Genre - Science Fiction

Sci-Fi
Science fiction is a genre of film that incorporates abstract, scientific themes into the plot - particularly those that are not accepted by mainstream science eg. extra-terrestrials etc. It is common to involve futuristic elements. Science fiction films are often used to explore political, social or philosophical issues and often involve heroes, villains, unexplored locations, fantastical quests and advanced technology. The emotions invoked in the audience by these films often depend on the subgenre of the film, however, the genre very commonly inspires, motivates or astonishes the audience due to the nature of the odd, often futuristic elements or the exploration of common issues.

Conventions of Sci-Fi genre
Conventions of a sci-fi genre may vary depending on the subgenre of the film (just like most genres of film), however, they are all similar in the fact that the concept of hypothetical, science-based ideas are incorporated into the film's plot. Sci-Fi relies heavily on its conventions.

• Setting - a key element in a sci-fi's setting is the use of time - it is very common for science fiction films to be set in the future of our current universe where advanced technologies may be featured. These futuristic environments may be established by background qualities that are treated as a normal part of life, including robots, flying cars, futuristic buildings etc. Another section of time a science fiction film may typically be set is in the past, however, the past does not correspond with historical records - it contradicts. It may include events from the past, however, the events are portrayed differently to how they're officially recorded - there is a science fiction touch. For example, an event from the past may be depicted featuring advanced technology that didn't exist during this time. An example of this is Iron Sky. On the other hand, a sci-fi film may be set in an alternate timeline to our own, where no events that we know of have taken place - it may even be set in an alternate universe where nothing we know exists including Earth. A key location a science fiction film typically takes place is on an alternate Earth to ours or another terrain reminiscent of Earth. It is typically set on other planets with completely alien terrain - the landscapes are often extreme eg. dry and sandy, reminiscent of a desert where no lush vegetation will grow that lifeforms we know of will thrive off - only extreme lifeforms will inhabit this area, which leaves it open for aliens to roam etc. Sci-fi films are often set on spacecraft, featuring plenty of advanced technology. These are usually found in outer space, another key location featured in typical science fiction films. Abnormal settings like these are useful for placing the unfamiliar or alien in a familiar context. Post-apocalyptic or dystopian settings are commonly seen in sci-fi.

• Technical Codes - Long shots are key in sci-fi films because they establish the unfamiliar setting to the audience - this unfamiliar setting is almost necessary in a sci-fi film. Close up shots are useful when capturing specific technologies because they help the audience firstly, see it in detail and basque in its unfamiliar glory and secondly, signify its relevance to the plot by focusing solely on it in one frame. Fast panning camera movements are used to capture the action, as sci-fi films often contain a lot of action. This is useful to create a tense atmosphere and to make the audience feel as though they are caught up in the action. Special effects are very commonly used in science fiction films, specifically regarding the technology in the film. For example, special effects may be used to simulate holograms or sparks from electrics. They may be used to simulate planets in establishing shots of a galaxy etc. Colour grading depends on the location, for example inside a spaceship would generally have blue, flatter colours to suit the modern technology etc. Warmer tones may be incorporated when in dangerous situations, or on certain planets to create an unnatural effect that wouldn't be seen on Earth. For example, on Earth, the colour would be quite neutral whereas to make another planet appear alien the editors may colour grade it unnaturally. 

• Characters - Characters can be used to establish the film as a Sci-Fi by including hypothetical character types. For example, robots, aliens and mutants etc. These may be focal characters or characters that appear in the background to set the scene. Sci-Fi films often feature a protagonist - generally human but they may be alien etc. The main protagonist's job is to essentially save the day and this may involve sacrificing oneself, however, this isn't always the case. A sidekick of the protagonist may be featured, as well as a romantic interest. Typical villains in sci-fi films have a band of followers or army - whether its alien invaders or an army of mutants etc. The lead villains are often bloodthirsty and power hungry. Sci-Fi films that feature aliens often portray them as evil and threatening to humans, playing on the audience's fears of the unknown. However, this isn't always the case. Dinosaurs may be involved in science fiction films too. 

