OUGD601 Research: movie posters within Marketing

The movie industry is one of the largest art forms in the world, becoming an investment playground where companies put millions into their creative properties. This industry has been growing and growing in size and scope and companies and their directors are pushing what can be done with what already exists. Graphic designers and other creatives are tasked with bringing the world made up for the film to life and to get people to the cinema to marvel at what has been produced. Graphic design becomes a loose term when it comes to the film industry.

Branding and the marketing of a film is no joke in Hollywood as it takes up a hefty amount of modern movie budgets. According to Dave Roos, a journalist on movie production, the marketing budget for a film should abide by the rule of thumb which is to spend 50% of the rest of the production costs

So if a movie was to cost £100 million to make then a further £50 million is needed to sell the film. Most of this budget goes into TV adverts, websites and the main ones for graphic designers, poster campaigns as the opening weekend is the make or break for a film to make back what went into creating the film. As a result, there’s is a large amount of posters and adverts released constantly into the run up to the movie to keep fans hyped about the release. This has caused creating posters to become an art form itself to make sure to resonate with its intended audiences as much as possible. With this the poster campaign has a huge influence on the rest of the marketing for a film.

Related books:

• Film marketing (Kerrigan, F)
• Film marketing into the twenty first century (Mingant, N)
• History and Development of Advertising (Presbrey, F)

Sources:

• Investing in film posters: which have made the most money? Telegraph.co.uk. Available at: http://www.telegraph.co.uk/finance/personalfinance/investing/11266055/Investing-in-film-posters-which-have-made-the-most-money.html [Accessed 12 Jan. 2018].
• Why do movies cost so much to make? HowStuffWorks. Available at: https://entertainment.howstuffworks.com/movie-cost.htm> 23 [Accessed 14 Nov. 2017].