media studies blog: November 2023

Some of the highest grossing films ever are fantasy films. In fact, two out of three of the highest grossing films are fantasy, with them being Avatar in first place and Avatar: The Way of Water in third place.

So, why is this the case? Characteristics of the fantasy genre, such as fantastical themes, mythology, supernatural events, and magic are extremely appealing to this genre's target audience: young adults. Since younger people have a greater imagination, the genre of fantasy, in essence, strives to bring one's imagination to life. Since these films are so far from reality, they make the target audience feel as if they're part of a dream. Young adults may also be looking for an "escape" from reality due to the increased pressure they experience as they transition into adulthood. This is evident with the popularity of the Harry Potter franchise, which made $974.8 million at the box office. Not only did audiences enjoy viewing this magical world, they wished to be apart of it too. Fans of the franchise began identifying with the different Hogwarts houses. It was quite common to hear someone describe themselves as a "Gryffindor" or a "Slytherin" based on their personality traits.

The many sub-genres of fantasy also give consumers a greater choice. The most popular sub-genres include high fantasy and contemporary fantasy. High fantasy, also called epic fantasy, is more character-driven than plot-driven. One main hero is obviously established and the plot revolves around their quest. The hero in these films also often comes from humble beginnings. These films are usually much longer in length and includes elements such as magic, dragons, medieval settings, and exotic names. Popular examples include the Lord of the Rings franchise, the Game of Thrones franchise, and The Chronicles of Narnia series. Taking Lord of the Rings: The Fellowship of the Ring as an example, the film takes place in the fantastic setting of Middle-Earth. The film clearly defines Frodo Baggins as the hero with humble beginnings and Sauron as the antagonist.

Additionally, the sub-genre of contemporary/urban fantasy includes films that take place in the "real world". These films usually start off in a society we're familiar with, and transitions into a fantastic world. The protagonists in these films usually go on an adventure to explore a new world they've discovered. Popular movies in this sub-genre are Alice in Wonderland (2010), Coraline, and Charlie and the Chocolate Factory. For example, Charlie and the Chocolate Factory takes place in modern-day England. The protagonist, Charlie, explores a world with unreal elements, characters, and events, such as the Oompa Loompas and when Violet Beauregarde is turned into a blueberry.

There are many production techniques vital to the genre of fantasy. This usually includes a strong contrast in lighting when there is a battle between good a evil forces, softer lighting to give the scene a warm and magical glow, and harsh lighting to create more shadows and indicate an ominous presence. Color is also heavily utilized to set the mood of the movie, such as in Alice in Wonderland (2010), where a contrast of bright and de-saturated colors furthers the mystical tone of the movie. Many fantasy films also rely greatly on special effects like CGI, intricate costumes, and creative props.

The key to good marketing for any film is making sure the audience can tell what genre the movie is and the basic plot line. One major part of marketing is posters. A common theme in fantasy posters is a main color scheme, usually using different saturations of blue and green. For example, the film Maleficent uses both bright and de-saturated blues which creates a whimsical mood and allows the audience to infer the movie's genre. The protagonist of the film takes up the whole poster, which is also very common in fantasy film posters. The poster also contains sparkles which makes it obvious the film likely contains magic or some supernatural powers. Another example of a similar poster would be the poster for Pan's Labyrinth. This poster uses very desaturated shades of blue that fade into black. This creates mystery and intrigues the audience as to what it may be about.

Another vital part of marketing is a trailer. Trailers give the reader a quick overview of the film's plot. A common feature of fantasy trailers is the dramatic, full orchestra as background music. A good instance of this is the trailer for Avatar: The Way of Water. Another element of these trailers is a voiceover giving basic context to the scenes, and the main aspect of fantasy trailers is their showcasing of the world in which the movie takes place. Shots of different parts of the fantastic setting are meant to visually interest the viewer, as a main aspect of fantasy films is the way they look. The Lord of the Rings: The Two Towers trailer is an iconic representation of this.

Avatar is a 2009 film directed by James Cameron. The film follows Jake Sully (Sam Worthington), a disabled marine veteran as he explores the fictional world of Pandora. In order for humans to go to Pandora, they must turn into an avatar, which are bodies that resemble the native people of Pandora, the Na'vi. Jake is part of an organization that turns humans into avatars so they can take control over Pandora. Jake goes to Pandora with these bad intentions, but soon changes his mind. The Na'vi people eventually accept him as their own, and Jake falls in love with the daughter of the Na'vi chief, Neytiri (Zoe Saldaña). Because of this he eventually helps the Na'vi protect their land from the organization trying to destroy it. Avatar is one of the most iconic films ever. This is in part due to the beautiful cinematography and insane technology used to bring the film to life. CGI was used to create the world of Pandora and the avatars. The amount of effort put into the special effects made this film incredibly beautiful. The successful use of CGI, an important element in fantasy films, shows how greatly this film embodies the genre of fantasy. There are also elements of contemporary/urban fantasies, as the protagonist goes between the real world and Pandora constantly and seamlessly.

The Wizard of Oz is a 1939 film directed by Victor Fleming, and follows a girl named Dorothy Gale (Judy Garland) as she finds her way through the fictional world of Oz. Dorothy is swept away by a tornado in Kansas with her dog Toto and tries to find her way back home. Along the way, she meets a Tin Man (Jack Haley), a Cowardly Lion (Bert Lahr), and a Scarecrow (Ray Bolger). The depiction of these characters is also symbolic of the film's fantastic nature as each of these characters and their personality traits are very unrealistic. Dorothy's new friends help her find the Wizard of Oz (Frank Morgan), who directs them to the Wicked Witch of the West (Margaret Hamilton). Along this journey, Dorothy helps her friends resolve each of their problems. Similar to Avatar, this film has elements of contemporary/urban fantasy, as Dorothy makes her way from Kansas to Oz. Kansas is depicted as very gray and unpleasant, but Oz is depicted as being very bright and colorful. This use of color is another element part of fantasy. Lastly, Dorothy's red shoes are also a fantastic element as they carry magical powers.