The document summarizes interviews with people about what elements of film posters influence their decisions to watch a movie. It finds that the main image should captivate viewers and reflect the film's themes. Posters should include the protagonist and hints of opposing forces. Dark colors like red and black are expected for horror posters. Facial expressions can portray emotions that suggest a character's role. Including background imagery, tags and social media links provides more context about the plot.

1. Target Audience Research:
Interview responses
By Danielle Duffy

2. Q1: What element of a film poster do you feel is the most
influential on your decision to watch the film?
Person 1: “the main image of the poster, and whether it
captivates me”
Person 2: “the contents of the visual – stars featured”
Person 3: “the genre and themes which are suggested through
the overall house style”
Person 4: “the effectiveness of the main image”
Person 5: “the producers’ names – whether the companies are
well known”
Person 6: “the image and what it suggests about the narrative”

3. Q2: What makes an effective anchorage/main
image?
Person 1: “one that is edited to a professional standard”
Person 2: “it should reflect the themes of the film well”
Person 3: “it should include the main character of the film”
Person 4: “there should be an indication of the opposing
force/antagonist”
Person 5: “represents what the film is about”
Person 6: “communicates through the featured character’s
body language and expression the genre of the film”

4. Q3: What do you think the main image of the
poster should include?
Person 1: “the protagonist and antagonist, or imagery that
suggests the presence of an opposing force”
Person 2: “the main character in order to introduce them”
Person 3: “the main character(s) so we can see who they are
portrayed by”
Person 4: “the main character and imagery expressing the
themes of the narrative”
Person 5: “imagery containing a significant motif or symbol
from the film (if applicable)”
Person 6: “a striking image of the main character”

5. Q4: What makes a successful title?
Person 1: “it should stand out (in contrast to the other text
featured on the poster)”
Person 2: “it should be related to the themes of the film”
Person 3: “worded effectively with reference to the narrative”
Person 4: “it should be coloured with an appropriate colour
that is suitable for the genre”
Person 5: “the font should reflect the genre and style of the
film”
Person 6: “a title that is memorable”

6. Q5: Which colours would you expect to see on a
horror film poster?
Person 1: “red as it is connotative of blood and suffering which
are common themes in horror”
Person 2: “black as it is evocative of darkness and gloom”
Person 3: “any colours used should be dull”
Person 4: “red as it is conventional and symbolises blood”
Person 5: “a simple colour scheme that avoids the use of bright
colours”
Person 6: “red, dark greens, black, gray etc.”

7. Q6: Which textual elements are vital in
prompting you to see the film?
Person 1: social media, website, actor names, director name
Person 2: social media, actor names, director names
Person 3: social media, director names
Person 4: social media, website, actor names
Person 5: actor names, director names
Person 6: actor names

8. Q7: How relevant to you is the inclusion of social
media links within a film poster?
Person 1: very relevant
Person 2: very relevant
Person 3: slightly relevant
Person 4: very relevant
Person 5: not at all relevant
Person 6: not at all relevant

9. Observation of ‘Scream’ (1996) poster
What they like about the poster
Person 1: “I like the minimal use of colour and monotone colour scheme with the character’s blue
eyes standing out”
Person 2: “The withholding of information about the plot adds an air of mystery that makes me
anticipate the film”
Person 3: “The use of facial expression is effective in conveying the genre”
Person 4: “The title communicates the genre successfully”
Person 5: “The use of a close-up shot draws you in”
Person 6: “The different tones of colours of the text (depending on its importance) is well done”
Criticism/what they think could be improved
Person 1: “the tagline is too long and consequently lacks impact”
Person 2: “more colours to make it more captivating”
Person 3: “it doesn’t give away much about the plot and therefore it isn’t highly persuasive”
Person 4: “It doesn’t look awfully interesting or unique due to the lack of information given”
Person 5: “the font of the title could be better”
Person 6: “needs a more effective tagline”

10. Observation of ‘Don’t Breathe’ (2016) poster
What they like about the poster
Person 1: “the main image and title tie in well together”
Person 2: “the use of colour is rather effective and makes the image stand out”
Person 3: “the dominant black background is conventional of the genre and also reflects the
style of the movie”
Person 4: “I like how they have used colour to make the image unique and captivating whilst
evocative of the genre”
Person 5: “the expression of the character is effective in informing us of her role as the
victim, and the genre as horror”
Person 6: “it is rather mysterious and makes me want to see the film”
Criticism/what they think could be improved
Person 1: “perhaps could use additional imagery to give us more information about the plot”
Person 2: “I think that for this particular film, the antagonist should have been included as
its plot is what makes the film unique – show your USP”
Person 3: “could do with a tagline”
Person 4: “needs some background imagery”
Person 5: “perhaps the addition of a tagline would help tell us more about the plot”
Person 6: “doesn’t show the threat and I think that for horror it is key to have an indication
of this”

11. Summary of findings
• The main image of the poster should be used to captivate the
audience as this is the main point of the poster
• The anchorage should include the protagonist and some indication
of the opposing force within the film, and should be enhanced with
digital editing to make it impressive and eye-catching, as well as
reflecting the themes of the narrative well
• The title should compliment the house style and use a font that is
reflective of the themes
• They would expect to see dark colours and red due to its symbolism
of blood and pain which is conventional of the horror genre
• Our audience are keen to use social media to interact with the
release of the film

12. Summary of findings 2
• Facial expressions of the characters should be used effectively to
portray an emotion conventional of the genre – e.g. A frightened
look would suggest that the character featured is the victim
(protagonist)
• Taglines are useful pieces of text which give us more information
about the narrative
• Elements should compliment the overall house style
• Background imagery should be used as this helps give more of an
idea of the plot, and this is what draws the audience in
• An injection of colour can be effective as it catches our attention

13. Conclusion
This task has enabled me to collect useful information
about the opinions of our target audience. I will be able
to utilise this when producing ideas for the visual design
and format of my own poster. For example; as my
audience found that within horror posters an indication
of the antagonist is effective, I will aim to include within
my design something that conveys the sense of danger
within our narrative.