It used to be that when you walked through a movie theater, you looked forward to seeing the posters of upcoming films. Years ago, poster advertisements used to be as fascinating as movie trailers. The art of most film posters seems to have since gone by the wayside. Now, it seems, posters are a last-minute thought for non-blockbuster films or indie flicks.
Blockbuster films like Harry Potter and The Lord of the Rings were able to keep the long-held tradition of poster storytelling. This aspect of promotion, the concept that sells the film poster more than the trailer, is the semiotic analysis it expects from all who witness it.
While many think that film itself is a moving, visual art, the posters are typically forgotten - even though they are stronger introspective pieces. They are stronger because they beg to be deconstructed by the film audience or passersby. A film poster's highest goal, the justification of its existence, is to tell the story of the film in a single image and sell the film. When glancing at a film poster, one should be able to deduce the genre, tone, major plot, and, questionably, the target audience demographic.
The film "Jaws" has one of the most popular iconic film posters in cinema history. It is clear, and to the point, leaving little room for misinterpretation. This not only excites theatergoers who wait for this film, but also acts as a warning sign for those viewers who have, say, a debilitating fear of sharks...or naked female swimmers. Another obvious, and useful, point is that it highlights a scene in the film. What is on the poster actually occurs within the film. You also learn from the poster that it is a film based on a novel, and both the film and novel (if you didn't assume this already) are 'terrifying." While we won't go into boring detail about the deeper connotation of the font, poster colors, object placements, etc., suffice it to say it is all there. This leads well into the next film.