ABSTRACT
Together with the film's title, the most important element in the marketing and promotion of the film very well may be the key art. Commonly referred to as poster design, the key art consists of the fundamental design elements that make up a film's poster, advertisements, website and social media banners and other marketing and promotional artwork. Every aspect of the key art must be carefully considered and designed to encourage potential audience members to want to see the film. The genre-specific elements often include specific vocabulary and phrases, design elements and iconography. Choosing the right color combinations is crucial to creating successful key art. As we consider various key art images, understand that the central, foreground and background images must work together to convey the essence of the film and its genre, suggest the storyline, establish the film's mood and atmosphere; identify the primary and secondary target audiences; and create attention and visual interest.
