Intertextuality is the where media products reference other media products that writers and producers assume the audience will recognise. It can be done in a few different ways, parody being the most obvious. A parody is when a film makes fun of another film, the "Scary Movie" series does this very well by poking holes at horror films that were completely serious films.
"Scream"
"Scary Movie"
In the scenes from "Scary Movie" you can see they quite accurately recreated the scene from "Scream", from costume, to even the character and camera movements during the scene, you can tell it is a parody as they have changed some things around and also changed the dialogue to give a more humorous tone.
You can also note the reference to Prince (the singer), this is again a form of parody because they are making a mockery of Prince.
Intertextuality can lead to some actors being type cast, for example, Bruce Willis is known for playing tough guy action roles. He is in all of the Die Hard movies, he was in the film RED and both Expendables and more recently, Looper. He is cast in these specific roles because producers know that the audience will respond well to him as the character and they know he already has a fan base, which makes the film easier to market.
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