• Sound - Non-diegetic sound is important in Sci-Fis - particularly using sound effects for dramatic effect. This is because it's hard to involve diegetic sounds in regards to things that don't exist - which is most likely the case in terms of Science Fiction films. Metallic or futuristic/technology-based noises will be very common in typical sci-fi films because futuristic materials are present. The music will generally be quite modern and electric, however, it is very common to employ dramatic, orchestral music in Sci-Fis because of the inspirational nature of the genre. Music may be used to mark what era it is in, for example, if it was set in the past (especially in a time travel film), old music will be playing to suit the old-fashioned theme. The music playing may even be diegetic, so the characters are aware of the old music playing.

• Lighting - Lighting in science fiction will typically be more artificial as opposed to natural. This is because it correlates with the futuristic technologies common in the genre, everything is very artificially based in a stereotypical science fiction film. Moreover, artificial lighting is commonly used to imitate alien planets 'natural lighting'. For example, if it's set on another planet, the set designers may employ harsh, exaggerated and colourful lighting and brand it as the lighting on that specific planet because it's so unnatural in contrast to Earth - it makes it clear that it is another planet. Neutral lighting won't really be used because of its association with Earth and creates a sense of normality, which is completely the opposite intention of sci-fi films as the whole theme of science fiction films is the unfamiliar or alien. 

• Props - Props are a very important method of signifying the setting of a science fiction film. They help establish if its set in the future (if they slightly resemble our own technologies) or in an alternate universe (if they're not remotely reminiscent of our own technologies) and other settings and time periods. Because science fiction films are heavily technologically based, technological props play a key role in driving the narrative forward. For example, a certain prop may be vital for the protagonist to stop the world blowing up etc. Advanced technologies heavily feature, including minor things such as holographic wristbands or laser weapons etc. 

•  Narrative Themes - War is a common concept in science fiction films, whether is focuses on humans versus aliens etc. or humans versus humans using technological warfare etc. Sci-fi narratives often feature binary opposites eg. human/alien, good/evil etc. These juxtaposing ideas are the foundations for a typical sci-fi narrative because the simplicity can be built around using fictional or hypothetical ideas that the science fiction genre is defined by. A common feature in a Sci-Fi narrative is the idea of an empire or official body oppressing everything, and the protagonists often play the roles of rebels against these governing bodies. This concept is a good starting point for the common theme of war. Time travel often plays a huge part in the narrative, as it's an engaging method to keep the audience fascinated, intrigued and thinking. 

Target Audience 

The target audience of a science fiction film depends heavily on the content and how graphic it is etc. For example, if you compare two sci-fi films: Big Hero 6 and Looper, you can instantly see that the target audience would be very contrasting. However, on a general basis, I would say the typical target audience of the sci-fi genre would be for older children and up - not infants or very small children. I've come to this conclusion because science fiction films are known to explore philosophical issues which younger children would not understand or these issues may not be appropriate for them. I have included older children in the stereotypical target audience however, this is because the amazing technology etc would be enough to fascinate and entice children because children are easily impressed, particularly when it comes to extraordinary things like that. Moreover, many topics are involved that people may not take seriously, eg. extraterrestrials, however, children are very imaginative and therefore would take the subject seriously. Another precise target audience it could be argued that science fiction is directed at is males. Stereotypically, males show interest in action-packed adventure and gadgetry, which is why science fiction is often directed at males as opposed to females.

What do Film Companies Do To Attract These Audiences in Terms of Marketing?
In order to attract these audiences, the film companies must make it clear what type of genre it is, so therefore the target audience of this particular genre will know they'll want to watch it. Furthermore, using psychological techniques may attract specific target audiences eg. males.

