Genre can be used to categorise films, which allows consumers to choose in a clear way what kind of film they want to see, from their initial expectations of the genre.
"Mamma Mia" the film, audiences will expect big song and dance as they have an idea of the narrative, so their expectations will be achieved as the film genre is a musical. From this the producer has achieved also as the expectations of the consumer will have been achieved as the film has conformed to it's conventions, although sometimes this may not be a good thing as they consumer may get bored of the same conventions of the genre in every film similar.
Yet some of the conventions in this Mamma Mia have been subverted. A famous actor Pierce Brosnan, who is typically know for appearing in action films such as James bond is a main protagonist within this film. Therefore the producer is going again the conventions of the musical genre but mixing it up a little. From this the producer is hoping that the audience will like the change and the subversion.
Why should a film maker consider genre throughout the film production process?
It allows the producer to gain better understanding of were the film is going to go, and better knowledge on the plot and the actors and actresses that may fit the roles and conform to a genre. Such as Rachel McAdams who is often seen in romantic drama's,so therefore she will be a stereotypical romantic actress to choose to star in other films matching a similar genre. Film makers also use genre to consider the timing of when the film should be brought out in cinemas. For example bringing out Despicable Me just before the holidays, as it's target market is children, then all the children will be off school and therefore will go and see this film. So the film makers know how to target their audience from genre as well, but also from this they can establish when to show the trailers on tv.
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