Romance films generally have a certification of a 12 or 15. This is because love is a mature theme which is also suitable for young teenagers. Furthermore, language used in romance films is normally appropriate for a younger audience, and any violence seen is rarely focused on. Also, a sinister atmosphere and disturbing scenes would not follow the conventions of a romance genre and therefore are not used. In addition, the use of drugs and discrimination are kept minimal or avoided when producing a romance film. However, the certificates 12 and 15 are given to these films due to the sexual references or nature the films may contain. How strong these elements are determines the certificate given. For example, The Holiday (2006) has a certificate of 12 because there is no nudity or sexual activity seen although it is referenced to. In contrast, Love Actually (2003) has a certificate of 15 due to the nudity seen and the sex scenes and references. Also, there is a use of strong language in the film.
Romance films are viewed by mass audience because they are normally produced by large industries who produce high concept films that are shown in cinemas and are highly commercialised. They often target all of the demographic groups but are mainly females. They often apply to all demographic groups because they are a film that is predicable and a film that most people can relate to to a certain extent. In terms of cross cultural consumer characteristic, (grouping by aspiration) they are aimed at main-streamers as they are a mainstream film which are normally popular. To an extent, romance films follow the hyperdomic theory because the plot is predictable so the audience accept the events that occur. However, for some audience members, the events are too coincidental and therefore question the events in the film. Romance films also follow the uses and gratifications theory (proposed by Denis Mc Quaial in 1987) as it is easy for the audience to relate to this genre of film. An audience member may go for entertainment purposes as it can be easy to get lost and involved in somebody else problems and life as opposed to your own. The audience may also see personal relationships by relating themselves with one of the characters. For example they may have made a mistake in a relationship like one of the characters in the film does. Finally, may be able to gain a sense of personal identity with the character or events because love is part of everyday life.
Becky Rose
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