• Posters - Sci-Fi posters often contain a character or an object - the science fiction genre generally ebbs through that particular element because of the sci-fi nature of the object itself. For example, a U.F.O may be printed onto a poster, this'll define it as science fiction as the hypothetical scientific concept (the UFO) can only be featured in a science fiction film, therefore establishing its genre to the viewers of the poster. Moreover, placing this particular object or character on it may suggest the plot or the content of the film. For example, an alien being placed on the poster will suggest its an alien sci-fi, as opposed to a sci-fi featuring dinosaurs in the modern age etc. Placing implausible concepts onto the posters makes the audience intrigued, for example, an alien. Moreover, using psychological or sociological techniques to attract specific audiences may be employed. For example, sci-fi posters are commonly blue, a colour associated with the male gender, this will attract these audiences as they'll be drawn to it because of its 'masculine' appeal. If the poster was bright pink, a male audience wouldn't be drawn to it because this colour is associated with the female gender. Furthermore, employing bright, electric colours will attract imaginative minds of children, as children need a lot of colour and excitement for them to stay interested. If the poster was bland and boring, children would not feel inclined to watch the film as the poster reflects what the film is like. These posters will be placed in areas where this audience is found, eg. cinemas or as pop-up ads on children's or men's websites. The following images are examples of sci-fi film posters. The one on the left depicts a robot, which will instantly grab the viewer's attention because of the unfamiliar or alien nature of the character. Furthermore, it instantly attracts lovers of science fiction by establishing it as a science fiction film through the use of sci-fi conventions - hypothetical ideas (robots). The poster on the right depicts bright, fluorescent lights and colours. The electronic vibe is very commonly associated with science fiction and the futuristic technology instantly attracts the target audience associated with science fiction because of the conventions being displayed. The underlying colour in the image is blue, which is used to attract a male audience as blue is associated with the male gender. The bright colours will attract a child audience as well as the Disney logo, as children will feel compelled to watch a Disney film as the company markets films at children - its a renowned and loved brand. The futuristic background also defines it as a science fiction. Moreover, the contrasting colours plays on the themes of war and binary opposites featured heavily in sci-fi films.

• Trailers - Trailers attract the audience by establishing the genre through showing the conventions. The trailer gives an essence of the content in the film. For example, a science fiction trailer will include speculative, science-based ideas featured in the film as this defines it as a sci-fi film.  They will reveal some plot to make sure the audience realises it is original and that they won't just be watching the same old sci-fi film. Creating a sense of drama and excitement (common in sci-fi films) in the trailer will make the viewers feel compelled to watch it.

Example of a Science Fiction Opening Sequence

Gravity (2013, Alfonso Cuarón)
It begins with writing on the screen giving scary information about space while tension music rises until it grows to an overwhelming level. The title appears on the screen and then the music abruptly cuts - it has an anticlimactic effect because the anticipation and tension are met with complete silence and slow images of a space shuttle slowly rotating around the Earth. This opening sequence is very uneventful; it uses a continuous shot (starting from an extreme long shot to establish the setting) showing the Earth from outer-space as a space shuttle slowly comes into view. This shot is effective because in science fiction it is vital to set the scene first as the audience are placed in unfamiliar scenery and need to become accustomed to this setting before delving into the plot. If the setting isn't established early on and is revealed quite late into the film it may thoroughly confuse or shock the audience. Because the setting is outer space, this already defines the film as science fiction. The second precise setting established is on/near a space shuttle, another common convention in science fiction and therefore establishing its genre to the audience. Two characters can be heard talking, however, only one is introduced (one can be seen floating in the background though). Due to the quality of the voices, it can be assumed that the characters are talking over a radio or something similar, this is further reinforced when we cannot even see both of the characters conversing. This is the only sound that can be heard, and it has quite an artistic effect because the idea of socialising strongly juxtaposes the theme of isolation created when incorporating a vast setting like outer space. There is presumably no natural lighting involved in this, as it's in space. However, the Earth, characters and objects are well lit so the audience can see what's going on, moreover, there is glare from the character's helmet and the objects around her, so there is a light source from somewhere - perhaps the Sun but the audience cannot tell at this point. The character's costumes correlate with the spacecraft and therefore satisfy generic conventions of science fiction, as do the props. I think the overall uneventfulness creates a sense of inevitability as the audience probably knows that this peace will be destroyed by the time the climax is reached. Overall, the main focus of this opening is to establish the scene as opposed to introducing a portion of the plot, as nothing really happens in the scene.