From writing these posts I come to the conclusion that the state of film genre in the current day is predominantly about marketing. The general film goer will want to watch films that constitute to particular genres and other than that there will be certain ‘flavour of the month/ year’ genres that will be hugely popular for a certain amount of time. So film studios will want to take advantage of that.
Comedies, horrors and action films are the genres that seem will be popular forever. These genres are pure escapism and bring out laughter, adrenaline and excitement and adrenaline respectively, when watched. The fad genres are basically just embodiments of what is the craze in popular culture at the time (such as the Saw movies which was the root of the tidal wave of Torture Porn films, like I have talked about in previous entries). At the moment the fad genre would be vampire movies brought on by the pandemonium of the Twilight series. Predicting the rise of these fad genres is literally impossible and it certainly doesn’t have anything to do with the quality of the product, which I’m sure is obvious to anyone who has had the misfortune to suffer exposure to any of the Twilight films.
Now genre to film studios is very important, if they can market a film as one or all of the three genres I previously mentioned and/ or as a fad genre, then more often than not the film will be a financial success. Proof of how Hollywood will use this technique (although it may not always equal success at the box office) can be seen from how they market films that have not been made for the general film goer. Take Synecdoche, New York, (written and directed by Charlie Kaufman) this film in no way is trying to accommodate the everyday film goer, it is a film that is surreal and confusing to understand. Yet looking at the DVD cover of the film it is described as “The Smash-Hit Comedy of the Year!” The film isn’t a comedy at all (I even found it slightly unsettling).
Recently, I saw a trailer on TV for Up in the Air, starring George Clooney, the trailer made it seem like the film was a laugh out loud comedy, when in fact it is a comedy-drama, but one that is a lot more heavy on the drama than comedy, but still amusing all the same. Now this type of marketing may seem misleading but I don’t have a problem with it as hopefully it will entice the general film goer to see a film that they wouldn’t have considered going to see had they known exactly what it was like.
This is perhaps why I think that if somehow film genre could be done away with, that it would be a benefit to everyone who watches film. There are so many films that would easily be enjoyed by the general film goer outside of their genre comfort zone, if they only gave them a chance and watched them. Blurring the boundaries of genre through marketing may be slightly deceitful, but sometimes you can’t rely on people to know what to like, to quote Peep Show: “People like Coldplay and voted for the Nazis. You can’t trust people.”
Filmography
Saw (2004) Directed by James Wan. United States: Lionsgate.
Synecdoche, New York (2008) Directed by Charlie Kaufman. Sony Pictures Classics.
Twilight (2008) Directed by Catherine Hardwicke. Summit Entertainment.
Up in the Air (2006) Directed by Jason Reitman. Paramount Pictures.