Currently, my class is learning about the many different genres of media there are. I myself really enjoy comedies, so I decided to choose the genre and do some research on it. If you haven't watched many in your life, here's a very brief description of what (most) comedies are like. Basically, to achieve their purpose of amusing the audience, comedies follow lighthearted plots, exaggerate scenarios, and end in a positive manner.
While researching, I noticed that there are a couple content conventions that most comedies share. To start, many films within this genre include some sort of funny, physical scene. These scenes are often exaggerated actions such as chases/falls that have no apparent effect on the characters, but appear to be painful. Next, it is extremely common for comedies to have a lots of verbal wit. The dialogue that is exchanged between characters is clever, fast-paced, and often paired with misunderstandings and irony. Similarly, situational humor is another common characteristic. Many comedic films place normal characters in strange circumstances in order to evoke a feeling of "fish out of water". Finally, comedies like to focus on class differences, relationship problems, or plots where the "underdog" is victorious.
There are also many production techniques that can be associated with comedic films. One of them, for example, is the use of high key lighting. As the most commonly used lighting style for this genre, bright high-key lighting is used to minimize shadows and help create an upbeat mood. A quick-cut and invisible editing style can also be linked to comedy. The use of quick cuts emphasizes character responses to humorous situations, while invisible editing is used to enhance the sense of realism in many films, even when the situations are abnormal. Similarly, the natural camera movements (with lots of mid-shots) also help keep the scenes relatable. Wide shots are also used occasionally to show the full body of a character when something physical occurs. In these particular shots, low and high angles may be used to exaggerate the amount of power/lack of power the character has. Finally, some common sound effects such as "boings", crashes, and accents emphasize climax scenes and their humor. If musical elements are also included, they are most often light and upbeat as well.
Comedy films have a universal appeal, so I believe they aren't typically the most difficult to market, even if some are more culturally specific. Most of the marketing for comedic films relies on showing the lead actors and making it abundantly clear that they will make you laugh. For example, posters for these films may show a popular actor that is associated with the genre while including bright colors/simple layouts. Trailers may show clips of the best jokes that occur in the film to give the audience an idea of what the comedy will be like. Most comedies are marketed using sub-genres. These can range from teen comedies (which are more appealing to young audiences), family comedies (which are more family-friendly), or even romantic comedies (which may appeal to young adults). Each sub-genre may tailor to their target audience slightly, but uses the same fundamental strategies for marketing a comedy.
Here are two examples of popular comedies:
1. elf
In the film "elf", the plot is focused on creating a contrast between the naive main character (Buddy the elf) and the real world. He is depicted as a "fish out of water" as he makes his way to New York City during Christmastime. His ignorance to human customs in the film makes for continuous comedic moments. Also, while playing Buddy the elf, actor Will Ferrel exaggerates his movements and actions in a childlike manner, creating a funny and original personality. Finally, the comedy includes scenes where the main character irritates the adults and "normal" people around him with his overly jolly and friendly behaviors (as shown in pictures above). The antagonist in this film isn't necessarily evil, but rather the non-magical, real world that we live in, which is the opposite of what Buddy believes it to be.
This film is mainly targeted towards families, and is marketed in this way. As previously discussed, the poster uses bright colors and simple designs while clearly showing the lead actor. Because it uses these elements, it is almost undeniable that this is a comedy just by looking its poster. Similarly, elf's trailer (inserted below) uses the common elements of comedy trailers, capturing some of the film's funniest moments and jokes. To families, these elements signal that the movie is a great one to have a good laugh together while getting in the holiday spirit.
Another classic comedy is "Ferris Bueller's Day Off". The film follows the rebel protagonist Ferris Bueller and his two best friends as they skip school for a day and venture out of the Chicago suburbs and into the city. Throughout the film, Ferris' clever planning helps him outsmart the school system and give him a day of freedom. The humorous attempts by his principal to catch Ferris in the act of skipping makes him seem almost like a cartoon character (image shown above). Also, Ferris' dialogue in the film is incredibly witty, another common element of comedies. Last, the movie uses situational humor throughout to evoke laughter. For example, the scene where Ferris crashes a parade float to sing "Twist and Shout" spontaneously.
This movie is both a teen comedy and situational comedy (sitcom). The marketing team for this movie used methods such as taglines, nice posters, engaging trailers, and a heavy emphasis on the director's name (John Hughes). It's poster, as shown above features the main actor, Matthew Broderick with a smug look on his face. Its design playful, simple, and uses lots of red (bright colors). Also, famous taglines are used to identify the film and serve as a marketing strategy. For instance, lines such as "While the rest of us were just thinking about it... Ferris borrowed a Ferrari and did it... all in a day." as well as "Life moves pretty fast. If you don't stop and look around once in a while, you could miss it". Next, the trailer uses bright colors and fonts to highlight the playful nature of the film. At the same time, the narrator is Ferris himself, which further engages the audience, immersing them in the scenes and encouraging them to watch the film. Additionally, some of the most notable moments from the movie are included in it. To finish, the movie is heavily marketed by using the director's name. At the time of it's release, director John Hughes had (and still has) an incredible reputation in the filmmaking world and had many other notable films such as "The Breakfast Club" and "Sixteen Candles". As a result, his name would likely influence many people who watched his previous works to view this one.
Movie Trailer:
If you're interested in checking out some more films in the comedy genre, here are a few classics and their trailers:
- Friends
- Zoolander
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