Film promotion contagion

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about the techniques used to influence opinion LO: how to understand genre and marketing

FILM PROMOTION

Film genre is a concept that involves a process of categorisation and labelling of easily recognisable conventions that exist in any particular set of films

It is used by both film producing/distributing institutions and audiences

WHAT IS GENRE?

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about the techniques used to influence opinion LO: how to understand genre and marketing

LET’S DECONSTRUCT

THIS

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about the techniques used to influence opinion LO: how to understand genre and marketing

HOW DOES THIS ADD TO

THE MARKETING

OF THE FILM?

Film producers use genre as a means of minimising the economic risk in making films

Film distributors/exhibitors use genre as a means of advertising and promoting films

Both depend upon audiences’ foreknowledge and past experience

GENRE & INSTITUTIONS

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

Audiences use genre to give them predictable pleasures when consuming/watching a film

Audiences have certain expectations of genre films

Audiences expect genre films to involve innovation, inflection/subversion of the generic conventions

GENRE & AUDIENCE

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

A film genre is defined by its conventions

These conventions must be present to make a film a genre film but should involve some aspect of innovation, subversion and/or inflection (otherwise it becomes a formula film)

Mise-en-scene/ SettingVisual style

ThemesIdeology

StarsCharacter-types (including stereotypes)

Narratives)Iconography

CinematographySpecial effectsSound/music

Function

Generic conventions will vary from genre to genre but will usually involve such areas of

repetition as:

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing

FO: Understanding, analysing, synthesising and evaluatingTo help me develop an informed view, I am learning about: the techniques used to influence opinion LO: how to understand genre and marketing