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AREYOUSCARED?GenreTheoryandAudienceEngagementinHorrorCinema

KatAlbrecht

METHODSANDDATA

REFERENCES

ABSTRACT

CONTACT

.

KatAlbrechtUniversityofMinnesotaSociologyEmail:Albre257@umn.eduThankyoutotheUROPProgramforfundingthisresearch.ThanksalsofortheunwaveringsupportofDr.RobertSilbermanonthisforayintohorror.

Horrorfilmsareconspicuouslyabsentfromthelistofthetop-grossingfilmsinHollywoodhistory.In2013,forexample,onlyoneofthetopfiCyfilmswasmarketedasahorrorfilm.ThisprojectexploresafewbasicquesAons:first,Itrytodefinewhatmakesahorrorfilmahorrorfilm.Second,Itrytoparseoutwhythatmaoers,andtowhom.TheresearchaddressingthefirstquesAonusesgenretheorytohelpidenAfyintersecAonsbetweenhorror,comedy,thrillers,andmoreextremetorturefilms.Thesecondpartofmyprojectconcernsaudiences,andexaminesadverAsements,markeAng,andtheatricaltrailers.Iarguethatfilmmakerspitchdifferenttypesofhorrorfilmsindifferentways,basedontheintendedaudience,andthatthedifferentmarkeAngtacAcscanbeanalyzedbyconsideringdifferentnarraAvestodescribeaudienceengagementinadverAsingcampaigns.DrawinguponprintadverAsements,theatricaltrailers,scholarlyliterature,andempiricalstaAsAcs,Ianalyzepairsoffilmsintheextremehorror,horrorthriller,andcomedyhorrorcategories.

•  AdverAsingcampaignsprecedeconsumercommitmenttogoingtothetheatre

•  WhilegenreandactorsdriveexpectaAons,

themediaandadverAsingcampaignpackageit(Finsterwalderet.al2012)

•  Trailersareespeciallysalientbecausethey•  Previewactualpartsofthefilm•  Arewidely•  Mayormaynotengageaudiencesdirectly

Thisstudyusedsixprimaryfilmicsourcespairedbyageandgenre:•  ShuoerIslandandSilenceoftheLambs•  CabinintheWoodsandScream•  HostelandCannibalHolocaustIalsoaugmentedthesesourceswithothertypesofdataallowingmetodiscussadverAsing,engagement,andpercepAon•  ScholarlyarAcles•  CinemaActrailers•  BoxofficestaAsAcsandaoendance•  Printandotherformsofmedia

adverAsement

TargetAudience

Finsterwalder, Jörg, Volker G. Kuppelwieser, and Matthew de Villiers. "The effects of film trailers on shaping consumer expectations in the entertainment industry—A qualitative analysis." Journal of Retailing and Consumer Services 19.6 (2012): 589-595.

Stacey, Jackie. "Star gazing." Hollywood Cinema and Female Spectatorship. London/New York (1994). Stokes, Melvyn, and Richard Maltby. Identifying Hollywood's audiences: cultural identity and the movies. British Film Institute Publishing,

(1999).

Genre Intersectionality and Audience Engagement

WHATISAHORRORFILM?THEPOWEROFADVERTISINGWHO’SWATCHING

Horrorfilmsaregenerallydirectedtowardyoungmen.BothindustryandacademicworkassumethatenjoyinghorrorfilmisamasculinecharacterisAcratherthanafeminineone.Thisisnotthecase.Atsomenotablehorrorfilms(likeScream,Saw2,SilenceoftheLambs)theaudiencewas~50%female(StokesandMaltby1999).Stacey(1994)foundanotherreasonthatwomenmightbeunderrepresentedinthetheaters;theyarewatchingfromhome.Sheproposesthatwhilethecinemaaudienceisyoungandmale,theoverallaudienceisolderandmorefemale.

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Hostel Cabin in the Woods Shutter Island

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