Common conventions of the film poster

The film industry is a huge revenue based business, when you look at the figures earned recently from films such as 'Avatar' you've got to realise that there's a lot riding on these movies, therefore they need a successful marketing campaign.

After doing some research, I have found out several key elements to a good movie poster campaign.

1. It needs to stand out

The poster company needs to grab the audience's attention straight away through their use of posters. This doesn't necessarily have to be through flashy images, a good method of grabbing the audience's attention is by using some of the film's main characters, this doesn't only introduce the audience to the characters, but can give hints to the story's plot line.




The posters for the film 'The Hangover' have captured the stand out method well. None are particularly beautiful, nor are they real iconic designs, but they’re very effective at getting people to look.
The flashy gradient background, head-and-shoulders character pictures (which can improve response rate,) and bright lighting make it difficult not to stare at one of these posters.


2. Showing without telling

The most effective movie posters are iconic, presenting the themes in the film without resorting to flat out saying what it’s about.
They use imagery, whether a close-up of a character or item that’s a major plot point, or a simple graphic, to establish the film’s plot. Combined with an eye-grabbing design, this can be an incredibly effective way to gain attention and create interest at once.

3. Create an incentive to see the film

When using icons and more abstract imagery doesn’t work with your film – say, for example, it’s a serious drama or a thriller that can’t be explained with iconography – using an image that provides viewers with an idea of the story is a great idea.
Many of the best modern film posters use pictures that put the viewer in the middle of a scene from the film, creating tension and a major incentive.
The incentive is that in order to resolve the situation, the person looking at the poster needs to see the film and find out what happens.

4. Create desire amongst fans and non-fans

With film studios cranking out comic book adaptations at a rapid pace, it’s the ‘true fans’ that end up last in the marketing line.
Studios can rely on them to see their new releases regardless of its review coverage or promotional materials, since chances are fairly strong they’re already aware of it. Great film posters, particularly those for adaptations, use this dual appeal to enhance their advertising.



5. A look that's consitent with the film

 Some of the most memorable film posters out there have used bold, unique artistic styles to their advantage.
What separates these posters from their ineffective art-for-art’s-sake rivals is that they’re consistent with style, in both the movie’s promotional materials and throughout the film itself.



This 'Watchmen' poster uses a consistent look successfully. Since it uses an instantly recognizable comic book style, it grabs the attention of fans of the book. It’s accurate too, using the same type of stylized imagery as the film itself. This consistency means that it isn’t just a great theater-based marketing tool, but a recognizable image for DVD and other releases.

6. A look that suits other formats

Here’s the danger in getting too ‘arty’ and delicate with your film poster: it’s eventually, after release and theater shows, going to be shrunk to a fraction of its original size for the DVD release.
While a growing number of films now use different designs for their DVD cover than their in-theater promo posters, most of the classics and high-budget blockbusters still use the same poster for both.




This means that your imagery, your titles, and your major points of interest need to be just as visible on a small DVD case as they are on a giant movie poster.
The 'Jurassic Park' poster above really gets this feature, using imagery that’s just as visible and clear when it’s small as when its gargantuan. For your poster to work for the long-term, it needs to have scalable, clear, and lasting design appeal.

7. Recognisability, if there's a sequel, make it obvious

From time to time, the entire box office seems to be made up of sequels.
There’s a good reason for it too – some of the most financially dependable films are sequels to successful franchises.
From films that dominated both the commercial world and the awards scene to purely commercial releases, few films can guarantee studios income like a good sequel.
That’s why sequel posters tend to be highly related to the first release, generally with a giant title in the top third of the canvas and instantly recognizable imagery throughout it.