Genre and Stars

GENRE – LESSON 1

What is Genre? 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

Key elements of Genre 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

Genre Conventions 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

Genre Audience 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

How Genres can Change? 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

Sub-Genres 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

An Example The Horror Genre: Vampire Films Slasher Films Zombie Films Demonic Possession Films Ghosts and Poltergeist Films

Sub-Genres They often have core audiences These audiences are fully aware of the conventions that should and will be used

Producers 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

Blockbusters 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

Task 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?

Comedy 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 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

Romance 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

Hybrid Genres 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

Romantic Comedy 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

STARS – lesson 2

What is a Star? 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

Questions you may Consider 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?

TASK 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?

The importance of Star Images Why do you think stars are important To audiences? To producers? Is the star of a film more important …than the genre? … than a franchise? …than awards? …than critical praise?

The importance of Star Images Why do you think stars are important To audiences? To producers? Is the star of a film more important …than the genre? … than a franchise? …than awards? …than critical praise?

Star Promotion 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

Contemporary Hollywood 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

examples 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 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?

STARS – lesson 3

Stars – Case Studies : Johnny DEPP What is consistent about the star image across the following marketing campaignS?

Tasks 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?

HOMEWORK 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