Genre - Action

Action 
Action is a genre of film in which physical and fast action are predominant in the narrative. The narrative will often follow an individual character or a group of characters facing obstacles and challenges as they set out to obtain a particular goal. Scenes of violent nature are often synonymous with the action genre, as are scenes with car chases, life-threatening situations, gunfights and physical stunts. 


Conventions of the Action Genre
The conventions of the action genre are all very similar, even within separate subgenres eg. Action Comedies commonly feature similar conventions to Action Crime films. This is because the narrative structure often remains the same as it's a fairly successful format.

• Setting - The setting is often in the present day - this creates a sense of realism/normality for the audience in an otherwise unrealistic film. They're often set in well-populated urban areas, typically in large cities containing tall buildings and skyscrapers, frequent/busy public transport etc. The reason well-populated areas are used is to make any action occurring in the film appear more public and large-scale - this makes the protagonist seem more heroic and the climax or the obstacles in the protagonist's way look more life-threatening, deadly or detrimental on a larger scale as any collateral damage (or damage in general) affects more people as more people are present. Specific locations are often anywhere that is associated with contemporary living, industrialism and man-made locations. These can include warehouses, factories, flats/apartments, banks, trains, casinos, skyscrapers/prestigious modern buildings, underground tunnels (including both off limits (eg. sewers etc.)  and/or public pathways i.e train tunnels etc. and even on transport such as aeroplanes. Aeroplanes and trains etc. connote speed and danger, reinforcing the theme of danger throughout the film.

• Technical Codes - Fast paced shot cutting is very common in action films as it creates a sense of chaos. Excessive or extreme fast-paced cutting may be used to overwhelm the audience and invoke tension in them as it triggers unease because they see things very quickly in one shot before it changes to the next shot. Tracking shots are typically used to follow the action, particularly in chase scenes. This type of camera movement may be paired with an aerial/overhead shot of the chase - this gives the audience a powerful or godlike perspective and also allows all of the subjects involved in the chase to be captured into the scene as they might be quite separated from one another. Aerial views are useful to capture the scene - particularly as skyscrapers are often in action films. Moreover, it helps establish the sheer vastness of the location and how public/large scale/high key it is - setting up for a more dramatic climax. These angles are also used when helicopter/aeroplane scenes may be occurring - which is fairly common in the action genre. Two shot/three shots and long shots are useful to depict dramatic entrances of a group of characters. Colour grading will be quite neutral in action films - it won't be too overbearing as action films are fairly renowned for their pristine, professional and realistic footage. The overall hue to action footage is generally more blue tinted to create a cool, modern effect. However, warm colour grading may be used in chaotic scenes - particularly when fire or explosions are present because then it creates a hot effect so the audience can imagine what it's really like. Special effects are commonly used in action films - particularly to create explosion simulations or bullets firing etc. 

• Characters - Action films often feature a male protagonist (similar to crime films - they have a masculine appeal with a traditional 'male' view of the world). They will typically be brave, 'hardened' men. Depending on the film, the protagonist's emotional state and their relationships may vary, for example, in supernatural action film R.I.P.D, the protagonist of the film was very emotionally invested in his wife and very empathetic - other protagonists in typical action films may have commitment issues and are very out of touch in all of their relationships - similar to the typical protagonist of a crime film. The commonly wear suits, military outfits or robust clothing. Action films commonly feature a main antagonist - this character may be highly exaggerated in terms of character, how dramatic they are and how evil they are. This helps play on the theme of binary opposites - a common narrative technique used in action films. The antagonist will stereotypically have an exaggerated accent - generally, from elsewhere the film is set. In Hollywood, the antagonist is typically British. The antagonist may have an overly sexualised female sidekick - these characters don't often aid the narrative much but simply add sex appeal - drawing the typical male target audience in. On the other hand, these characters may be used to seduce the protagonist and lure them into danger with their wily ways and feminine appeal. These characters are always shown as less capable and less smart and significantly below the main antagonist. The main protagonist of the film may also have a companion - these characters don't really add much until when it's necessary - particularly in the climax. The protagonist often has a female love interest who they're romantically or sexually involved with.

• Lighting - Lighting is often fairly neutral. In scenes used to create a sense of normality neutral or brighter, natural lighting is used to create a more calm, tranquil or happy. When the mood suddenly changes to more chaotic, lighting may be used to connote danger. This lighting is often more intense and artificial - high contrast lighting to create a striking effect as well as spotlighting to make people look intimidating or even vulnerable, depending on the nature of the scene. Natural light sources such as fire are often involved in action films as explosions are a common feature. 

