SELL IN G A F IL M
GENRES
We use genres to identify films is
because then it is easier to compare
and categorise them.
MY GENRE
WHY I LIKE IT?
• EASY TO WATCH
• RELAXING
• STATE OF THE ART CGI
• VEHICLE FOR DEEPER IDEAS AND CONCEPTS
A FEW OF MY FAVOURITES
ACTION + …
• MOST ACTION MOVIES
COMBINE WITH ANOTHER
GENRE TO WIDEN THE
TARGET DEMOGRAPHIC.
THE AUDIENCE
Understanding and targeting
audiences is key for a movie
these days.
Otherwise they won’t want to
watch the movie.
Action films are targeted at males as they are more interested in 'violent' films.
Films cater for this target audience by mainly using males as their main
characters. It is unusual for an action film to use a female lead role, but when they
do it is to combat the stereotype of females being weaker than males.
AUDIENCE THEORIES
Maslow’s Hierarchy of Needs
Maslow's theory is a triangle of what a human needs to
be happy.
This spans from basic needs to deep psychological
ideas.
Action movies and entertainment falls into the top tier.
This is because it helps inspire and make the audience
expose themselves to creative activities.
AUDIENCE PSYCHOGRAPHIC
Psychographic profiling refers to the study into personality, attitudes, values, lifestyles
and interests. By researching into an individual’s psychographic we are able to make a
generalization of what the individual will like and then group them with like-minded
people.
THEORIES
Young and Rubicam's 4C’s
Action Movies offer escapism and fantasy this feeds into Maslow's Hierarchy of needs
STRUGGLERS and EXPORERS they seek escapism
STRUGGLERS: Disorganized, typically only have mechanical and physical skills. Tend to
be heavy consumers of alcohol, junk food etc. Brand choice reflects impact and
sensation. SEEKS ESCAPE.
EXPLORERS: Energetic, search for new experiences and challenges. Brand choice reflects
difference and adventure, the first to try new brands. Typically young people. SEEKS
DISCOVERY.
CERTIFICATION
In order to protect children from unsuitable and even harmful content
in films and videos and to give consumers information they might need
about a particular film or video before deciding whether or not to view
it, the BBFC examines and age rates films and videos before they are
released.
CERTIFICATION
U: – this means that the film is suitable for all, therefore there will not be little to none
violence and there will be no horror, jump scares, etc, these films will generally be
cartoons meant for adolescents etc.
PG: – this is parental guidance which means that there is a little violence but nothing
extreme like death and these films are suitable for children with adult supervision.
12A:- these are films that are suitable for the ages 12 and above; therefore these
movies are suitable for the early teenagers and therefore can contain a little more
violence than others.
15:- these are films that are suitable for teenagers above the ages of 15 and these
films do contain some deaths, but no extreme deaths, therefore there will not be any
blood and gore.
18:- this is the last category for the films to be categorized in, and these films have
extreme violence, blood and gore, nudity, sex etc. there films therefore are only
appropriate for adults.
WHO LIKES ACTION?
The penultimate group are action-packed genres in which interest grows and then
declines with age. Both action and sci-fi movies are enjoyed most by young adults and
least by the very oldest and youngest audience members.
PEER TARGETING
Action films are targeted at males as they are more interested in ‘violent’
films. Films cater for this target audience by mainly using males as their
main characters. It is unusual for an action film to use a female lead role,
but when they do it is to combat the stereotype of females being weaker
than males. The age that action films target is approximately 15-40.
Teenagers love the adrenaline burst they get from watching action films and
this often continues into adulthood.
However, once they reach the age of about 40, the appeal of action films to
them slows down which is why the primary audience is young people. It is
mainly White audiences that watch action films, which is why some action
films use strong black characters in order to encourage more black
audience members.
AUDIENCE POSITIONING
Each media text that is created is constructed to place the audience in a
particular position in relation to the text. It concerns the relationship between
the text and the responses that the audience will have to that text.
Each media text that is created is constructed to place the audience in a
particular position in relation to the text. It concerns the relationship between
the text and the responses that the audience will have to that text. The text
will be encoded with messages and signs throughout that the audience will
have to decode. Different audiences will decode the messages in different
ways, causing them to have different views and opinions on that text.
AUDIENCE REACTION
This can cause the audience to react in different ways to the text.
Sometimes it can positive, negative or controversial.
Camera shots and angles are used to place the audience in a particular position. e.g. a
close up in an emotional situation will help the audience feel that emotional connection
and encourage them to be sympathetic to the character.
Language and mode of address - Slang language in teen magazines position the audience
as a part of the magazine. They make them feel involved due to direct and informal mode
of address and use of specialist lenses.
Formal language and mode of address used by high quality newspapers positions the
audience differently. It makes them feel superior and valid as a reader - the expectation is
that they want to be informed.
