This master thesis is centered on the relationship and understanding that young Danes between 18-25 years have on Danish youth-films. Our interest in this field was evoked by the fact that it has been difficult to generate the expected ticket sales for youth films and that the genre is in a commercial crisis according to established research. We wanted to examine whether this was due to a communicative and strategic problems and/or due to the content of the genre? In order to identify and understand the phenomenon of youth-films, we define the genre through an historical review and examine the development in relation to a modern present view. The days of glory for Danish youth films was the 1970s and the beginning of the 80s with several audience successes, which managed to portray the youth in a realistic and fascinating way. But since then the youth-film succeses have been few and far between. It attracted our interest to figure out why this was the case. Furthermore we tried to understand how young Danes decode messages in media products, such as trailers and posters, and what they generally find the cons and pros about Danish film at a broader level. We used the trailers and posters of two of the most recent Danish youth-films, Nordvest (2013) and Lev Stærkt (2014). By using the trailers and posters of these cases we investigated how the films appealed or deter to young Danes – both on a concrete level with the specific cases and Danish films on more general terms. To understand the media products’ intention and intended message, we interviewed the marketing manager at Nordisk Film, Frederik Honore, who was part of the team that was responsible for the marketing of both films. Our theoretical and methodological approach was respectively based on reception and mediatization theory, which made us able to meet and understand the targeted audience. The Mediatization theory also provided an insight into young peoples’ media use and how the media has an influence on their choice of movies. We utilized Kim Schrøders multidimensional model for the preparation of the interview-guide and as an analytical tool. We quickly discovered that young Danes strongly dislike seeing copies of American action films, and are more interested in the original, realistic film that portrays deep topics. In addition to this, the informants/interviewed also find Danish comedies attractive, especially when they combine serious topics with a fun element. In regards to the above it appears that Danish filmmakers should stop being inspired by Hollywood’s speed and action, and instead look within the Danish boarders and find inspiration in Danish youth-films from the 70s and 80s. Furthermore it appears that they also can find inspiration in modern Danish drama and comedies that manage to portray identifiable problems in an up-to-date universe, which is what the youth request and desire
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