Reading posters are awkward: Chinese movie posters are tools

"The founding of the Great Cause" poster strong star lineup, although the "founding great Cause" and "New Shaolin Temple," the most powerful stunt, but the posters of the two films were dubbed by Netizens as "the Goddess of Mercy Mountain", a poster of the film's Theme "Midnight Heartbeat", which tries to show the horror genre of the film, impressive movie poster, The equivalent of a movie card, it not only plays a role in publicity and promotion, but also a film of the connotation and spirit of the representative.　　In today's film market, often "the film is not competing, poster first", at the opening of the 61st session of the Berlin Film Festival last week, Chinese director Chan, Wong Kar-wai's new works "Martial arts" and "a master" has not finished filming, but all in the European Film Market (EFM) published a novel poster, as a tool to attract European and American distributors. Although the function of movie poster is more and more important, but domestic movie poster is in "primary development stage". At the end of last year, eagle-eyed netizens found that the poster for the film "New Shaolin", produced by the Chinese shadow Group, was almost the same as the "founding of the Nation", and the recently released film "Love" was also accused of imitating the poster of Fincher's work, "rejuvenation". Do domestic film parties pay enough attention to movie posters?　　This reporter visited some domestic filmmakers and poster designers. "There are several types of movie poster" early high concept, the mystery to dominate the Chan's "martial arts" at the Berlin Film festival unveiled posters are very vague, the screen only two hats cover the man, background is the ink book "Martial Arts" two words, did not embody any information about the actor and the plot. The reporter interviewed the poster designer, Beijing Chao Visual Arts design creative director of the project. He told reporters that the issuer often from the film before the beginning of the design of posters, the early stage of the poster style may be the director, the producer to decide, and to the distribution, it is likely that the issuer to decide.　　So in the different stages of a film's operation, the demand for posters is very different. Chao said, such as "martial arts" such a large area will be in the early stages of operation to participate in various international film festivals, the purpose is to carry out international pre-sale and publicity. "Last year Chan's team came to me as an international poster for the knight-errant, just to give me a synopsis of the story and then provide about 10 stills," he said. The current poster, highlighting the oriental elements and martial arts temperament, to attract the attention of foreign film makers, but to maintain the mystique.　　"In the middle of the hold stills, semi-masking in the film before the release of the six months or two or three-month period, is the film large-scale disclosure of the story, the relationship between the stage, in order to attract attention, the film side will often launch a series of stills, modelling or creative pictures mainly posters, from different perspectives to interpret the film. Will be released on March 4, "Kwan-Yin Mountain" recently exposed a variety of posters, style, both Fan Bingbing beautiful underwater poster, and she wore big head shoes, broken hole stockings "decadent version" poster. The film producer Fang told reporters that these posters are not the final main poster, but the film before the release of the propagandaChuan played a role in the promotion, "like this underwater poster, and the plot does not matter, but it is in line with the" Kwan-Yin Mountain temperament, both eye-catching, but also can guide the audience from another perspective to see the film. "The late listing of the stars captured the public eye in the final stage before the film is about to be released, the film's poster is called the" main poster ", which is one of the most focused posters.　　The biggest use of the main poster is in the film distribution, such as in cinemas, and in outdoor signs, light box ads to display, to maximize the audience to attract tickets. The main poster up to one or two, highlighting the film's big-name stars as a factor to attract attention, in the end, most of the posters have become stars of the "Big Head", such as the "Chibi" in recent years, "the founding of the Great Cause" and other films are so, even earlier issued a lot of creative posters of the "Let Bullets Fly", and finally chose GE, Jiang, Chow Yun-Fat three big head "gather" a regular poster.　　And in the poster screen, often the most expensive, most of the selling point of the star, the image will be the largest, for this circle often burst the star of the posters eye-catching position of the rumors. "Industry Status" dilemma 1 design professionals do not specialize in view of the recent domestic film posters are frequently referred to as "Shanzhai" "plagiarism", many fans are curious, who is the design of posters? According to the reporter understand, there is no special film poster design companies, many specialized in advertising, graphic design companies will also do movie poster design business.　　