Theorists

Genre Theory: 

Rick Altman
Semantic Elements - visual or sound, clues and signs that help the audience notice the genre (for example darkness). Syntactic Elements - themes and plots, they are harder to find and see but make up the story.
Steve Neale 
''difference in repetition'', take familiar ides from a range of different films of the same genre (psychological thriller) and puts them all together. genre evolution: the form finds itself, the classic, stretching the boundaries, parody and homage.

Narrative Theory:

Tzentan Todoroz
Equilibrium, Disequilibrium, New Equilibrium
Claude Levi-Strauss
Binary Opposites
Vladimir Propp
Character types; villain, doner, the helper (magical), princess, father, dispatcher, hero (anti-hero)
Roland Barthes
Open and closed questions, narrative codes: action codes and enigma codes.

Representation Theory:

Angela McRobbie
Men and women represented through stereotypes, traditional gender roles
Laura Mulvey 
'male gaze' - women are either the 'virgin' or the 'whore' - dichotomy (a contrast between two things that are different)
Stanley Cohen
That groups in society are demonised causing moral panic.

These theories are for genre, narrative and representation who have evolved the ways that producers of films and audiences look at films now and how they looked at them in the future.