• A poster campaign must project a coherent idea
of the film across all posters – the film becomes a
brand with a clear identity e.g. ‘house style’
• Formats – Teaser, Release, (outdoor landscape/
billboard or portrait/ bus shelter, Post-release
(press quotes & awards or nominations) &
• Imagery – 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).
• Usually no ‘billing block’ – why?
• Often no title – simply potent icon or image
• Simple, crisp, & over arching message – often
a mystery, hook or tease (enigma) to draw
audience interest (‘raising product awareness’
in advertising speak)
• Date of release to create ‘buzz’ over
imminence of general release.
• Main campaign ingredients and iconography
used for all poster and marketing materials.
• This house style creates a ‘branded’ concept
that identifies the film as a ‘unique good’ 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.
Post Release – 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 ‘mark of quality’ stamp
–used to attract & reinforce target audience.
• Appropriate quotes must connect with target
audience especially press/magazine/TV refs
• Quotes may reinforce particular genre
elements – comedy, drama or horror.
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 ‘outdoor’ at bus shelters or in magazines
to maintain the presence of the film and
saturate audience awareness.