From Wales to Hollywood: Chosen Film Posters- Genre theory

Genre theory is a critical tool used in analysing the conventions and patterns in the media, categorising diverse media texts into recognisable groups.
These groups reproduce certain consistent features and are defined by specific codes and conventions.
Genres could be a variety of forms inclusive of - but not limited to - drama, sci-fi, thriller, romantic comedy, etc.
The conventions of a genre are drawn from various elements like narrative structure, character types, iconography, setting, and visual style.

The genre of a film is often communicated through its poster. The poster becomes a marketing tool to attract an audience familiar with that genre.
Certain elements of a film poster such as colour palette, typography, imagery, and iconography, help establish the genre.
Communication of the film’s genre through the poster can shape audience expectations and appeal to specific target demographics.

Understanding genre theory can help in dissecting and comprehending the visual codes and conventions present in film posters.
Applying genre theory to a horror movie poster, one might identify conventions like dark colour palette, distressed typography, frightening iconography, etc.
Using genre theory for a romantic comedy poster, identifiable conventions might include bright colour theme, casual and playful typography, and light-hearted imagery.
Film posters often blend elements from other genres to appeal to a wider audience while creating new sub-genres. This is known as hybrid genres.

Cultural factors can impact how different audiences perceive genre. E.g., what is considered comedy in one culture may not be funny in another.
For instance, a film poster styled in the conventions of a ‘western’ might project different connotations to audiences based in the US compared to those in other countries/non-western cultures.
Such cultural disparities must be considered during film marketing.

An important step in media analysis is to evaluate the effectiveness of these film posters in communicating the genre, attracting target audience and setting proper audience expectations.
It is essential to analyse if the poster’s use of genre conventions and visual cues align with the film’s storyline and aids audience in identifying the film’s genre correctly.
A film poster that properly communicates its genre and captures the audience’s attention while sparking curiosity and interest is likely to have successfully carried out its functions.