Film posters in the context of marketing and design

With the film industry growing so big, there are dozens of festivals and award ceremonies in Korea, let alone globally. While artistic elements and filming techniques have been discussed as important factors in the industry, posters have rarely made it into the limelight and are usually dismissed as commercial works, not art.
But designers of movie posters and leaflets claim that film marketing design is more than just an image, but an important media form that speaks for public sentiment and cultural trends of the times.
“Posters, the Flower of Films” is an exhibition arranged by the Design Center of Kookmin University. It does not focus on movie posters as a genre of pure art, but rather in the context of commercial art and Korean film marketing design.
“Recently, promotional print materials for the film market are having more influence on the success of the film since the contents that are used for the posters are thought out in the context of the film’s story and imagery,” said Yoon Sang-jin, an organizer of the exhibition. “Even though we are living in the digital age, movie fans still collect posters and paraphernalia, which is very nostalgic and romantic.”
The exhibition, which begins today, is not a “prim” gallery filled with framed movie posters, although movie posters are indeed on display. There are also press kits, scenario books, photographs taken for poster images, and other types of promotional material. Some of the posters and materials on display are of movies including “Peppermint Candy,” “Failan” and “Il Mare.”
Along with the main exhibition there will be a number of side events, including seminars in which participants can talk with film marketers, movie poster photographers, and movie advertisement designers.

By Wohn Dong-hee

The exhibition runs until July 29 at the Zero One Design Center in Daehangno, northern Seoul. For more information, call (02) 3443-8543.