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THE MOVIE POSTER

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MOVIE POSTER HISTORY MOVIE POSTER HISTORY A typical poster for an early Edison film contained little more than the ... Most of the actors in the early films choose to ... – PowerPoint PPT presentation

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Title: THE MOVIE POSTER


1
THE MOVIE POSTER
2
MOVIE POSTER HISTORY
  • Although considered a relatively new medium to
    most, the movie industry has been in existence
    for over 100 years. It has not only survived but
    prospered through a century of almost
    insurmountable obstacles and adversities.

3
MOVIE POSTER HISTORY
  • Today, movies are a billion dollar industry. The
    movie poster, in all of its sizes and forms, has
    been the backbone on which this industry was
    built. Movies and their posters have grown
    side-by-side since the late 1800's.

4
MOVIE POSTER HISTORY
  • During the late 1800's, many inventors
    experimented with devices that would make
    pictures appear to move. The Belgian scientist,
    Joseph Plateur, invented the phenakistoscope in
    1832.

Joseph Plateur
5
MOVIE POSTER HISTORY
  • This device consisted of two disks a few inches
    apart on a rod. Plateau placed painted pictures
    of a person or thing on the edge of one of the
    disks, each picture being slightly advanced. The
    other disk had slots, so when both disks were
    rotated at the same speed, the pictures appeared
    to move as they came into the view of the slots.

6
MOVIE POSTER HISTORY
  • Entertainment advertisement

7
MOVIE POSTER HISTORY
  • History of the Movie Poster
  • http//www.mhsgent.ugent.be/engl-plat5.html

8
MOVIE POSTER HISTORY
  • From the very beginning movie posters were a part
    of commerce, designed to get patrons to the box
    office. 
  • In 1890 a Frenchman named Jules Cheret is
    credited with producing the very first movie
    poster, a lithograph designed to promote a short
    film entitled Projections Artistiques.

9
THE MOVIE POSTER
  • History of the Movie Poster
  • Five years later, a movie poster for the Lumiere
    Brothers Arrival of a Train in 1895 was the
    first to depict an actual scene from the film.

10
MOVIE POSTER HISTORY
  • However, up until the early 1910s, the majority
    of early film posters were nothing more than
    simple broadside style signs with little more
    than block text.

11
MOVIE POSTER HISTORY
A typical poster for an early Edison film
contained little more than the movies title and
the words Another Edison Photoplay.
12
MOVIE POSTER HISTORY
  • Up to this point in film history, there were no
    "movie stars." Most of the actors in the early
    films choose to remain anonymous. It was to the
    benefit of all involved with early films to keep
    their movie's participants unknown.
  • Legitimate stage actors preferred to remain
    unknown, embarrassed that anyone would find out
    that they participated in this new medium.
  • Movie producers were secure in knowing that they
    could control the medium as long as the movie
    participants remained unnamed.

13
MOVIE POSTER HISTORY
  • By the year 1910, however, things began to
    change. As early as 1908, studios began receiving
    mail addressed to nameless actors.
  • Movie producers, fearing that giving the identity
    of the stars would cause them to demand more
    money, continued to insist on anonymity.
  • But the studios were soon faced with the reality
    that movie goers wanted to know the names of the
    actors and actresses.
  • This would become quite evident thanks to the
    stunt perpetrated on the industry by Carl
    Laemmle, owner of IMP studio.

14
MOVIE POSTER HISTORY
  • The first Publicity Stunt
  • Mr. Laemmle managed to steal one Florence
    Lawrence from a rival movie studio. To this
    point, Ms. Lawrence was known to her fans as the
    "Biograph Girl. In what could be considered one
    of the first publicity stunts pulled off by a
    movie studio, a rumor was started, purportedly by
    Mr Laemmle himself, that the adored "Biograph
    Girl" was dead.
  • In order to set the record straight, Mr. Laemmle
    published a full page ad in a St. Louis newspaper
    stating that he had "nailed a lie" and would be
    presenting Ms. Lawrence in St. Louis. When more
    people showed up to see Ms. Lawrence than had
    come to see then President Taft (who had the
    highest approval rating in US History!) who was
    visiting St. Louis one week earlier, the studio
    owners had to acquiesce, and no longer would
    movie actors and actresses be kept anonymous.

15
MOVIE POSTER HISTORY
  • It was at this point that producers recognized
    that the real selling tools were not the movies
    but the "stars" that graced their screens.
    Suddenly, posters had to be designed with
    consideration given to the stars and their
    "pecking order."

