The film production companies rely on genre heavily to find a target audience. It allows them to know who will be watching it and how much they might make from the film. They are also able to know how to advertise their film and go about the media text distribution.
Genre enables film
distribution companies to choose a specific target audience that are most
likely to go and watch the film, as well as aiding them in designing the
campaign posters and the webpage for the film seeing as they are aware of
qualities that need to be included in portraying the genre of the film.
For example, thriller posters usually include dark colours to convey
tension such as in the Insidious:
Chapter 2 Poster. However, a comedy movie like We Are the Millers use bright colours to suggest an entirely
different mood. 
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