2. The Image
• The main focus of typical horror film posters is usually a character or can sometimes
be an object. The character shown on the poster is always a significant character
who has high importance to the film’s narrative.
• It is usually the film’s antagonist who appears on the poster, and this is to create
mystery and make the audience feel scared but intrigued. This is done through the
mies-en-scene because the antagonist is usually made to appear out of the
ordinary and sometimes supernatural through the use of editing. This is common for
films such as Orphan and Insidious (images on the right) when the main character
does not begin in the film’s narrative as the obvious antagonist, but instead they
develop into a dangerous antagonist as the film progresses. This is conveyed on the
poster through editing the images of the characters to look sinister to give the
audience a hint that the character is potentially dangerous, encouraging them to
watch the film to find out more. For example the boy on the Insidious poster has his
eyes etched out which appears mysterious and unnerving. Likewise the girl on the
Orphan poster has very dark eyes and there is a lot of shadow on her cheekbones,
emphasising her stern facial expression and suggesting that there is something not
normal about this girl.
• Another generic convention of horror film posters is to have direct- mode- of -
address with the audience through the image of the main character on the poster.
By having the character stare intensely at the camera, it draws the audiences
attention to the poster and can create an unnerving and anxious atmosphere. It can
make the antagonist seem very intimidating and can also make the audience feel as
as if the antagonist is threatening them to watch the film to find out more.
3. The Image• The image of the character is usually in the middle of the poster
to give a main point of focus and to grab the audiences attention.
The image of character often gives the most hints about the film’s
narrative so it can be something which is important in tempting the
audience to watch the film.
• The image on the poster usually has some typical mies-en-scene
which makes it generic to the horror genre. The lighting is usually
very low to put emphasis on the character, also creating mystery
and making the character seem isolated. The dark lighting creates a
dark atmosphere and suggests that dark, sinister things happen in
the film.
• The image often has editing which distorts the image, making it
clear to the audience that the genre of the film is horror. This
distortion can include the addition of blood or gore such as in the
Carrie poster, or manipulating the image to suggest the theme of the
film such as in the Silent Hill and Jessabelle poster. The Jessabelle
poster suggests that the female character develops a second
personality or perhaps gets possessed, similarly the Silent Hill
poster suggests that the girl gets silenced perhaps by some
supernatural force.
• Another form of mise-en-scene which can help convey the genre of
the film, and is typically used on horror film posters is props. Props
such as weapons or tools are used to make the audience feel fear
and they already become worried for the characters as it is clear
danger lies ahead. This applies to the House of the Witchdoctor
poster (on the right) for example.
4. The Image
Long shots Medium Long shots Medium Close up Shots
• The typical shot type used horror film posters is usually one of the following: a long shot, medium long shot or a
medium close up shot. The shot used for the poster depends on whether the directer wants to introduce the
audience to the antagonist or protagonist, and each shot type has a different effect on the audience.
• A Long shot may be used to show the antagonist because it creates mystery having them seem so far away,
meaning that they are not fully revealed and this creates a fear of the unknown for the audience, for example in The
Conjuring and Sinister posters.
• A long shot to show the protagonist makes them appear isolated and this can cause the audience to feel anxious
for them as the long shot portrays them as vulnerable and in danger, such as in the House of the Witchdoctor
poster.
• The antagonist may also be shown in a medium shot or medium close up shot and this can be quite intrusive
and uncomfortable for the audience, as the close up shot creates a small distance between the audience and the
character and it is made clear through the mies-en-scene that they are dangerous through their often menacing
stare, therefore the audience are made to feel uneasy.
• If the protagonist is shown in a medium shot or medium close up shot, it is to make the audience feel sympathetic
towards the character. By having them appear closer to the audience, it enables them to relate and it may make
them feel as if the character is reaching out to them for help especially through the direct mode of address such as
in the Silent Hill poster.
5. The Credits and
release date
• The credits are usually at the bottom of the
poster in a very small font because the
majority of people do not care to read them
fully, therefore as they are not such an
important marketing feature as the image
and the film name, they require less space and
a less prominent position. However the people
who do wish to read them can gain additional
information about the film such as the
production companies, other actors/ actresses
and the writers and directors as well as other
crew members. This information may
encourage people to watch the film if the
reader recognises an actor or director or writer
who have been involved in another film which
they liked.
• It is a generic
convention of horror
film posters to have
the credits and release
date of the film at the
bottom of the poster,
underneath the image
and the film name.
• The cinema release date is often below the credits, however in a
larger, more prominent font because this needs to be easily visible
to the audience so that they know when they can see the film if it
appeals to them. As it is a more important piece of information than
the credits, it must stand out.
• Below the credits is usually several institutional logos to represent
the production companies involved, showing the audience that they
can expect similar standards from the other films the companies
have created.
• The website address is also given so that the audience know where
they can go to find out more information about the film such as
behind the scenes features and the trailer.
6. The Font and
Colour Scheme
• The film title is always shown on the
poster and is conventionally the
biggest, most prominent font as it is
the most important piece of
information on the poster so it needs
to be obvious to the audience. It is
important they can identify the film title
so that they can find out more
information or go and watch it. The
font used for the title is often bold and
in order for it to be eye-catching, it
often relates back to the horror genre
or to the narrative. For example it may
appear to be distorted, such as
Mirrors or Silent Hill, and this connotes
supernatural activity, or it may be red
and appear like blood like Insomnia, to
connote danger and death. Or like the
Orphan poster, it may be in a child’s
handwriting to suggest that a child is
significant in the narrative.
• The colour scheme is often dark and
the most common colours used are
black and red. Black is used because
it creates the atmosphere of darkness
and mystery and red is often used to
connote danger and perhaps blood,
and it also stands out and catches the
audiences attention, making it obvious
that the film is a horror and that the
narrative contains danger and
perhaps death.
7. Tagline
• Horror film posters typically include a
tagline which is usually a few words or a
sentence which catches the audience’s
attention and becomes memorable and
something they associate with the film.
• It’s purpose is to give the audience a
slight hint about the film’s narrative but
not giving too much away. It tempts them
to go and see the film after giving a slight
suggestion of what the film may be about.
• It usually appears either below the film
title, or at the very top of the poster but in
a smaller font so that it is one of the first
things the audience sees after the image
and the title, drawing them into the poster
and making them become intrigued
about the film.
