Genre, audiences and institutions

Genre is a relevant concept for audiences because it means that they are able to pick a film that they know they are likely to enjoy. For example, if a consumer is a fan of being scared,  then they are likely to pick a horror. Genre effects film production companies because they are then known for what they specialise in as well as they know what sort of genre they may be better at. Consumers are also then aware what companies they like by what genres they usually create. For example Happy Madison usually creates comedies. It is also useful for film distribution companies as they can make it clear what genre it is as well as they can market it and advertise to the right target audience.