Film Poster research - Conventions

Film Poster Research

What are the conventions and elements of film Posters?

There are many conventions film posters have:

1. Name(s) of main Star(s); allows any potential audience of the poster to quickly and easily identify the star of the film, as this may reveal the genre of the film e.g. Hugh Grant would have the connotation that the film is a romantic-comedy, whereas Gerard Butler would have the connotation that the poster is advertising an action film. Furthermore many of the film going public have a favourite actor/actress and so maybe inclined to see the film just because it stars them and so the star’s name also acts as an advertisement for the film.
   
2. Picture of star or iconic image from the film; this suggests the genre of the film as well as giving hints at possible plot and themes. If picture is the star it is usually intended to further advertise the film on the “fame” of the star.
   
3. Background images; used to further promote the film, while also further suggesting the genre and themes of the film.
   
4. Film Title; simply promotes the name of the film.
   
5. Tag Line; Enticing, catchy short phrases used to advertise the film and sell a movie, while also summing up the plot, tone, or theme of a film.
   
6. Billing Block; Promotes the studio and producers behind the film. Typography of the billing block is usually 25% to 35% of each letter in the film title.

As can be seen from the movie poster from the 1999 film “The Matrix” Film posters make use of all if not most of these conventions in order to advertise/promote the film.

The large picture dominated by Keanu Reeves would immediately attract the audiences’ attention and as everyone in the picture is carrying a gun immediately suggests to the audience that this is an action film. Furthermore Keanu Reeves who had massive success with the 1994 hit “Speed” would also further advertise the film, as many of the mainstream cinema-going audience would want to see Keanu Reeves star in another action film as “Speed” was such a success. The Film title the matrix informs the reader of the name of the film, but the typography, font and “the Matrix” being an unusual name has the connotations that the film also has science-fiction elements. This is supported by the background image which first appears to be rain actually being computer code, which also hints at a theme of the film which is “not everything is as it seems.” The science-fiction element of the film is also further supported by the films tagline “On April 2^nd the fight for the future begins” which also informs the audience of the release date. The film also posses a billing block, advertising the various studio and producers behind the film.

The second poster is a teaser poster for the same film (The Matrix). It has a picture and arguably the film title, the picture only serves the purpose of revealing a very small amount of information about the film, in this case that is the genre of the film is science-fiction due to the connotations of the computer code in the picture, supported by the line of readable text “Everything with a beginning has an end” and that computers are likely to play a theme in the film. Thus the poster lacks many of the conventions of film posters, as it does not possess the stars name, tag line, billing block or background image. Also the only reference to the films name is in a website(Call to action) featured at the bottom of the poster, and this would be unclear to the audience as could not be certain this is actually the films name. The film does this to attract the audiences’ attention and cause them to wonder what the film is actually about as this poster only “teases” at the film and does not supply a great deal of information, and possibly force the audience to go on the website (call to action) supplied to find out more information.

Furthermore in recent years there has been an increase in 3d Posters or lenticular posters e.g. The Spider-Man 3 lenticular movie poster features the chest torso of Peter Parker’s red Spider-man suit that morphs into the black and white “symbiote” costume which is the villain Venom. The Spiderman lenticular poster 3D effect happens when the viewer changes angles when looking at the poster. And is an example of a different type of film poster that could be produced for our film. (http://posterwire.com/archives/category/information/).