Tag Archive: movie poster


X-Men: Fail Class

If you’re a fan of the X-Men or comic book flicks in general, you will undoubtedly have seen at least some of the horrifically shit promotional material produced for the upcoming foray into the universe, X-Men: First Class. As a designer, I find a bad movie poster will have more sway over whether I want to see a film than your average movie-goer, and X4 is so far the best example I have experienced. My personal gripes with aspects of the film aside (beast looks like a gay version of Benecio del Toro’s Wolfman, teen angst forced in to appeal to the Twilight crowd etc.) I was still up for paying £8 to see it come June, but then images like the cast shot above began making their way around the internet and my plans of spending hard-earned money gradually changed.

I see great graphic design all the time, and it makes my brain hurt to think that 20th Century Fox has spent thousands – if not millions – of dollars on terrible Photoshop comps like that. Seriously, what the fuck happened there? Was it really too much to ask the cast for a quick photoshoot? Or if that wasn’t an option, how about assigning the job of making the composite to someone who’s actually good with the software? Still, it was early days when that line-up etched itself onto the eyes of fans the world over, I was sure the real posters wouldn’t be half as bad…

  

Alas, no. What the fucking hell was going on at the studio when these were being made? Did some crazy lunatic bust into the office shouting incoherent bollocks about floating heads and silhouettes and force a trainee designer to produce these two teaser posters in 15 minutes at gunpoint? In fact, considering how epically awful these are it was probably the janitor or tea lady that was forced to churn out these two doozies, because if the man or woman behind these calls themselves a “designer” they are a liar. I can maybe even understand some hack who blagged his way onto a Mac bashing these out, but then he must have had to show them to his peers, his superiors, the people fucking paying him. “Hey Bill, I finished those two X-Men teasers, you want to have a look?” “Yeah sure… Is this some kind of joke?”  But I guess nobody saw a problem, AT ALL.

Something is clearly wrong when work this dire can go through a string of supposedly creative and professional people and not one of them calls bullshit. This has somehow done the unthinkable and out-crapped the poster for Bangkok Dangerous. Say what you like about invisible guns and inexplicable lava, at least Nic Cage’s head isn’t floating in a black illustrator live-traced cut-out.

From what I gather there was quite alot of internet uproar when these were seen by pretty much everyone, and I’m sure that’s the reason for this secondary duo of teaser posters, which to be honest, are pretty good actually:

  

Not bad at all, the whole ‘dark reflection’ thing is hardly original, but it works given the nature of the film. Sadly though, at least for me, the damage had been done. The insanely bad promo material combined with the fact I didn’t think it looked that great to begin with has stopped me wanting to pay decent money to see it. I’d maybe folk out a couple of quid if we still had cinemas at that price (because, ya’ know, it’s X-Men), but we don’t, going to the cinema is expensive, and while I’m more than happy to folk out £10 to see Thor in IMAX, I’m now going to either download X-Men: First Class illegally, or wait until I can catch it on TV. And that is almost solely the fault of the bellends in charge of its marketing.

Getting back to the posters though, it’s almost like the knuckleheads on the board of directors weren’t satisfied with two reasonable teasers and when the time came for the official one-sheet they sent that gun-toting lunatic back into the studio, but this time I’m betting he gave the designer an hour maybe? And the brief probably went something as follows: “We gotta show all the cast, looking cool and walking toward the camera, but don’t do anything that references the source material at all, because we don’t care about the fans, they’re in the theatre already, we need to attract as broad an audience as possible.”

And look what happened…

  

So the film’s about a group of superhero-looking people with broken necks, walking around a blue aircraft hangar with no discernible floor. I’ll admit the second one is slightly better, at least it shows something happening, but movie posters don’t get much more generic than this. They say nothing about the tone of the flick, the characters themselves or really anything useful at all, certainly nothing that would convince me to see the damn thing, and isn’t that what the purpose of a movie poster is? All you’ve succeeded in doing is paying some moron alot of money for something completely and utterly gash.

A quick Google search revealed something I was sure of before even typing the words, that there would be several fan-made posters that shit all over the stuff churned out by the ‘pros’. This is true of pretty much every high profile film (e.g Thor, Source Code, Iron Man 2, Inception), but it’s overly appropriate here as the real ones are just so amazingly bad. These guys (aside from possessing actual talent) probably would let Fox use their work for free if they asked them nicely, and prove that there is original, engaging and excellent material waiting to be mined from your big-budget abortion of an X-Men film. If I saw any one of these presented as an official poster I would be in the theatre with bells on.

