The Codes and Conventions of Drama Movie Posters

WHAT IS A MOVIE POSTER?• A film poster is a poster used to advertise a film. Studios often print several posters that

vary in size and content for various domestic and international markets. They normally contain an image with text.

• Today's posters often feature photographs of the main actors. Prior to the 1990s, illustrations instead of photos were far more common. The text on film posters usually contains the film title in large lettering and often the names of the main actors. It may also include a tag line, the name of the director, names of characters, the release date, etc.

• Film posters are displayed inside and on the outside of movie theaters, and elsewhere on the street or in shops. The same images appear in the film exhibitor's pressbook and may also be used on websites, DVD (and historically VHS) packaging, flyers, advertisements in newspapers and magazines, etc.

• Film posters have been used since the earliest public exhibitions of film. They began as outside placards listing the programme of (short) films to be shown inside the hall or movie theater. By the early 1900s, they began to feature illustrations of a film scene or an array of overlaid images from several scenes. Other posters have used artistic interpretations of a scene or even the theme of the film, represented in a wide variety of artistic styles.

DRAMA MOVIE POSTERS

The title takes up a decent amount of space on the poster, woven throughout the three pictures of the main characters. The use of the colour blue instead of black for the word funny expresses to the viewer that although at first glance the poster looks like a drama, it still has comedic elements. Against the white background the text really stands out and catches the viewers’ eye.

The billing block has been included directly below the title text, which can be seen as challenging the generic codes and conventions as billing blocks are usually found at the bottom of movie posters. The use of grey text against the white background means that the text doesn’t take away from the rest of the poster.

The same colour scheme has been kept throughout the poster, maintaining a house-style effect.

The use of blue and black font for the names of the actors really ties

the poster together.

The main image used is a mid-shot of the two main characters with their backs to the camera. With the male character’s arm wrapped around the female, the viewer can only assume that they pair get together during the movie. However, the fact that both are wearing hospital uniforms suggests that the plot won’t be very predictable.

Three separate images of the main characters have been

included along side the title of the film. The three shots are close-ups of the characters’ faces, all with a

relatively happy expression, which could somewhat suggest to the viewer that although the poster

suggest a more serious mood, there is still elements of comedy. Each picture also corresponds to

the actors names at the top of the poster.

The tagline of the movie ‘Sometimes what’s in your head

isn’t as crazy as you think’, coincides with the costumes

chosen for the main image at the bottom of the poster. It seems to suggest that the characters go to some kind of mental institute or

hospital, but still continue smiling like in the individual photographs.

The main image also provides a very scenic background for the

movie poster, with the shot overlooking a big city taken from

what seems to be a roof-top.

The name of the main actor, Matthew McConaughey, has been placed above the title text of the film. The name has been located in this place on the poster as it would be very likely to catch the viewers’ eye. This would therefore encourage people to view the movie as Matthew McConaughey is a very well-known and highly respected actor.

There is only one main image used for the movie poster – a low

angle CU shot of the main character holding what is

supposed to be a pill, but is actually the film’s tagline. The

character is seen with a very distinctive moustache, disguised using dark glasses and a cowboy hat. The costume gives off a very mysterious vibe to the viewer, as

if the main character is hiding from someone. It also coincides

with the outfits we would associate with Dallas, which is

used in the film’s title.

Below the name of the actor is the text, ‘Inspired by true events’. Having this placed above the title will be another USP that would encourage more viewers as movies based on or inspired by real life people can be seen as much more authentic and enjoyable than a movie purely based on fiction.

The film’s tagline, ‘Dare to live’, has been incorporated into the poster in a very unique and distinctive way. The movie is based on a man suffering from AIDS who imports drugs to supply to other AIDS victims. The tagline has been placed between McConaughey’s finger and thumb, acting like he is holding a tablet or pill. The tagline itself corresponds to the illegal acts of McConaughey’s character in the movie.

Above the billing block is the names of two other actors

featuring in the film – Jennifer Garner and Jared Leto. This would definitely generate buzz as Garner

is known for her high profile movies, and Leto is known for

being an very successful musician. This would encourage those who

are already fans of both stars to view the film.

The billing block for the poster has been located at the bottom of

the page, much like many of the movie posters we see today. In a

navy blue colour, it stands out against McConaughey’s hand. The

billing block also includes the film’s rating.

• The focus of the poster is usually on either the main image or the title text.

• The main image often includes the protagonists of the film, with a facial expression suggesting to the viewer the tone of the movie.

• An effective tagline is often used that suggests the plot to the story, yet doesn’t give anything away.

• The actors’ names are often in bold in order to provide a USP for the movie.

• The billing block is often in a very faint font and colour in order to ensure that it doesn’t take away from the movie poster.

• Whether the film is inspired by a true story or based on a book is often incorporated into the movie poster in order to attract more viewers.

THE MAIN CODES AND CONVENTIONS OF THE DRAMA GENRE