On Monday I showcased three posters, released well into their respective marketing campaigns, that I felt had done an exceptional job of telegraphing their characters and story lines in an effort to continue building anticipation for their pending releases (Great new poster designs for three May movies.).
Today I wanted to showcase three teaser posters, all for the same movie: White House Down.
Last weekend saw the release, with a more potent box-office take than had been expected, of Olympus Has Fallen. That film's teaser poster, depicting the explosive destruction of the White House and a tattered American flag in vivid comic book tones, is pictured here. What's obvious is that the Olympus Has Fallen poster looks like a movie poster - an ad for a piece of fiction.
|The first teaser poster from|
Olympus Has Fallen
In a post 911 society, the eeriness and foreboding that linger outside the frame of these images seems palpable and frightening. The tagline: "It will start like any other day" acts as the story cue that bumps up our anxiety.
As the job of teaser posters is to instill a sense of curiosity and expectation, and in this case, trepidation, these posters nail it. But do they go too far? Do they play too much off of post 911 fears? Are they simply too evocative of that blue sky Tuesday morning in 2001? Is putting a child in the third poster over the top?
I'm torn by both vivid recollections of a day that should never be exploited for commerce and my sense that this is excellent marketing. But does it matter that the story is fiction if the images evoke real-life tragedy? What's your first impression? Do you have a visceral or an intellectual reaction to these posters? Or, are they just great ads for a movie?
Directed and Produced by Roland Emmerich (Independence Day, The Day After Tomorrow, 2012), the film stars Channing Tatum, Jason Clarke, Jamie Foxx, Maggie Gyllenhaal, James Woods and Richard Jenkins.
Clicking on any poster will open an image gallery.
Thanks to Columbia pictures for poster art. IMPAwards.com lists Bemis Balkind as designer for the first two posters. There is no designer credit listed for the bottom image.