  

by Dane Frost

 

by Jeffrey Zang

My favourite ones all reflect the film’s period setting with lovely, retro style. It fits really well and offers so much great imagery. Also after watching the trailers this X-Film seems to be a more serious, almost sophisticated comic book flick, something not conveyed in the official posters at all. Jeffrey Zang’s versions on the other hand make First Class look like The Third Man and Vertigo. These next two are also wonderfully 60s, and give the movie some serious credibility, conveying comic-book sensibilities as well as tension and action:

   

by Bryan Lenning & Michael Dee

Now as much as I dig the retro style posters, I do understand that from a mass marketing standpoint they don’t connect to the kind of audience Fox wants to attract. The basic principle of movie-making is – sadly – to make as much money as possible, and your run-of-the-mill Twi-hard probably won’t see one of the above posters and think “Gee, what a great throwback to the work of Saul Bass.” But the below piece, by Barry Villegas is much more mainstream, even using the same idea as the second teasers, but executed with more of a restrained flare, definitely reflecting the tone of the trailers, and I think it looks really good.

by Barry Villegas

Finally, if seriousness and brooding undertones isn’t your thing you have these two frankly awesome comic-book themed efforts by Erik Johnson and Rory Phillips. These are just crazy cool to me, again channelling a 1960s style and going in a slightly different direction from the others by portraying a more light-hearted comic feel. After all, it is a comic book movie, to ignore that fact is like slapping us fans in the face. Not to mention Johnson’s young Charles Xavier looks way better than James McAvoy’s real version.

by Erik Johnson

by Rory Phillips

These ones remind me of classic spy thrillers, like From Russia With Love or The Ipcress File. A suave, Mad Men-style, which again fits the film really well. Now compare the above to the latest piece of official artwork released:


See what I mean? I really hope this film tanks, people need to learn from this that you can’t be so incredibly lazy with your ad campaign simply because you’ve got a famous name. If anything this should have been the opportunity for Fox to go balls to the wall in rejuvenating the X-series (after one disappointing sequel and one truly awful prequel), to remind us that there’s life in the property yet. But it’s just another million-dollar blunder.

Do yourselves a favour and go see Thor a second time, if you pay to see First Class you’ll be proving these idiots right, and they’ll be laughing at you all the way to the bank.

Post Script – I got all the fan made posters from a competition run by the good folks at Super Punch, check it out here.

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Tony Stark Would Be Ashamed

Like everyone else under the age of 30 and with a penis, I have been eagerly awaiting the release of Iron Man 2 since the credits rolled at the end of the first one over 2 years ago. Well I was welcomed back to the country and uni life with a trip to see said film, and while I won’t spend ages on a review, it’s pretty damn good. What I was highly dissapointed with however, is the flick’s International one-sheet poster…

Designed by BLT & Associates (a design firm that specialises in stuff for the entertainment industry), I saw this for the first time in the actual cinema (I’ve been out of the country for over a month so I’ve been pretty out of the loop with this stuff) and felt absolutely no extra enthusiasm for the movie whatsoever. You could argue that a movie like Iron Man 2 doesn’t need a poster to entice people, as the name alone does the job, but Marvel and Paramount probably paid these people a small fortune to create some kick-ass promotional items, and they delivered a re-hash of the first movie’s poster, just with more floating paraplegic cast members.

A quick look at BLT’s stuff reveals a body of work that’s about as varied as can be. They’ve done great stuff in the form of the ‘Why So Serious?’ Dark Knight Joker / glass poster or the US one-sheet for Up in the Air, and then a complete lack of imagination with stuff like Seven Pounds and Perfect Stranger. I guess like most large design companies, it just depends on who they give the project to. Either way, I think the Iron Man 2 stuff is pretty basic to say the least. I don’t usually mind the chliched action movie all-the-cast-blended-into-one-image poster, but I don’t understand how you can take a movie like this, with interesting characters, metal suits, tight spandex and explotions and make it look BORING.

What’s even worse, is that not only was a great deal of money paid for this, but there are literally hundreds of struggling REAL graphic designers and illustrators that could have done this flick justice, and probably for a fraction of the cost. Case in point, Tyler Stout. I’ve been a fan of this guy for a while now (thanks mainly to Aint it Cool News), and yesterday I came across his Iron Man 2 poster:

Now compare this to the one above, and if you’re like me you’ll wonder just how stupid these movie execs must be. This happens time and time again with films. Decent illustrators just do stuff because they enjoy it and stick it online, usually for no reason other than they dig the subject matter, and 99.9% of the time it’s a gazillion times better than the one that’s adorning cinema walls all over the world. Why? Because these guys aren’t being forced to churn out some abortion that’s devoid of personality and charm, they’re free to do what they like. The movie is full of charisma, batshit action and is just plain fun, and Stout has captured that really well. BLT & Associates on the other hand, failed.

Please check out Stout’s other work, the dude has mad skills and his posters for The Warriors, Robocop and The Thing are among the coolest pieces of film-related art and design I’ve seen and make the original’s look like utter crap.