The Symbiotic Relationship Between Genre Theory and Film Marketing

Abstract

This article explores the symbiotic relationship between genre theory and film marketing, emphasizing how the integration of genre conventions into marketing strategies enhances audience engagement and box office success. Drawing on Thomas Schatz's theory of cultural ritual, the study examines how genres function as cultural frameworks that reflect and reinforce societal norms. By understanding these frameworks, film marketers can create targeted campaigns that resonate with audiences' expectations and cultural contexts. The paper highlights the dynamic interplay between production, film, and audience, illustrating how recurring genre conventions guide both creative and marketing efforts. Through case studies such as the Marvel Cinematic Universe and Netflix's "To All the Boys I’ve Loved Before," the article demonstrates the practical application of genre theory in crafting compelling marketing strategies that balance tradition and innovation, ensuring the ongoing relevance and appeal of cinematic genres in a global market.