The Copy

As well as a visual image, posters carry a certain amount of copy (writing), depending on the stage in the campaign at which they appear. Tag lines, or catchphrases are used to underline the key elements of the film on the poster copy. The copy might also feature details of awards that the film has won or been nominated for. Including quotations from critics on the poster can also help to reinforce the image and make the poster more effective.

Positioning

A film poster is one of the key elements of any film's marketing campaign. The basic elements in the poster can be used in a variety of ways:

• Displayed outside a cinema
• Displayed on the side of a bus
• Used as an advertisement in a newspaper or magazine
• Displayed on the side of a bus shelter
• Displayed on hoardings by the side of the road
• On the film’s official website
• As online advertising