By Ben Polkinghorne

By Ben Polkinghorne

Jun 13, 2023

Jun 13, 2023

Genres are generic: Introducing Emotional ‘Affect’

Genres are generic: Introducing Emotional ‘Affect’

The idea of genre has been around a while. 

Aristotle, the ancient Greek philosopher, contributed to the concept. 

2,357 years ago. Before Christ. Before Common Era. Before movies.  

Genre was a great system in the 1920s. Back when there was a limited number of movies being produced. They all fitted neatly into ten or so categories like ‘Action’ and ‘Horror’. Audiences understood the distinctions between each. 

Fast forward to today, and things have become far more complex. Writers and directors strive to tell fresh, unique stories. The kind that defy easy categorisation. As a result, the majority of content produced is a hybrid of genre

Capturing a film's essence with a small list of labels is limiting. 

‘A Star is Born’ is a Romance/Musical. Yet - spoiler alert - leaves you feeling emotionally devastated.

'All Quiet on the Western Front' is a War/Action film. So is ‘Dunkirk’. Yet they have vastly different themes. 

‘Die Hard’ is an Action/Thriller, which might put some people off. Little would they know there’s Romance and Comedy mixed in there too.

Clearly, relying on this ancient form of classifying content is problematic. We need a new approach. That’s where Affect comes in. 

At moveme, we’ve developed technology that understands how a movie will make you feel. This allows us to categorise content in a revolutionary way, based on its Emotional Affect or simply, ‘Affect’. 

It's now possible to find a movie to move you to a mood, using any emotive words or emojis.

Affect transcends genres, is playful, precise and ensures you discover a movie that connects on an emotional level.

Affect is the future of content classification. 

We hope Aristotle himself would have approved. 

Try moveme for yourself.