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The art of exploitation
Film marketing collatoral enjoys a near unique position in media. Now considered an art-form in itself, the movie poster serves as a snapshot not only of the film it promotes, but also of the pop-art influences of the time. This is especially true in posters from the heyday of the exploitation flicks of the 1960s and 70s.
For those of you who aren't film anoraks, exploitation films are the ultimate marketing dream. Best described as films where the poster came first, your typical exploitation film is 90% marketing, 10% film. Generally the marketing material for these projects has aged a lot better than the content, thanks in part to the fashion for retro styling. But it's worth looking back at posters like these to remember that retro chic isn't all about old Breakfast at Tiffany's or Blow-Up posters.
The art of exploitation: (from top) Russ Meyer's Faster Pussycat, Kill! Kill!, Early british beatnik teen movie Beat Girl, X-rated skin flick The Pleasure Machines and 'blaxploitation' movie, Cleopatra Jones.
Sadly, as time went on the exploitation film evolved into low-budget gore/horror flicks and naff sex comedies and the pop culture influences that made the posters for the exploitation film were disregarded.
Fortunately film marketing is a bit more sophisticated these days, so Cream is preparing a collection of innovative case studies in film promotion. Featuring the most interesting guerilla stunts, computer game and retailer tie-ins, immersive storytelling, the latest social media campaigns and fully integrated strategies. Available to Cream subscribers next Monday. In the mean time you can enjoy some cheap thrills from some more naughty film posters from the 60s. (They make excellent smartphone screensavers! - Ed.)
Indeed film marketing is really sophisticated these days. You can't just make some relevant, you must make precisely.
Posted by: video distribution | 21 February 2012 at 09:15 PM