TRACKING GENRE TRENDS?
OUR STRATEGIC ANALYSIS TOOL UNCOVERS KEY INSIGHTS
BUILT USING AUDIENCE-DRIVEN GENRES
Napoleon Dynamite, Friday Night Lights, and Finding Forrester appear to be very different, but in the viewers’ reactions, they all cluster together along with other titles that describe “finding a path to victory in the face of adversity.”
These are Nanocrowd genres, and they redefine our understanding of what holds titles together. You can learn more about these genres in our “Genre Evolved” article.
OLD GENRES ...
NEW GENRES ...
BUILDING THE NEW GENRE TRENDS 2X2 MATRIX
THE DECLINE OF COMEDY
In the last few years, there has been lots of talk about the decline of comedy. For example, Gary Thompson, a columnist at The Philadelphia Inquirer wrote: Don’t Laugh: Movie comedies are disappearing. If you look at the two comedy genres in the previous chart (Relationship Comedy and Crude Humor & Satire), you can see why people are talking about this trend. Both genres have declined over 30% in total box office.
However, the strategic value of the 2x2 matrix is clear when you review Crude Humor & Satire. The chart shows that this genre has declined in total box office by about 35% during the last decade. However, during that same time, median box office actually grew by about 35%. This data shows that the revenue for titles in this genre was actually growing while the total revenue was shrinking. Several things could account for this trend, but it certainly indicates that there’s still big audience interest in Crude Humor & Satire titles – with a great opportunity to release a successful title.
One of the best things about building genres using an analytical foundation instead of an editorial one is that you can break them down into minigenres or nanogenres. Let’s focus on the genre “Horror, the undead, and monster classics.” If we stopped our strategic analysis using the chart above, all we would know is that this genre is in the lower-left quadrant, where both the total box and median box are declining.
However, if we break the Horror genre down into its four primary minigenres, a very different picture emerges.
Sure enough, the Zombies, Vampires, and Slasher minigenres have all lost over half of their total box office. However, the largest minigenre, described with audience keywords of “supernatural, chilling, eerie, terrifying, and dread,” has been growing rapidly. Minigenres add important detail to the strategic picture.
Market insights don’t only apply to the large genres. The 2x2 bubble chart below shows the position of the nine smaller genres.