I'm sorry for keeping this one up, but I can't resist: LMA: We're talking marketing. Imagination? Surely you jest!....
Look at it this way, j.d....encouraging the blending of genres, and thus inducing nervous breakdowns in marketing executives (it will happen to them all, eventually, because as you point out none of them have imaginations) is just my little way of keeping the therapists in business. Look at it as my little contribution to the economy.
And, on a more serious...and on-topic...note: I have never really understood the need for such strict categorization of genres, to the point that no science fiction should, according to some, seep over into fantasy, or fantasy into science fiction ("Don't cross the streams. That would be very bad"). The same with other genres. Some of my favorite novels cross genres. Look at Kage Baker's
In The Garden of Iden. It's science fiction. It's romance. It's probably also fantasy. And it works really well, in my opinion. Perhaps it is because I read in most genres and enjoy them all the same, where some will only read science fiction, or fantasy, or detective novels, or whatever.
With my enjoyment of all genres and the blending of more than one in one story, I guess I just don't understand what is so difficult about selling something that crosses genres. I offer as an example the film
Field of Dreams. It was sold as a baseball movie. And it was a baseball movie. But it was also a fine fantasy, only I didn't know that until I went and saw the thing, because of the way it was sold. I don't know if they were afraid that baseball fans couldn't handle the fantasy aspect and wouldn't go see the movie, or if they figured that fantasy enthusiasts are all pasty white couch potatoes who hate sports and would stay away if the fantasy didn't include swords and dragons or whatever. And maybe my faith in people's imaginations is misplaced. But it would seem to me that advertising it (or any cross-genre entertainment, be it book, movie or whatever) as being of more than one genre would actually increase, not decrease, the audience.
Just call me Pollyanna, I suppose.