Steve Neale
'Genre are instances of repetition and difference; this is what pleasure for ther audience is derived from.'
Examples - Romance
There is usually male and female characters who are the main characters and it is usually about their love or them falling out of love. Hitch in a way doesn't repeat this typical genre convention as it talks about what love is about as both characters are guarded with falling in love and analytical about the impact it has on people which may have been done to subvert and differentiate the genre of the film yet still keeps to enough conventions to keep the gernes audience. The actors themselves are also not your typical actors as Will Smith and Eva Mendes aren't
your typical white hero and victim.
However this being said there is another love story in the film which has your typical white couple about a beautiful women who doesn't notice a geeky, fat loving man and then due to intervention she sees him and falls in love, they get married and there is new equilibrium (Kevin James and Amber Valetta)
Her is another film which subverts the typical romance genre and differentiates from most romantic films from the past as there may be a male and female characters who are the main characters, however Her is a newly purchased operating system that's designed to meet his every need and it is an unlikely relationship as he is lonely writer and so in some ways the conventions are repeated yet they are still differentiated to bring in historical context of the time as technology, computer and the media are very important and used frequently in today's society whereas a few years ago this plot wouldn't have happened as people wouldn't have understood it. By doing this it keeps the audience drawn to the film as it is constantly developing with the times and its audience whilst still keeping core conventions and what the audience expects so that the producers minimise the risk of financial failure.
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