• Sound - Diegetic sounds are important to make clear what is happening to the audience. Sound effects like gunshots, large bangs from explosions and punching etc. are commonly used. These can be diegetic, or non-diegetic and are created for dramatic effect. In terms of music, often epic and dramatic cinematic scores are used to make a life threatening or tense moment that more dramatic. On the other hand, rock music may be used to create a 'cool' effect, particularly in character introduction scenes or montages of the characters. 

• Props - One of the most common props used in action films are weapons - particularly guns. These are used to create a sense of danger, tension or excitement as they obviously denote injury or death and the audience are anticipating this. High technology gadgetry may be used, especially in action spy films. 

Target Audience 

Statistically, the target audience for action films is adult males. The certificate rating on most action films is 15+ or 18+, due to the violent nature and is, therefore, inappropriate to children. Elderly people may find the chaos too intense, hard to follow or tasteless, which therefore leaves the age range from young adults to middle age men. Stereotypically, the violence doesn't appeal to women as women are deemed more empathetic than men and would find the chaos and violence difficult to watch. Men are stereotypically more 'tough' and are therefore more inclined to enjoy the violence and danger in the film. The sexualisation of female characters often appeals to men too. 

What do Film Companies Do To Attract These Audiences in Terms of Marketing?

Film companies will try to advertise their film in places older and 'tougher' men may be. For example, pop-up or side adverts on male forums, in gyms etc. 

• Posters - Posters for action films often contain significant characters - however the most eye-catching thing on a typical action film poster is often fire or explosions. Placing images of fire or explosions on action posters shows the theme of danger the film promotes, and therefore appeals to the thrill seeking tough target audience. The overall colour of the poster will be fairly flat, perhaps even darker or cooler tones. This therefore greatly contrasts with the orange/red colours of the fire, making it stand out and therefore highlighting the predominance of danger in the film. Characters wielding weapons - usually guns - will be placed on the poster, another effective way to promote violence and danger to the target audience and therefore intrigue them. These characters may be edited separately to the explosions, or are in the same scene as the explosions eg. running away from it etc. The text is often bold and white - contrasting with all colours of the poster so it will stand out and therefore allow the target audience to remember the name of the film. However, stencil fonts may be used in even bolder solid colours such as red or green - colours associated with danger or military. The poster for The Expendables 2 below on the left is a good example of an action movie poster. It contains flat colours on the top with blue tones, shows characters wielding guns, and has bold, red stencil text. On one-half of the poster, red hot tones are used and there is clearly a fire or explosion. The poster on the right for The Dark Knight shows overall flat and blush tones, with the protagonist in the centre. The text is white - with the recognisable logo to appeal to comic book fans - and contrasts well with the dark, depressing colours. A small portion of the image shows the film/character's logo on fire. Both of the posters include well-recognised names to appeal to the audience as they're trusted typical action film actors. 

• Trailers - trailers for action films will often begin slow, or maybe even subtle. It is common to see buildings collapsing or action going down, however, to slow, creepy music as opposed to dramatic. This shows that the issues arising are heartbreaking, making the audience know just how important it is for the protagonist to fix it. The protagonist is soon shown in the advert and dramatic, cinematic music is used to inspire the audience and invoke awe in them - making them inclined to watch the film. 

Example of an Action Film Opening Sequence 

Spectre (2015, Sam Mendes)
In this opening sequence, a tracking shot to follow the action is used, however, it is continuous and therefore doesn't cut. This is an interesting and artistic technique that creates a seamless and somewhat realistic effect because, obviously, people wouldn't see shots cutting in real life; it involves the audience discreetly without directly addressing them. This is also an interesting technique as it creates a slow and calm vibe, contrasting the theme of chaos and danger often created in an action film. This is to create anticipation in the audience - as the shot is obviously long it makes the audience grow impatient as they're awaiting something to happen, they're waiting for some excitement to happen but it's not and this makes any action that does happen seem so much more dramatic. The first thing we can see is a busy city... there are hundreds of people walking the streets for Day of the Dead, therefore any action about to happen is definitely going to be in the public eye, heightening the drama. The music playing is very consistently flat so it doesn't really add much, however, its Mexican style suits the theme of the event. After the setting is established, the protagonist is introduced - he's seen walking against the traffic of people with an attractive female by his side - a common convention of action.They both have Day of the Dead costumes on - this also gives an air of mystery. The music suddenly grows romantic as they enter a hotel and then the hotel room and the audience are tricked into believing they are about to engage in sexual activity. However, the protagonist changes into a suit - the typical outfit of an action film protagonist. The female asks where he's going as he heads out the window with a gun - this shows that he prioritises work first. The camera follows him dramatically make his way across rooftops before positioning himself in a sniping point. The audience now knows that action is about to take place as he aims the gun at a window. The music has changed to the iconic music of the franchise, reinforcing the idea that action is definitely going to happen.