16
MOVIE POSTER HISTORY
  • Posters now had to reflect the size and status of
    the leading lady" and "leading man. Soon the
    public could recognize one's "star status" simply
    by looking at a movie poster.
  • The size of the print and the placement were easy
    indicators as to just how "big" a particular star
    was.
  • Movie contracts would now include clauses
    relating to the size and placement of names on
    the movie poster and other advertising materials.
  • Actors and actresses had now become powers to be
    reckoned with.

17
MOVIE POSTER HISTORY
Name
Name
18
MOVIE POSTER HISTORY
  • The early 1920's were considered the golden age
    of the silent movie. Grand movie palaces soon
    replaced the movie theatre, and the crude posters
    of old gave way to more splendid, artistically
    aesthetic movie posters.
  • Well known commercial artists were commissioned
    by many studios to design movie poster
    "portraits" of leading stars.
  • Unfortunately, the American studios did not allow
    the artists to sign their posters, as commercial
    artists were allowed to do on European movie
    posters.

19
MOVIE POSTER HISTORY
  • These new posters no longer depicted scenes --
    the posters were designed with portraits of the
    stars, the movie title and the stars' names.
  • There was an occasional slogan or two, but the
    emphasis was now placed on the movie's "stars."
  • Most of the studios had their advertising offices
    in New York, and this is where most of the
    posters originated from.

20
MOVIE POSTER HISTORY
  • It was during this time, (actually started in
    1919) that the National Screen Service ("NSS")
    first made its appearance. NSS began competing
    with the studios' lucrative business of creating
    and distributing "trailers."
  • Trailers were the film clips of coming
    attractions that would be shown after a feature
    presentation - thus the term "trailer."

21
MOVIE POSTER HISTORY
  • NATIONAL SCREEN SERVICE
  • Next to movie studios, the National Screen
    Service ("NSS") had the most direct and profound
    impact on the movie paper advertising industry.
  • From 1939 until the mid-1980s, the NSS was the
    "control center" for almost 90 of the movie
    paper distributed.

22
MOVIE POSTER HISTORY
  • By the 1920's, a new printing process was
    developed. Known as photogelatin or heliotype,
    this new process was used primary on smaller
    sized card stock items, such as lobby cards,
    inserts and window cards.
  • Evolving from one color to three (YELLOW, PINK
    and BLUE), this process was used for materials
    meant to be viewed closely.
  • These items were not as effective when viewed
    from a distance.
  • One-sheets and larger paper continued to be
    printed via stone (and later aluminum plate)
    lithography.

23
MOVIE POSTER HISTORY
  • By the 1950's, the "fan magazines" also made its
    appearance during this time period.
  • Photoplay and Movie Mirror were two of the
    pioneers in this area, and their magazines were
    replete with color photographs of all major movie
    stars.

24
MOVIE POSTER HISTORY
25
MOVIE POSTER HISTORY
  • Movie companies adopted this style of
    advertising, and soon movie posters began to look
    more like color photographs, using tinted
    photographs and large stock lettering.
  • With the number of cars on the roads, posters
    were designed to be seen from long distances.

26
MOVIE POSTER HISTORY
  • In the 60s, movies posters progressed, the
    posters began to reflect the changing attitudes
    toward violence and sex.
  • The use of photographs were replacing the painted
    artwork common in the early years.

27
MOVIE POSTER HISTORY
  • The movies posters of the 1970's continued the
    use of photography. Drawing and painting styles
    were still being used occasionally, and artists
    like Richard Amsel, Frank Frazetta and Bob Peak
    lent their names to some of the more popular film
    posters of this era.
  • Movie posters were now being printed on a
    clay-coated paper which gave them a glossy finish
    smooth to the touch.

28
  • Examples of how
  • KEY ART
  • Is used in movie marketing

http//www.impawards.com/2005/cd.html
29
MOVIE POSTER HISTORY
  • Richard Amsel

1980 Budgeted 35 mil Made Approx 40 mil
1982 Budgeted 15 mil Made 23 mil
1974 Budgeted 6 mil Made Approx 12 mil
30
MOVIE POSTER HISTORY
  • Bob Peak

1979 Budgeted 31.5 Made Approx 40 mil
31
MOVIE POSTER HISTORY
  • Drew Struzan

32
MOVIE POSTER HISTORY
  • By the 1980's, the National Screen Service lost
    its control over the movie paper industry,
    leaving only three regional offices remaining in
    operation.
  • This fact, along with the advent of the
    multi-screen complexes, the lineup of advertising
    materials available to theatres changed
    drastically.

33
MOVIE POSTER HISTORY
  • Prior to this time, most theatres had just one
    screen and one feature movie. More advertising
    space was dedicated to each movie, with theatre
    lobbies covered with various sizes of posters for
    one movie.

