turn the genre on its head

[Bushwhacker]

As a matter of fact, I've found the expression like that: "we decided it would be fresh, interesting and funny to try and turn this genre on it's head." But I suppose it's a mistake because it seems it makes much more sense its; doesn't it?

Anyway, what I want to ask is for the meaning of "turn this genre on its head"
I think it means "to put upside down the mechanics of a genre (movie genre by the way)"
Am i right?

Thanks a lot?

[Shakespeare's brother]

You're right. And it would be its by the way. But out of interest I'd like to know how you would turn a genre on its head. What aspects of a genre would be turned? And would the emerging genre then have label???

[Bushwhacker]

You're right. And it would be its by the way. But out of interest I'd like to know how you would turn a genre on its head. What aspects of a genre would be turned? And would the emerging genre then have label???

Well, it seems it would be a parody,a takeoff, a mock. The movie takes a serious one and put it upside down making fun of all of its grave items, imitating them humorously.
I think it's in this sense that the sentence is said, and according to your kind answer.
Thank You very much.