The Future is Now: What’s Next for Film Posters?

Abstract

This article is part of a broader research about the state of the art regarding film posters. However, it’s not just about film posters but what they represent and how the messages, images and typography that they convey have always migrated to other artifacts associated with the films. The contents are divided in four parts: Introduction; In the 20th Century, which touches on physical media such as lobby cards, print advertising, interventions in public spaces and transportations, home video, among others; 21st Century: The future is here, more focused on social media and streaming platforms, as well as moving and interactive posters that shed a light on what can be expected in the near future from film posters; and, finally, Conclusion. By presenting a wide range of applications and media outlets this paper aims to clarify that not only the definition of film poster will eventually change in the upcoming future, but that this artifact doesn’t exist only within itself, instead creating the basis for the entire visual identity of a film and the material and immaterial declinations of such identity. The article presents several examples of these marketing campaigns and how they are articulated with the poster. It also reinforces the role of the designer as creator and mediator of these applications in order to guarantee that a reasonable level of cohesion is kept during the period of time surrounding the film’s release in cinemas, home video and streaming platforms.