Key People

Roland Barthes - Enigma codes - Make the audience ask questions.
                           Action codes  - makes you do something E.g shaking your head.

Rick Altman  - Emotional pleasures - The emotional pleasures offered to audiences of genre films are                                                                           particularly significant when they generate a strong audience.
                 
                     - Viscel pleasures - Viscel pleasures are gut responses and are definers by how the films constructions elicits a physical effect upon its audience. This can be a feeling of revolution, ken tic speed or a roller coater ride.
                     - Intellectual puzzel - Certain film genre such as the thriller offer the pleasure in trying to unravel a mystery or a puzzle. pleasure is derived from deciphering the plot and forecasting the end or being surprised by the unexpected.