognisable

Predictable

Expectation of enjoyment

This allows the viewers/audience to enjoy

the film they have chosen to see due to

genre

They act as a basic framework and offer

consistency within a group of films

They are not used in the same way every

time

Conventions develop and mutate with time

Genre conventions can be used in a

straightforward/traditional manner or they

can parody or spoof them

They can also subvert the viewer’s

expectations of generic conventions

They need to experience both familiarity and

difference within the films they see

If a genre film is to be successful, it needs to

acknowledge both of these demands

Audiences need to see developments in the

way genre elements are presented to them

Genre has to develop and adapt the way they

use the conventions

They may even use conventions sub-

consciously to acknowledge the viewer’s

understanding of a particular genre

The time in which a film is produced will

influence the way in which its conventions

are used

The attitudes of society and the ideas that

come from this will change the way in which

genre conventions are used

Within main genres, there are smaller groups

or sub-genres

These films share the basic conventions of

the larger genre

They also have their own set of specific

conventions

The Horror Genre:

Vampire Films

Slasher Films

Zombie Films

Demonic Possession Films

Ghosts and Poltergeist Films

They often have core audiences

These audiences are fully aware of the

conventions that should and will be used

Genre can be used by Producers to secure a

good financial return on a film

A genre film becomes established through a

Producers attempts to generate box-office

attendance

If a first example of a particular style or type

of film was unsuccessful, then it would be

unlikely that the genre would continue to

exist

They have a set of recognisable and

predictable elements

They can be considered as a genre in their

own right

Usually have; huge budgets, big-name stars,

universal themes, huge action sequences and

massive publicity

Work in pairs to create a case study on a

genre of your choice (again a film that

doesn’t exist already)

What are the genre conventions that you

would use?

What stars would be considered for this

genre?

Does it have sub-genres?

How would society see this genre?

It is one of the oldest genre in film, majority

of silent cinema being comedy

Typically has a happy ending, has light-

hearted stories, though can comment on

politics and society

Typical star; Charlie Chaplin, Jim Carrey, Will

Ferrell, Gene Wilder, Buster Keaton, Steve

Martin, Liz Hurley, Elizabeth Banks, Meryl

Streep, Whoopi Goldberg

Horror deals with an audiences fear of the

unknown

This can range from the supernatural to

serial killers

Typical star; Christopher Lee, Boris Karloff,

Bruce Campbell, Peter Cushing, Bela Lugosi,

Jamie Lee Curtis, Janet Leigh, Sigourney

Weaver

This is a genre where the central plot of a

film revolves around the romance between

the two main protagonists

Can also be referred to as the ‘Chick Flick’

Typical star; Richard Gere, Clark Gable,

Marilyn Monroe, Colin Firth, Hugh Grant,

Doris Day, Katherine Hepburn, Liz Taylor

These are films that have used two or more

genre conventions to target the widest

possible audiences

It allows the producers to reach fans of more

than one genre, therefore securing a bigger

film audience

Also known as the ‘RomCom’

Focuses on humorous plotlines, with a

central plot on romance

Typical star; Hugh Grant, Colin Firth,

Katherine Heigl, Jennifer Aniston, George

Clooney, Renee Zellweger

A star has the characteristics that elevate

them above a ‘mere’ actor

A film star can be seen as a product

themselves – seen as something that can be

sold

New media technologies mean that both a

film and film stars can be promoted in more

ways than ever

Do they have global appeal?

Can this actor ‘open’ a film?

Do they offer the producers and investors

financial security?

Do they generate press interest?

Do they have media interest in both their life

and career?

Are they associated with particular types of

roles or genre of film?

Can the audience identify with the star and

characters that they normally portray?

In pairs, list five films you have liked that has

at least one very famous actor in it

Now list five films you have enjoyed that

have actors you had not recognised in

advance

Which list was easier to write?

Is there a pattern of genres appearing?

Why do you think stars are important

1. To audiences?

2. To producers?

Is the star of a film more important

…than the genre?

… than a franchise?

…than awards?

…than critical praise?

Why do you think stars are important

1. To audiences?

2. To producers?

Is the star of a film more important

…than the genre?

… than a franchise?

…than awards?

…than critical praise?

Stars are an essential part of the marketing

and promotion of a film

Producers will make sure that the star is at

the front of any marketing strategy

They will give press and TV interviews and

attend premieres, post-production of a film

A star has a dual existence: within films and

within the media

The idea of a star as a blank canvas onto

which the audience can put their

hopes/aspirations onto, remains part of the

star/viewer dynamic

If a star has made their name in a certain

genre or role, expectations are established

and audiences might not respond well if they

are not met

Unlike the Hollywood Golden Age, stars are

not controlled by studios

Stars have more choice and potential control

over what films they do

Today’s stars might have their own

production company or take on the role of

producer or executive producer

Coen Brothers – Mike Zoss Productions

Steve Coogan – Baby Cow Productions

Tom Cruise – Cruise/Wagner Productions

Drew Barrymore – Flower Films

• How does the public perception of the star relate to the film? Are they reinforced or contradicted?

• How is the image of the star used to create meaning for the film?

• What part does the star play in creating the poster’s meaning?

Never Let Me Go was a British

box-office failure, though had

fairly good reviews.

What went wrong with the

marketing?

Genre?

What is consistent about the star image

across the following marketing campaignS?

Make a list of the qualities that are consistent across Johnny Depp

performances in different films

What are the ways in which the star persona of Depp attracts

audiences?

How does the internet work to amplify audience connections with

Depp’s star image?

Why, in your opinion, was Mortdecai a box-office failure despite its

star?

Create a case study of 1 actor using 2 or

more contrasting films – one that was

successful and one flop.

Consider why -

Marketing

Star’s personal issues

Star’s popularity

Genre

Placement / distribution

Target market