Film Poster & Marketing Conventions (WJEC Eduqas GCSE Media Studies): Revision Note
Exam code: C680
Film poster conventions
The purpose of a film poster is to:
Promote the film
Attract an audience
The poster uses visual codes to convey the genre
It must also hint at the narrative to create interest and excitement
The overall layout follows a clear visual hierarchy, guiding the viewer’s eye from most to least important information.
Film posters contain key information and follow conventions to do this:
Feature | Purpose |
Main image | The main image dominates the poster and is usually in the centre to draw attention by showing main characters or key theme |
Title of film | The title is usually the most prominent text and is often placed centrally or near the top |
Characters | Characters are often arranged in a hierarchy, with the most important character larger or more central |
Tagline | The tagline is placed near the top or bottom. It is a short slogan that hints at the story or theme |
Release date | The release date is usually at the bottom of the poster and tells audience when the film is coming out |
Billing block | The billing block (credits) is placed at the very bottom in small text and lists actors, director and production companies |
Production logos | Logos and production companies are usually positioned at the bottom corners |
Main actors’ names | Actors’ names are often placed above the title or main image to attract fans |
Genre codes | Genre codes such as colours, costumes, and imagery clearly communicate the film type |
Lighting and colour scheme | Lighting and colour sets the mood of the film (e.g. dark for thriller, bright for comedy) |
Camera angle and framing | Angles and framing are show importance or power of characters |
Reviews/ratings (sometimes) | High star values or quotes to build audience interest |
Iconography | Recognisable objects communicate the genre clearly |
Marketing strategies
Film Companies use a variety of strategies to appeal to audiences and maximise profits
These marketing strategies include:
Trailers & teasers: Teasers come out first, then full trailers
Posters
Star power: Famous actors or musicians are used to attract a bigger audience
Social media: Platforms share clips, updates, and behind-the-scenes content
Synergy: Films partner with brands
Press & interviews: Actors and directors promote the film through interviews, TV shows and red carpet events
Release strategy: Films are usually released in cinemas first, then later on streaming, DVD, or TV
Target audience: Purposeful marketing is more effective
Viral marketing: helps the film become popular quickly
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