STUART HALL’S THEORY
Accepted that audiences were active not passive(audience that does not engage actively with
the text. Likely to accept the preferred meaning of the text without challenge. Mostly directed
affected by the messages contained within the text.) He suggested that there were three main
ways in which an audience may respond to a media text:
Preferred Reading - This is when audiences respond to the product the way the media
producers want/expect them to.
Negotiated Reading - This is when a member of the audience partly agrees with part of the
product.
Opposition Reading - This is when the audience are in complete disagreement with the
product's message or setting.
HOW TO EFFECT THE READING
Many factors could affect whether the audience take the Preferred, Opposition or
Negotiated reading.
• Age
• Beliefs
• Culture
• Gender
• Life experience
• Mood at the time of viewing
READINGS- SPIDERMAN
Preferred Reading:
This will be seen by the younger audience (Adolescence). They will
enjoy the media because it is aimed for them. They will think that
Spider man is a funny animated movie, with appropriate slap stick
comedy.
The themes and
Negotiated story arch of the narrative will be understandable.
Reading:
The Negotiated reading is that the audience will enjoy parts of the
movie but they will feel like some of the jokes and action scenes are
aimed for them. This is most likely the audience that are just leaving
the demographic range
Opposed Reading:
This demographic will find the narrative hard to follow. They will require more from
the narrative. This audience are not the intended demographic and in this case are
likely to be older people. They will probably find the animation hard to follow and
won't like the action.
READINGS- STAR WARS
Preferred Reading:
Star Wars is a franchise which means that there are fans that enjoy the
narrative. However these movies have been targeted audience at a
younger demographic and hopefully showing more light to the franchise.
This movies intentions will be to include more fans into the franchise and
gain more revenue.
Negotiated Reading:
This reading will effect the audience in certain ways. With the certain
parts of the story arc. However felt that some of the narratives decisions
would not have been made if the previous writers had control of the
Opposed Reading: script.
This reading will come from the die hard fans that love the franchise but feel that it does not
follow the old characters attributes. This is less of a demographic and more of a fan
audience. In some ways they will feel that this story line downgrades the franchise.
READING- MARS NEEDS MOMS
Preferred Reading:
The audience would have felt that this film gives off a positive message and it
aimed at their target audience.
In addition it also has a refreshing narrative that conveys a positive message
to the viewers.
The film captivates the audience by using the imagination of the viewers in
the target demographic.
Negotiated Reading:
This type of reading will have the walk away opinion that the movie was
okay. It is likely that they had the impression that they were the wrong
demographic because they did not connect with the movie quite as well as
they could of.
Opposed Reading:
This audience found this film poorly animated and dispassionate. The script writing was
hard to follow. It was neither engaging or relatable to the target demographic (Kids). The
movie had poor star appeal.
SUB-GENRES
Sub-genres are very important to the industry because it is a good way in which audiences
can watch movies they like down to the type of action within the action genre. It also
helps the director in knowing what time of film to shoot in terms of the codes and
conventions.
For example a Superhero-Action will make the director think about the angles that he
uses so then he can present the superhero in a particular way using empowering angles.
However in a Spy-Action the director would have to use more gimbal shots during the
chase scenes.
EXAMPLES
Spy Movies: A hallmark of the genre is that a spy or other undercover professional finds
themselves on a secret mission, usually behind enemy lines, and armed with an array of special
equipment and gadgets. (James Bond, Salt, Mission: Impossible)
Disaster Movies: Often with crossovers into sci-fi and thriller genres, disaster films center their
story around a disaster, usually natural but it can be artificial. The disaster itself can be on a
global level (Armageddon, Knowing, The Day After Tomorrow) or extremely localized, imposing
peril on only the central characters. (Poseidon, Towering Inferno)
Superhero Movies: One of the highest grossing of any movie genre in current times, superhero
movies feature one or more characters who have supernatural abilities and do battle with
similarly-powered antagonists. The majority of superhero movies – though not all – are derived
from comic book source material. (The Dark Knight Trilogy, Hancock, Superman)
EXAMPLES
Thriller Movies: ‘Thriller’ is a relatively nebulous term that can be used in
conjunction with crime, mystery, horror and even sci-fi genres but typically involves a
race-against-time or similarly high stakes plot device. Straight action thrillers include
notable titles such as Die Hard, Lethal Weapon and The Bourne Franchise.
Martial Arts Movies: Also referred to as ‘Kung Fu movies’, the primary focus of
martial arts movies is the physical fight scenes peppered throughout the film. Actors
typically come from a martial arts background, or are highly trained before production.
(Enter the Dragon, Drunken Master, Mortal Kombat, The Karate Kid)
Video Game Movies: Screenplays which have been adapted from popular video
games can fall into any genre depending on the source material, but for the most part
they can be considered as action movies. (Resident Evil, Tomb Raider, Prince of
Persia)
THANKS FOR WATCHING
BY OLIVER ELLIS