Action-Comedy Marketing Campaigns - Conclusion

In conclusion, the marketing campaigns for both 'Back in Action' and 'The Fall Guy' are slightly different to pure action film marketing campaigns as they both strongly emphasise humour alongside the action instead of focusing only on serious stunts and high-stakes danger (though, they both include these elements as well). Their campaigns, highlight comedic moments, character relationships and playful dialogue which help audiences understand the films' lighter tone and approach to appealing to a wider audience (as a result of blending genres). Comparing these campaigns has helped me understand that for my own marketing campaign for ‘When Duty Calls’, I need to balance exciting action conventions with a degree of humour in order to clearly communicate the hybrid genre rather than making it feel like a serious action film.