“The modern film poster, then, is the victim of a desperate tug-of-war”

Said Benjamin Lee in his recent observations for The Guardian

 I would like to add another competitor and one that plays a far bigger role than you would expect in this tug-of-war. The toughest are not marketers, or is it the lack of great talent within or outside the industry specialists. It’s not the studios or their lawyers. It’s time. It’s both the film poster’s biggest foe and best friend. Of late, I believe, it’s very much the former. It’s not where you’d expect it either. Yes, we have become faster with the process, more connected with approvals and revisions, more disconnected from story and creator and steered by celebrity, zeitgeists, vloggers and whims, to mention but a few.

 It’s the time our audiences have that is changing the poster the most dramatically. This battle for the new poster ‘purpose’ is being acted out in many different ways across all industries. Not all, I believe, are smart or the future of the ever evolving film poster. But they are explorations into the possibilities and yes the nervous play of the ‘safe’ card still has an influence.

 If we scan the music, gaming or TV series’ posters and press that competes for the movie entertainment head space quotes are minimal, message is clean. As I peruse at Channel 4’s NewsWall there’s a calming peace about news stories as gifs reminding me of funky album covers on a screen. But what stands out from this for me is the speed of process. It’s the immediacy. Whilst using visual hooks to pull out our human curiosity.

It’s disposable, fast and a signpost for another destination. It’s a click, flip, tap or scan away.

 Film posters are beginning to dabble with this concept of time. But not just by being basic in function. Experience is pointing towards film posters that are more of an ‘installation’ in its loosest meaning. They’re high concept, relevant to environment and made to be captured by not just the eye but the lens of every smart phone camera. This is where we should look out for the art, the craft of entertaining and whetting the appetite of prospective and excited audiences. We shouldn’t lose heart in the creativity in film advertising or poster creation. It’s fast evolving as are we all in a world moving faster than we’ve ever seen.

 Subjectively we could all have a go at film posters and print (art). But to belittle the work that’s done and not reveal all that’s going on is demeaning to those who do care. We have cried over lost ideas and concepts, slaved to retain integrity and the aesthetic, begged for lawyers to allow us to put the names above the stars heads, and pleaded not to create another Trainspotting poster design! We care. It’s just there’s not the time to sob too much. It’s time to try again on the next project. But also bear something else in mind…evolution:

It is with time we have seen fan art rise to the surface and begin to ‘exhibit’ in the digital landscape. Indeed I hope it’s taken as a compliment and not a dig that personally I think it is beginning to achieve a very high standard indeed. Some of the ‘fan art’ campaigns I have seen of recent times have been truly inspiring. And it’s a joy staring at them on whatever screen I see them on… and sometimes ordering a print of one.

by Oli Riches   

by shrimpy99

by Peter Strain 

The film poster as we consider it’s purpose today is competing with moving image, digital screens and the audience’s own carousel of life, and that’s not even the half of it. We need to be quick, efficient and entertaining. I’d love the film poster to drive harder at efficiency. Now we are connected I believe in the right place a signpost is all it can be. But where there is time. Use it. And this is where I think we’ll see the biggest shift.

We have yet to truly tame the beast that is digital outdoor. It’s been around for such a short time. But I’m sure as we see them increase in number they will push the evolution of the poster format. After all, it won’t be too long before whole streets could take you on a journey as the images evolve and revolve around you… rather than the one-off poster print, 500 metres back that has gone from mind as you fight to get on the number 55!

What would have been great for the film poster would be journalists picking the highlights, of which,there are many. And I personally take my hat off to the teams, and individuals who created them. A couple of my favourites are below:

by wonderland

by concept arts

by laboca

by blt communications

As for Joy, just to be contentious:

Does it not say fairytale (snowy backdrop), a glowing and confident Jennifer Lawrence, by that guy who did 'Playbill', as my daughters refer to it! The messages are clear and quick. A successful poster and to some the film will be the reason it’s on their wall ... their Facebook/Instagram/Pinterest wall that is.

It’s all about time. And I’m now out of it.

I’d love to hear anybody’s thoughts on this discussion. I don’t take insult from Mr Lee’s article, just I debate the picture painted. It looks much better than you propose to your audience. But all opinions respected. Thank you for bringing the film poster into our audience’s focus.

Paul Mitchell is Creative Director of TEA Ltd, London