1. As a marketing device – to draw audiences to the theater – if one person enjoyed “Spider Man” then they will most likely want to see “Hulk“, therefore investors are more keen to invest….
2. Reference tool – people understand (implicitly) more or less what is at stake with a particular genre because they have a frame of reference.
3. Category used to define and analyze films. However, not to evaluate as it does not give value – it gives a sense -.