34
MOVIE POSTER HISTORY
  • With more screens and more movies, the
    advertising space in the theatre lobby now had to
    be divided equally among all films being shown.
    As a consequence, movie studios opted to phase
    out of some of these "old standards" and
    introduced a more versatile "mini sheet" which
    could be produced in any smaller size.
  • This "mini" sheet could take the place of any of
    the smaller sizes, since there is no standard
    size. Its just smaller than 27 x 40!

35
MOVIE POSTER HISTORY
  • The "mini" sheet

36
MOVIE POSTER HISTORY
  • The video rental market, which began gaining
    popularity during the 1985, has given movie
    producers another avenue for increasing profits.
  • No longer do movie studios have to rely on
    theatre box office receipts to make money. Video
    rental income now figures heavily in weighing the
    success or failure of a film.

37
MOVIE POSTER HISTORY
  • Since video rentals also rely on advertising, a
    new line of video materials were introduced.
    Video posters, which appear to be similar to the
    theatre one sheets, are distributed to video
    rental outlets for display.
  • Many studios issue a number of materials strictly
    for their video market, making it a viable profit
    alternative for movie studios.

38
MOVIE POSTER HISTORY
  • The rise of the video resulted in the demise of
    reissues/re-releases.
  • Instead of re-releasing a film to the theatres,
    movie studios simply released them on video
    cassette.

39
MOVIE POSTER HISTORY
  • Reissues/Re-releases.

40
MOVIE POSTER HISTORY
  • Many of today's studios have opted to use the
    "mini" sheet. Since the mini sheet is not a
    standard size, it can be used to replace many of
    the old favorites, like inserts, half sheets
    (horizontal poster), window cards.

41
MOVIE POSTER HISTORY
  • Inserts

42
MOVIE POSTER HISTORY
  • Stand-ees, mobiles and counter displays are also
    very popular. Video advertising materials are
    also still widely used. In addition, posters made
    for cable TV and network television movies have
    also been introduced.

43
MOVIE POSTER HISTORY
  • A standee is any type of display that basically
    "stands on its own or is able to be displayed
    with little or no outside support.
  • A standee can range from a small counter top
    standing display to a larger than life lobby size
    display, and anything in between

44
MOVIE POSTER HISTORY
  • Standees

45
THE MOVIE POSTER
  • The Movie Poster (modern)
  • Traditional Size
  • 27x40 (41) double print size
  • Full Sail size 24x36
  • Poster Types
  • PRE-RELEASE Usually has general release date
    (not exact unless a holiday specific)
  • RELEASE Theatrical Distribution
  • RE-RELEASE After Awards or Re-released
  • VIDEO DVD/Video. (Usually different key art and
    date)

46
THE MOVIE POSTER
  • Release
  • Key Art

47
THE MOVIE POSTER
  • Release
  • Talent
  • Key Crew
  • Industry ExP, Producer, Writer, Composer,
    Editor, Director, and sometimes DP
  • Full Sail Director(s), Writer, UPM/PC,
    DP/Gaffer, PD/AD, 1st AD/2nd AD, and Casting
    Director
  • Tagline
  • Webpage
  • Rating (MPAA) www.mpaa.org
  • Release Date
  • Specialty Items (THX, 3-D, etc)
  • Synergy (Book, Soundtrack, etc)

48
THE MOVIE POSTER
  • Re-Release

49
THE MOVIE POSTER
  • DVD Video

50
The Full Sail Movie Poster
51
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 1
  • Go over the script with the students at a
    Production Meeting 8.

52
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 2
  • Discuss the key idea and a few scenes that depict
    the essence of the film.
  • Develop a few conceptual designs on the look of
    the poster.

53
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 3
  • If the "essence" of the story can be captured in
    one of the stills on the set, then go over which
    title text style would enhance the mood of the
    image.

54
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 4
  • If this "essence" of the story can be captured in
    one of the stills on the set
  • Plan which day of production to shoot the key art.

55
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 5
  • If the key art, that will become the poster
    needs to be shot in a studio setting, go over
    what kind of lighting, make-up, talent, and art
    department will be needed for a studio photo
    shoot.

56
FULL SAIL MOVIE POSTER
  • Creation of the Poster
  • Step 6
  • Pick a range of dates for the photo shoot.
  • Coordinate the best date with the talent, needed
    gear and/or location.

57
FULL SAIL MOVIE POSTER
  • FOR MORE ON FULL SAIL MOVIE POSTERS CHECK OUT

http//www.zazzle.com/fullsailmovies
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