Most of the film company's employees will only do some add logo, repair map of the scrap work, can not be responsible for the overall poster design, and the strength of the film company or have their own design team, or with a number of design companies to reach long-term cooperation. China Film Group spokesman Shudefu told reporters that the Chinese film Group has its own designers, on the one hand, often open public bidding, looking for the right poster design team, "but in any case, the poster creative is led by us."　　"and Fang told reporters that his Laure industry does not have a dedicated design staff, so he started from his own technology company to draw a skilled art, specifically for the" Guanyin Mountain "design posters. Dilemma 2 not to be taken seriously, process complex reporter from Chao that, the market to undertake film poster design price is very low, usually a film poster into the design fee of 5000 yuan to 7000 yuan, "10,000 yuan is the top", not only do not make money, and sometimes will lose money. Most of the domestic film party does not attach importance to the poster, many poster designers are entirely out of love for the film, or the director of recognition, just take over. Chao told reporters he even met some small film companies, film projects, low investment, the various stages of the poster function is no concept, but also by him in turn to guide how to do it step-by-step, "the most unreliable company, it is possible to your design scheme are cheated away."　　"Chao rather helpless. Although the charge is low, but the process of designing movie posters is extremely cumbersome, to his new Year's new season file for Chen can be the producerThe comedy "Magic Man" design poster for example, since March 2010 began to begin. The original film side provided him with the plot, starring, stills and other raw materials, Chao and the team submitted a detailed PPT to the film side, suggested that the reference to Hayao Miyazaki's style and the visual elements of Superman comics, into the ancient costume martial Chinese wind, for example, two to do with the hero of the logo, and draw a number of shapes, layout sketches. After this plan is reported to the film party, the film party collects the feedback to the Chao, after the two sides to discuss and then revise, and then continue to submit proposals, feedback, changes, so many times, the process of the film side may be demolished at any time, "Finally we for the" Magic Man "designed a full hand-painted posters, the film side are more satisfied. "Dilemma 3 appeal too much, advertising unsightly but Chao said, and Chan cooperation is very smooth, and some pieces are much more difficult," sometimes a poster almost to spend a year, did countless editions, an inverse text version, an English version.　　If the film company to do their own distribution is good, sometimes the director of a set of ideas, the producer set of opinions, the issue of the company also has a set of opinions, even the issuing company to find a team to do, and finally our manuscript was changed to do not know what kind. And even more frightening is that when making posters, not only the design concept is restricted everywhere, but also by a lot of sponsors information seriously disturbed. "In addition to the cast list, production agencies, each film there are a lot of partners and sponsors, whose name is on the top, who is below, who is big, who and who a row, we can not control, and this on the overall aesthetic effect of design is very large." "Chao said," The most lethal is, the sponsor that a large row of logo, to occupy a large position, and each logo color and shape are different, the sponsor also asked to maintain the original logo, the final out of a variety of effects, is not a reasonable color scheme. "Compared to foreign movie posters, Chao lamented that the design system of foreign posters is much better," you see the European and American posters, it typesetting, all with thin light of the word, the text part of the Central Line into a long strip area, not conspicuous, the rest is very cool text, advertising language, are very beautiful. Like the domestic such a large pile of uneven logo, not a foreign poster will be made this way.　　"Poster Design FAQ" Question 1 "big picture" overflow who?　　Professional opinion: With the star, you must let the audience know that this practice is already obsolete. Most of the film in the design of the poster, the most emphasis is to highlight the star element, which is also the birth of a fan-criticized "big-picture" poster, which is almost the current domestic blockbuster "epidemic". In this respect, Fang to reporters that the film side highlighting the star elements of the mentality can be understood, "after all, stars are expensive, since you use the star, you must let the audience know." "But he does not think that the performance of the star is not necessarily the way to arrange the big picture," the purpose of the poster is to publicize, how to attract people on how to come, the star on the poster presentation can have a variety of styles, modellingIt can be done more freely, more imaginative, and not even loyal to the plot or the shape of the play. You see a lot of other industry ads, even product image will not appear in the advertisement, so impressive, we are still using the most stupid way. "Chao" is one of the most popular forms of poster design for the children of Yellowstone in the last few years. "Because the concept of China's blockbuster has arisen in recent years, in order to attract viewers