Michelle's AICE Media Blog: November 2021

Action as a Genre

Action is defined as a film genre where the protagonist is immersed into a series of high-stake, adrenaline-filled events. Action films dominate the box office, with most of the highest grossing movies in the world being action-packed blockbusters. These movies include Avatar, Avengers: Endgame, Star Wars: Episode VII- The Force Awakens, Jurassic World, and Furious 7. It’s important to note that action films are more so about the way the plot is executed than the plot itself, since the plots among action films are very similar.

Content

Action’s conventions consist of action packed-sequences, a plethora of fight scenes, explosions, guns, multiple high-stake stunts and chases, and violence. Martial arts and superheroes are also common within the genre.

Plots within the genre are very similar, so the execution of the movies must be impressive to stand out.

The leading man of an action film tends to fall in love with the leading woman, and their first kiss is usually in the middle of a battle, or right before a battle where one of them may die.

In general, the goal of the content in an action movie is to keep you at the edge of your seat. The violent fights and car chases are meant to energize the audience, and to make them feel the same adrenaline the characters feel.

Production Techniques

Most action productions include fast paced editing, special effects, slow motion, and easily recognizable locations.

The special effects utilized in these films result in them having high budgets. This, of course, means studios need to make even more profit.

In addition, sound is used in these movies to specifically develop the movement of the action in the action sequences. The sounds are necessary for dimension. Diegetic sounds such as gunshots, and sound effects like punches are imperative in these productions.

The sound motif in Star Wars, the Death March, is as iconic as it is essential for the movies’ full impact on its audience. Themes are also used for iconic action characters, such as the James Bond theme.

All of these content characteristics and production techniques work to make action productions an adrenaline-filled experience for the audience.

Marketing

Action films tend to cast big name actors to highlight them in marketing. This is due to the fact that action movies have very similar plots, meaning they need to advertise popular actors to draw in more viewers.

Moreover, seeing as their target audience is straight males, these movies must be marketed specifically towards them. The leading male protagonist has an incredibly toned body, to make him seem like everything the specific audience wants to be.

Additionally, women are incredibly sexualized in the trailers, the posters, and the movies themselves. Their body parts are edited to look perfect, and are openly displayed for the male gaze.

Samples

The Matrix is one of the most popular franchises to exist. Directed by Lana and Lily Wachowski, all of the films are full of action-packed sequences, martial arts, and slow-motion. These conventions within the movies are staples of the franchise. The bullet time scene in The Matrix (1999) utilizes slow motion as the main protagonist, Neo (Keanu Reeves), throws himself back to dodge gunshots. It uses special effects to do so, and the rest of the movies also include striking effects. Its use of martial arts in action sequences was regarded as revolutionary. Additionally, there is an imperative scene where two of the protagonists, Neo and Morpheus (Laurence Fishburne), practice Kung Fu to be able to utilize it in fights against the antagonists. The main female character, Trinity (Carrie-Ann Moss), falls in love with Neo, prescribing to another typical action trope.

The entire film is based on action conventions, and it relies on them to tell the story of the group of protagonists that break out of the virtual reality that is the Matrix to save humanity.

(EX: Bullet time in The Matrix, utilizing slow-motion, gunshots, and special effects.)

(EX: Martial arts in The Matrix.)

The Avengers (2012) is the eighth highest grossing movie of all time, and it's a part of the highest grossing franchise of all time, the Marvel Cinematic Universe.

The film follows a group of superheroes as they team up to fight the antagonist (Loki, played by Tom Hiddleston) and his army of generic aliens. The movie uses explosions, fight scenes, and fast paced editing. Its recognizable location, New York City, contributes to the action characteristics used throughout the production.

(EX: Explosion in NYC, created by special effects, for The Avengers.)

Furthermore, Joss Whedon utilizes the only main female protagonist, Natasha Romanoff (Scarlett Johansson), as an object to attract male attention. In the attached poster for The Avengers, she is doing the typical over the shoulder pose from behind. This is, again, to market the movie to the target audience, straight men. This character receives this treatment for many of the films she is included in, such as The Winter Soldier (2014).