Recommending a new system: An audience-based approach to film categorisation in the digital age

Films have long been organised according to genre categories grounded by thematic and narrative conventions. Yet while these taxonomies have remained relatively static in industrial and academic discourse over the past two decades, the digital age has given rise to new modes of film distribution and consumption. This article presents preliminary findings from an audience research project carried out in collaboration with Australian media company Village Roadshow investigating genre and spectatorship. The findings suggest that in an era characterised by video-on-demand, screen convergence, and personalised recommendation systems, the existing categorisation strategies favored by the film industry and screen studies scholars may no longer align with the practices and priorities of contemporary audiences. The article presents findings from a pilot study that examined the discursive processes that constitute genre as a cultural practice in the digital age through identifying how respondents classified and described certain films. The research also sought to explore the extent to which these classification practices aligned with or diverged from existing genre paradigms. The findings provide an audience-centered understanding of the shifting landscape of film distribution and consumption, as streaming services such as Netflix motivate significant transformations in the way films are accessed, understood, and consumed. Considering the influence of both traditional genre categories and new forms of categorisation and consumption driven by streaming services, the article demonstrates how contemporary audiences link films as diverse as Moonlight (Jenkins 2016), Deadpool (Miller 2016), and Psycho (Hitchcock 1960) based on style, narrative structure, and affective experience, thereby illuminating how audiences conceive of and relate to genre in this period of industrial flux. This research offers analytical strategies grounded in audience research aimed at re-evaluating genre in an era of personalised content curation, niche content categorisation, and on-demand access to films.