현대 영화포스터의 실태분석과 디자이너의 역할에 미치는 영향 연구

Abstract

The digital age has changed the landscape on how the audience and viewers of movies can receive information. These effects are most noticeable in the advertisement and marketing of the movie poster. The research found four major trends in the way movie posters are currently being created. First, the movie poster has evolved from of the 'static' or traditional movie poster to the current motion poster through its inclusion of story, sound, and motion. The research found specific characteristics in motion posters not found in traditional posters, which changes the capacity of the movie poster as well as the role of the designer. Second, global markets for movies has changed the dynamics for advertising and marketing of movies. The research found that because of language and cultural differences movie posters are being created specific to each country and market. Third, there is a return to the use of lenticular technology. The research found that advancements in the lenticular technology has provided innovative ways to create '3D' posters for the marketing of movies. Fourth, there have been many redesigns of classic movie posters. This research found that because of the digital film market via internet, cable, and DVD, the resurgence and interest into older movies has risen. This in turn has created a need to recreate the movie posters for a new generation of viewers. In order to address these current trends there is a need to empower the role of designer and a need for a new creative production system. Furthermore, there is a need for the designer's role to be increased and imbued into the total advertising and marketing process.