into the cinema, must use the Big Star, the big scene to be the selling point, therefore in the previous several years" the Child of Yellowstone "" Chibi "" the cast "such large tracts, all is above a row of star portrait, underneath is the war scene, this is almost a large scale standard poster layout, The film party was satisfied and the audience didn't feel well. Excellent case: "Mulan" combines beauty and selling points but Chao thinks the audience is maturing, tired of the same poster style, and the audience has a lot of access to the film, no need to go through the poster to understand the star lineup, "so it is outdated to put the star Big Head, Now the film can no longer rely so much on star elements, but according to the film content, stars, selling points, beauty are both to meet the needs of today's audience.　　Chao told reporters that in the domestic poster design he had seen, "Mulan" an international poster impressed him very much, "the poster is very simple, only a helmet, with a red lip, no face and body, but very beautiful and unique, to get the international should be very eye-catching." When it comes to the rampant phenomenon of "big head", Fang thinks it is related to the consciousness of most of the parties, "some of the film's thinking is confined to one frame and the designer can only listen to their opinions." "In addition, he thinks the past Chinese movies are too bleak, so good designers do not want to stay in the film industry," resulting in the film industry designers are not much, outside the level of the designer is higher.　　Now that the movie market is good, someone is willing to come back and do it.　　Question 2 plagiarism, similarity truth?　　Professional view: The reference is good, but copy also have to copy a standard. and "Big head Photo" together by netizens despise the domestic posters too similar, even copied the phenomenon of foreign posters. To this Chao said, like the shadow of a large organization, because of its own state-owned enterprise color, coupled with a relatively fixed design staff, so will use a number of design templates repeatedly applied, but he thought that the film to do the poster is relatively professional, "from the point of view of our design, although the image of the poster to do the same creative comparison, But they are the picture repair, the character skin color, light feeling, texture, all do also can, stylist already very skilled. "When it comes to copying foreign posters, Chao admits that most people do design with a certain degree of imitation," for example, before we do design, we will also collect a large number of domestic and foreign posters, other people's colors, feelings, fonts, pictures, will be used for reference, such as "Magic Hero" on the reference to some of Superman's style. "But Chao says the premise is to designDivision to digest, absorption of other people's outstanding ideas, if it is simply applied directly, so that becomes plagiarism, "plainly everyone has copied each other, foreign designers are the same, but not as some people in China, copied so no standard." "Excellent Case: Midnight Heartbeat" type of film creativity is the key to a quality poster, "Martial arts," a propaganda staff told reporters, first of all, the poster and the film atmosphere, tonal consistency, the second is unique creativity and beauty, and the theme of the film matching, "If a poster affixed to the cinema, the audience glanced at the Immediately attracted to the scene decided to buy tickets, that is the most OK. "And Chao also believes that for those who do not have big stars in the small and medium cost movies, especially the type of film, the poster is of paramount importance," You do not have enough money to do publicity, so the position of the theater propaganda is very dependent, and the poster is the most direct advertising, must fully tap the selling point of the film If it is a comedy, it is necessary to exaggerate the comedy part, in the visual elements of the most funny, the most exaggerated expression of the characters out, do a more comic sense. If it's a thriller, try to create a scary atmosphere that attracts a bunch of fixed genre audiences. The "Midnight Heartbeat", released at the end of last year, is an excellent case. Sometimes you have to play some edge, such as a beauty in the play, you can moderately exaggerate the part of the sexy, this is to find selling points. "The Hollywood model poster costs up to 100,000 dollars in the Hollywood film industry, and posters are an integral part of the marketing distribution system." Poster design by a professional company to undertake, in a large film before filming, designers in-depth contact with the cast, study the script, and the Director of communication, until the soul of the film to grasp. Because American movie poster production is highly quality-oriented, sometimes a poster design costs as much as more than 100,000 dollars. Excellent film poster designers are highly respected, Dru Stezing, who was born in 1947, has created posters for more than 150 films, including several famous films such as "The first drop of blood", "Back to the Future", "Captain Hook", "The Indiana Raiders series" "Star Wars Series" "Harry Potter series" "Hell Boy Series", etc.　　Director George Lucas called him the "Second World War" after the only works worthy of collection painter. Special interview/newspaper reporter Niumeng