The history of the film poster has a sketchy origin and anonymitiesBecause contrary to what one might think, the practice of promoting films through posters was not created with the aim of delighting audiences with their mesmerizing designs and images. In reality, when the idea of capturing photographs referencing major movie attractions on sheets of paper was conceived, the intention was never to attract waves of collectors (who now form huge lines at conventions to purchase limited editions). The names of the people who were responsible for the designs played little or no role. At the beginning of the seventh art, the only thing that was relevant was the sales of the performances presented in the theater.
It sounds sad that it all started as a simple marketing ploy, but that’s how it was. In the late 19th century, film was still new territory, but what was already standard was print advertising (via The trick): From theaters to schools, if you want your offer to be considered, your best bet is to use flyers or decorate landmarks with banners.
This did not go unnoticed Johann Alois Senefelderan aspiring lawyer from Prague who gave up his dream of becoming a playwright and actor after his father’s death – at the time, entertainment was a dominant sector of the European economy.
One day he discovered today’s lithography by chance because he had to write a list and only had a stone plate and a pen. As he poured acid onto the page, he noticed that what he had traced remained printed. Shortly afterwards the process was used by the French designer Jules Cheretwho in 1890 presented a painting whose aim was to serve as an invitation to a magic lantern performance in which the film was to be shown Artistic projections. For this reason, the artist is considered the father of the history of the film poster (via Filmmaking IQ).
Around this time, Thomas Edison patented the poster format most widely used in North America, known as “A leaf“ – literally “one page” – which is vertically oriented and measures 69 x 102 cm (width). Click here to see other sizes used in other countries).
But that was just the beginning.
NOTE: To start with chronologythere will be a significant time jump
The film poster through the ages
Since Chéret introduced his work, numerous artists began offering their services to the film community. Unfortunately, many remained anonymous because the paintings created at that time traveled from cinema to cinema until they were disposed of (recycling did not make sense).
In Mexico, for example, it is known that it was the first film to have a poster Santa Clausfrom 1932, directed by Antonio Moreno (via General Archives of the Nation). However, the name of the person who created the design is not known.
1940-50
During these decades, graphic design became increasingly important in the United States. National Screen Service was responsible for distributing the posters across the country. As reprints became possible, a numbering format was invented which consisted of the following: [AÑO/NÚMERO DE SERIE]. The predominant design style emphasized characters, used large and thick fonts, and bold colors.
Bill Gold He held the title of the most important American graphic designer of his time. His most famous poster was the one he made for White House (1942).
1960
Psychedelia and conceptualization. What counted here were the bright colors as well as images and symbols that made the film’s plot understandable to us. Less is more. The work of Elaine And Saul Bassas On the manner of the damage (1964).
1970
For a short time the preferred technique was to use photos of the scenes and cast. The art for Carrie (1976) illustrates this trend.
1980
The poster In this decade they began to take the form we know today. For the first time, typography, images and credits would have equal importance, which is why a mix that directly or indirectly recognizes the great work of everyone involved in a production is becoming increasingly common.
A good example of this is what was done by Drew Struzan for Back to the Future (1985).
Current film poster
In the mid-2000s, the history of movie posters in the United States took a definitive turn when the National Screen Service closed its doors after being acquired by the Technicolor company. Currently, the studios themselves are responsible for managing the accompanying materials.
Now a style with a certain touch of minimalism is applied, but combining some of the previous techniques, as in the case of the work of Akiko Stehrenberger for Portrait of a burning woman (2019).
You may also be interested in: Movie posters that lacked more design.
Anatomy of the Movie Poster: Key Elements
What shouldn’t be missing from a poster:
Important film poster art or iconography
It is the image or character on which the entire production campaign is based, or something that immediately captures us – for example, the flying bike and the moon in it ET.—.
If the poster said nothing else, the above would be enough to get us hooked.
slogan or phrase
It’s a very small summary of the essence of a film in one line. The equivalent of the journalistic bullet, but designed specifically for those who want to have the best adventure in the dark. So it consists of telling something in a few words. Sometimes these words take up all the space allotted for advertising, but they can also be quite small compared to everything else.
The most vivid examples: when Superman (1978) made us “believe that a man can fly” as social network showed us that “you can’t reach 500 million friends without making a few enemies” or when extraterrestrial He reminded us that “in space, no one can hear you scream.”
Logo and typography
The name of the film should draw us in, but… what if the whole thing is complicated? It seems that the words “Jurassic Park” alone do not have the power to attract an audience, for example on a ticket or on a marquee. However, when that big red circle surrounds the horrific silhouette of the dinosaur skeleton, things change.
In the history of the film poster, the work carried out for war of stars either Wonder Woman.
Credits
To highlight the importance of everyone involved in the making of a film, it is not enough to create opening and closing credits sequences. Sure, on celluloid and digital the results can be wonderful, but the truth is that on paper they are also captivating. They can be presented in different ways, for example around the poster. However, usually the names of the actors and the director of the film are placed at the top, or even just the last names are used in capital letters, depending on how well known the members of the team are.
Below are the remaining roles within the production, such as those who composed the music and wrote the script. The companies that made the implementation possible must also be named.
Reviews and reception at festivals
It is important to clarify that this is an element that is not always present, but whose effectiveness has already been proven on several occasions. We live in a time where it is almost impossible to escape other people’s opinions on almost any topic, including cinema. If reviews for a film are positive and it has won awards worldwide, audiences will undoubtedly watch it. That’s why some posters these days are adorned with a wealth of review quotes and seals of excellence from international festivals to arouse anticipation.
As an example, this art is by Ladybugby Greta Gerwig.
Color schemes
It appears that the North American film industry already has a system in place that, while not official, is often recognized by those who already have design experience (via Vanity Fair And The Wrap). These are some of the most commonly used color schemes to promote specific genres.
It occurs mainly in films about nature, especially documentaries or with references to vacation or a motivational theme.
It is common on independent film posters as this is the most noticeable color. If low-budget advertising is required, this technique is appropriate: it does not require much design and works reliably because nothing goes unnoticed.
Almost every romantic comedy poster has a white background. Because? To emphasize that it has a light tone. As if that wasn’t enough, it forces us to focus our attention on those who make up the cast.
- Dark blue, black and orange
Whether alone or combined, these colors are always present in action films and promise endless adrenaline.
This was a short story about the movie poster. Would you like to decorate your house with all these works?
