Film posters are a main part of a films promotional package as they are used to attract the audience with forms and conventions such as;
- Title of the film in a bold and large font to attract the audiences eye
- One main image is usually used in film posters (usually of the main character/s) or something iconic of the film
- Contrasting colours to make it clearly visible
- Names of the main actors
- Logos of the film company who produced the film
- Tag line or pull quote
- Certificate of the film and a billing block
The Purpose of Posters
The film poster is representational of the film and usually connotes the narrative of the plot through the conventions and codes above. There are often more than one poster promoting a film, all varying in size and content. For example, each poster could be showing a different character from the film or the poster could be landscape rather than portrait as it is a billboard poster. Sometimes, in order to create hype for a film earlier, a teaser poster is released and contains basic information so not to give away too much of the plot away or the characters and theme.
The poster on the left for Astro Boy is a good example of a teaser poster. It plays on the audience’s knowledge that they know the characters iconic hairstyle and the fact he is a robot/android this creates an active audience and also creates hype with the dark lighting of the image, ‘shrouding’ the characters face and not giving away any of the plot. The teaser poster or advance poster in comparison to recent posters of Astro Boy such as the one on the right doesn't show much about the film.
Character posters are also used and often contain one main image of the character and either the actor or character name with a tagline related to the character. For example, the film Kick Ass has used character posters that include a tagline related to the character.
Conventions.
1. Title
The title of the film is usually a key feature of a film poster and the style of the text is usually repeated throughout the promotional texts used (trailer, posters etc) and sometimes becomes iconic of the film. The coherent use of the title can help the audience link each part of the film's promotion. For example, the Harry Potter films.
The title of the film is conventionally at the top centre or bottom centre of the poster. However, in postmodern times a lot of films go against the standard stylistics and place the title in the centre or in a corner. Examples of posters with a conventional title layout can be seen above with the Astro Boy poster on the left and also the Kick-Ass posters.
2. ImageThe image is reflective of the film and can be the main character of the film or something iconic, for example the Batman logo from the 1989 Batman film. The image also promotes the actors and characters in the film as well as what genre the film is.
3. Colours
Colours usually connote the tone of the film and aid with the atmosphere the films creates. For example, the colour red can connote blood and danger or love and romance. The lighting of the images in the poster can also apply a certain tone and atmosphere. For example, a dark lighting could connote fear and suspense. The Wolfman poster to the left has dark lighting and neutral and dark colours promoting tension and suspense in the thriller/horror film.
4. Names of actors or characters
Generally, if the film is set to be a blockbuster, there will tend to be some famous actors in the cast. The actors who play the main characters in the film are usually credited on the poster and the film trailer.
5. Logos
The logos of the film production company are usually featured at the bottom of the poster. But other logos could be the film logo which ideology is iconic to the film, for example the 'S' logo of Superman.
Colours usually connote the tone of the film and aid with the atmosphere the films creates. For example, the colour red can connote blood and danger or love and romance. The lighting of the images in the poster can also apply a certain tone and atmosphere. For example, a dark lighting could connote fear and suspense. The Wolfman poster to the left has dark lighting and neutral and dark colours promoting tension and suspense in the thriller/horror film.
4. Names of actors or characters
Generally, if the film is set to be a blockbuster, there will tend to be some famous actors in the cast. The actors who play the main characters in the film are usually credited on the poster and the film trailer.
5. Logos
The logos of the film production company are usually featured at the bottom of the poster. But other logos could be the film logo which ideology is iconic to the film, for example the 'S' logo of Superman.
6. Taglines and quotes
Taglines are relevant to the film and may actually be a quote said by the character or relevant to the narrative. For example, the tagline for Flash Gordon (1980) is "Pathetic Earthlings... Who Can Save You Now?" This tagline has sci-fi related words such as 'Earthlings' and the interrogative suggests the hero, Flash Gordon, will have to save the day.
The tagline is usually catchy and short to entice the audience, used to promote the film. So for a comedy the tagline will usually be funny.
7. Certificate and billing block
The certificate is usually made by the BBFC in the UK and certifies what age the film is appropriate for.Poster Sizes
There are different types of posters too.
Posters that are often used to promote a film outside the cinema or on a board for example are quads and usually measure 30 inches x 40 inches in landscape format.
The double crown and one-sheet are both in the portrait format but are in different scales. The double crown is usually 20 inches x 30 inches and the one sheet is 27 inches x 40 inches. These sizes are usually seen in bus stops or used as a product of the film and sold in shops.
Major film releases usually have a larger promotional campaign and use billboards to reach a wider audience. The size usually measures 106 inches x 234 inches and are usually placed on main roads which have many stops on them, for example traffic lights.
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