Research (Film Posters)

A film poster is essentially an advert, designed to encourage its target audience to view a film. They aim to indicate the genre of the film and attract audiences in doing so. An example of this is Elizabeth (1998) which was portrayed as a thriller in the UK, whereas it was advertised as a passionate romance film in the US.

Another example of a variation in film poster, targetting different audiences, is Romeo + Juliet (1999). As shown below, the poster on the left portrays the film as a much more romantic tale, compared to the gangster story on the right.

Film posters are also supposed to give an indication towards themes and plot/events. Alerting audiences to stars, especially genre specific stars, is a crucial element of a film poster which will attract audiences. However, what is important to note is the fact that these posters most frequently appear on bus stops, the sides of buses, in tube stations, on billboards and in magazines/newspapers. This means that a lot of the information given by these posters needs to be visual. The semiotics involved need to ensure that the information given out can be easily taken in within the few seconds people spend looking at film posters.

Consequently, there are many conventions associated with the film poster. There are very few film posters which are exceptions to the norm as it has always proved a successful formula. Typically, film posters need to include the name(s) of the key star(s), a pictures of star or iconic image of the film, the film title, a tagline, background images, and the billing block.

With regard to taglines, there are trends which frequently appear. Literary techniques such as alliteration, repetition, rhyme and the rule of three often go hand in hand in certain taglines whereas others might carefully select a balance of clauses, use contrast, or pose rhetorical questions.

A good example of the first kind that I outlined comes from Terminator 2 (1991): "Same make. Same model. New mission." The rule of 3 is not only catchy, but it is visually pleasing. The repetition of 'same' also makes it more memorable.

"What if someone you never met, someone you never knew, was the only someone for you?" (Sleepless in Seattle [1993]) also utilises the rule of 3, but also poses a rhetorical question, designed to provoke thought from the reader.

An example of balance and contrast comes from Schindler's List (1993): "Whoever saves one life, saves the entire world." While this is thought provoking, the way it is structured is likely to make it remain on the mind.

Changes over time:

Wizard of Oz (1939) - Here, there is no tagline, and the billing block comprises of hardly anything. All of the actors who play a main character get a mention, rather than there being a focus solely on the main star. The images are a montage of all of the main characters, with the main setting in the background. From this you get a good idea of the genre.

Bedknobs and Broomsticks (1971) - Here, there are two taglines, both of which are rather long winded. Again, all of the main characters are shown, this time in a scene from the film. Star actors are all mentioned, but here there is a emphasis on their status/importance. There is a billing block, though it is unsubstantial.

 

Nine to Five (1980) - This poster is different in that the actors have posed for the image, but it still has close relation to the film. All three females are relatively big stars so they get recognition, but the male character doesn't. The film poster has developed here in that there is a shorter tagline, a more substantial billing block, and fewer actors recognised.

 

Vantage Point (2008) - This is a much more sophisticated and carefully crafted visual image, incorporating the actors into the main image. The billing block is more substantial, in the typeface we are accustomed to seeing, and actors are recognised recognised. The tagline also takes on a typical form by today's standards, in that it is not original; following standard conventions - being short and to the point.

By Daryl Finch

A few examples of existing film posters:

I, Robot (2004) - This poster features a large image of the star of the film (Will Smith) with his name printed next to it, suggesting that he will be the biggest attraction to view the film. The star is dressed in black and looks serious which implies its an adventurous and perhaps sad film. The tagline "one man saw it coming" gives an ominous undertone. The fact that it is Will Smith playing the role would suggest to viewers familiar with his works that there will be an element of action in the film. The background image, full of robots, implies the the film also has elements of sci-fi which could suggest an invasion of robots onto earth.

Platoon (1989) - There are creative technical codes used in the title. The title is in bold, all in uppercase, in white, with red outlines. Two letters are replaced with dog tags which immediately has war connotations, but the fact that they are attached to a peace symbol perhaps suggests a personal, inner conflict. As dog tags are generally associated with war, the attached peace sign suggests the soldiers were conscripted and are there against their own will. The foreground image of the man is picked out, set against the background of destruction. He appears to be dying in great pain, perhaps praying to God. The background of palm trees, normally associated with paradise, are alight. This suggests a napalm attack, immediately associating the film with the Vietnam war. The image in itself suggests a paradise lost... hell on earth.

Shaun of the Dead (2004) - The prodominant colour of the poster is red; perhaps signifying death or the blood associated with a zombie film. However, what the poster shows is a 'normalisation' of these zombies. They are on a London train, in a normal, everyday situation. This links to the poster tagline "ever felt like you were surrounded by zombies?" - a humourous comparison to commuters. The genre of the film is easily identified as spoof horror. The fact that there are zombies represent the horror element, but the flowers represent the romantic aspect described in the second tagline: "a romantic comedy with zombies." The main character is picked out by the use of colour contrasted the zombies' washed out grey colour. The white font is bold with chapped edges which could represent gravestones, in a sense linking to the zombies.

By Jason Grandison