Posts Tagged ‘Green Lantern’

Interactive Movie Posters

June 23, 2011

Someone once said that the only constant in life is change. The same can be said about movie posters.

What am I talking about?

Since the beginning of motion pictures, movie posters have been made of paper. The dimensions and artistic styles have changed over the years, yet paper was the dominant medium. That is until recently. Technology has advanced to the point where movie posters are no longer just static images. I wrote about this development in my blog entry of December 16, 2009 called Living Movie Posters. Yet, what I wrote in 2009 isn’t the end word on the evolution of movie posters.

You mean there’s more?

Of course there’s more.

A recent issue of Pocket Lint, a gadget news and review website based in the UK, had an article about Warner Brothers releasing a smart phone app, which can be used to unlock audio samples, visual animations and other features locked in images from the upcoming Green Lantern film. App was created by a company called Zappar and it created “hot spots” in the poster that can be tapped to allow a smart phone owner with this app to access these goodies.

What if you don’t have a smart phone? Well, on one hand you’re going to miss out; on the other hand are other ways movie posters are evolving. One way is digital signage. Digitimes, an English language website that covers Taiwan’s IT industry, ran a short piece about how digital signage is being used in the Phillipines. One digital sign company called Cayin has 22 of its digital signs in select Filipino movie theaters. These signs are used to display movie posters, trailers, film synopses, rating, screening times, and even promotions. Before the digital signs came along, movie theater employees would use PowerPoint presentations and that limited them to a single layout without show times.

These two developments show how technology is playing a part in the evolution of movie posters. From static displays on paper to dynamic images rendered via a smart phone, movie posters are become more than just advertisements and more than just art; they are becoming experiences in and of themselves. What’s next? I have a feeling we’ll find out very soon and it will have a certain cache of coolness. After all, if it wasn’t cool, no one would want to be associated with it.

Sources:
http://www.pocket-lint.com/news/40253/greenlantern-augmented-reality-app-launches

http://www.digitimes.com/supply_chain_window/story.asp?datepublish=2011/06/07&pages=PR&seq=209

Never Too Early To Promote A Movie Or Is It?

August 4, 2010

The character posters for upcoming Green Lantern movie were released recently at the San Diego Comic Con. You can see the images here: http://screenrant.com/green-lantern-character-posters-sandy-70401/

The movie is scheduled for release on June 17, 2011. Yes, that is almost a year from now.  That leads to this question: Why promote a film so early? One reason is the cost associated with making a movie. According to the Motion Picture Association of America (MPAA), the average cost of making a movie in 2006 was $65.8 million. That figure takes into account movies ranging from blockbusters to little independent films. As for the blockbusters, the cost for Avatar has been reported to be anywhere from $230 million to $500 million, Iron Man 2 costs about $170 million and those are just two recent films.  Since the studios are spending this much money on a film, they obviously want a return on their investment.

Another reason, is that there is so much in the way of entertainment choices, namely cable, DVD’s and the Internet, that the powers that be at movie studios want their film to be top of mind when it comes to answering the question “What do you want to do tonight?” After all, one would hope that the more someone is reminded that a particular movie is coming out, the more likely he or she will go out to see it.

The trouble with promoting a film so early is people will ignore the hype and move on to something else. Some film franchises, like Star Wars, and Star Trek have huge fan bases, so just the mere mention of one of these films being in a pre-production phase will get the blogosphere and fanboys buzzing. Of course, not every film has such a fan base to draw on. When I first learned that a Green Lantern movie was going to be made, I had to look up who the Green Lantern is.[1] Since not all moviegoers write a blog, I wouldn’t be surprised if others didn’t bother to do research on the character.

Will this advanced publicity help or hurt the Green Lantern?  That question will be answered in the summer of 2011. Of course, if it were up to me, I would start promoting a film six months before it is to be released.  I feel that six months is just enough time to build up demand without people tuning out the publicity.  Then again, I don’t run a studio, so my ideas don’t count.


[1] The Green Lantern is a superhero in the DC Comics universe.  The origin story of the Green Lantern goes like this:  A construction engineer, named Alan Scott, was the only survivor of a train accident. The reason he survived was because he was holding a magical lantern. He makes a ring out of part of the lantern and uses the power of the lantern to fight crime.

Sources:

http://www.comic-con.org/cci/

http://screenrant.com/green-lantern-character-posters-sandy-70401/

http://www.cinematical.com/2007/03/08/mpaa-in-2006-an-average-movie-cost-65-8m-to-produce/

http://www.vanityfair.com/online/oscars/2009/12/how-much-did-avatar-really-cost.html

http://www.nytimes.com/2010/05/10/movies/10box.html

451 “All American Comics” #16, The Green Lantern Origin and First Appearance, Very Rare 1940. Mastronet Americana Catalog, October 2001, pg. 153