2. Poster Conventions
⢠A poster campaign must project a coherent idea
of the film across all posters â the film becomes a
brand with a clear identity e.g. âhouse styleâ
⢠Formats â Teaser, Release, (outdoor landscape/
billboard or portrait/ bus shelter, Post-release
(press quotes & awards or nominations) &
character posters.
⢠Imagery â Must highlight key focus of story &
characters. Use iconography to convey genre &
emotional tone. Sum up story in a picture using
key signifiers (including intertextuality).
3. Teaser Posters
⢠Usually no âbilling blockâ â why?
⢠Often no title â simply potent icon or image
used (branding).
⢠Simple, crisp, & over arching message â often
a mystery, hook or tease (enigma) to draw
audience interest (âraising product awarenessâ
in advertising speak)
⢠Date of release to create âbuzzâ over
imminence of general release.
5. Release Poster
⢠Main campaign ingredients and iconography
used for all poster and marketing materials.
⢠This house style creates a âbrandedâ concept
that identifies the film as a âunique goodâ in a
crowded market place. Billing block present.
⢠Use of a logo or other icon is often vital for
large scale Hollywood films, crucial for synergy
& merchandising. Use of tagline common for
audience recognition & recall.
6.
7. Post Release â Pull Quotes Poster
⢠A variant of the main campaign concept but
with a positive line or quotes pulled from a
press review just after/around general release.
⢠Pull quotes provide a âmark of qualityâ stamp
âused to attract & reinforce target audience.
⢠Appropriate quotes must connect with target
audience especially press/magazine/TV refs
⢠Quotes may reinforce particular genre
elements â comedy, drama or horror.
9. Character Thumbnail Posters
⢠Separate posters, usually portrait format on
different characters from the film.
⢠Designed to appeal to different audience
segments (male, female, young, old, etc).
⢠Used âoutdoorâ at bus shelters or in magazines
to maintain the presence of the film and
saturate audience awareness.