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"Genre is no longer considered to a critical tool, but instead a useful marketing device". Discuss…
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"Genre is no longer considered to a critical tool, but instead a useful marketing device". Discuss... The concept of genre is an important one for critics, filmmakers and audiences, as well as media theorists. A lot of formal study has been conducted into the categorisation of film through various paradigms, and into how that categorisation informs our understanding of the film as text. However, rather than being purely a tool for critical analysis it is also useful for marketing. The purpose of marketing is to maximise the audience for a film and to therefore maximise its earnings to make as much money as possible. We can determine the genre of a film almost instantly just by looking a movie poster or trailers, and we recognise this through the paradigms present. For example, "The Shining" movie poster told us immediately that the film was a horror as we see our...
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