Even though Eva Green's not a household name or a proven draw,
the initial poster for "Sin City 2" was built around her image, in a clingy white dress that made her appear nude. The Motion Picture Association of America, the Hollywood lobbying group that oversees film ratings and movie advertising, balked. The controversy helped make the original artwork go viral, but that seems to have failed to persuade ticket buyers. Meanwhile, the controversy also kept Rodriguez and Co. from mounting a poster campaign in a timely manner. (http://www.moviefone.com/2014/08/25/box-office-sin-city-a-dame-to-kill-for/)
What
are the main colours?
In
this poster, the main colours used are black, white and red, which matches the
films colour palate. The use of the white connotes purity and innocence,
however it could also be encoded as cold, harsh and isolating. Therefore,
the latter seems clearer since the character of Nancy has been edited with the
colour white the most, and since she is represented as an important character
through the framing. Whilst, these symbols could anchor the representation
of a stripper. Furthermore, the colours signify the binary opposites
of good vs evil and old vs new. As well as this, the abundance of
the two opposites of the colour range suggests conflict between the characters.
The use of the colours black and red connotes anger and blood, connecting to
the use of violence, allowing this Neo Noir to be instantly recognisable
because of the followed conventions.
What
is the purpose of this poster?
The
poster appears to have many purposes, which all advertise the film. Firstly, it
establishes the Directors and the crew involved. Also, it clarifies the actors
and the release date. Therefore, this would positively increase audience
anticipation because it would create a 'hype' and the use of the cast and crew
will either provide a diversion or entertainment and gratification in the way
that many audiences watch a film for the actors and actresses involved and
considering the Director.
What
are the messages?
With the
comic book style of the cover combined with the presentation that
this is Frank Millers 'Sin City' sequel, one can tell that the tone will
be desolate, isolated and violent, possibly taking the same bleak and
apocalyptic colour scheme of the first film in order to create a similar
atmosphere. Therefore, this would create the ideology that the characters
narrative will either continue from the first film or the new characters
background will relate to a particular sin. Thus, the audience will be aware that commiting a
sin results in consequences.
What
is the typography?
The main film's title
uses a red, sans serif font, whilst Frank Miller and the second part of the
film's title uses a white sans serif font. As a result, this provides
juxtaposition within the colours because both have diverse
connotations, creating another binary opposite. However,
this typography choice is effective because it allows the background and
the characters to match with the font, enabling a sense of combined
narrative that involves intertwined plots. The register of the poster is also
important, with the specific use of the word "Dame" instead of woman,
girl, wife, signifies the power of the Femme Fatale. However, from this
poster we may suddenly think that the Femme Fatale is Nancy, however the
costume and the red lipstick seems to establish that Ava is the true films
Femme Fatale. This sense of importance is reiterated through her being
distinguished from other Dames, as "To Die For". In relation to this,
the audience may conclude that the characters will have a similar objective of
trying to attract her. So, this may increase the male audience gratification and reach.
What is the target audience?
There is one intertextual reference, with "Frank
Miller's" being placed above the title, linking it to the previous Sin
City Film. This has the effect of drawing in an audience which enjoyed the
first film, which is likely a large proportion of action film fanatics due to it being
considered one of the best action films of all time. The poster features Hollywood names such as: Jessica Alba, Eva Green and Bruce Willis, boasting a high valued cast, increasing the audience desire to view this film. The implied sexuality will also attract the male audience because they stereotypically prefer a sexual vibe within a film as it is believed that they gain more pleasure. The use of the modern day actors appeals to mainly a
young audience, whilst the use of Rourke, Willis and Liotta appeals to the elder demographics and traditional action fans. Additionally, the use of the weapons as a prop will also attract the male audience because in particular males are stereotypical more aggressive than females and profoundly a gender that prefers the conventional violence.
Characters and background:
In the background of this poster, we see an urban setting, connoting another convention of this genre. Furthermore, this location establishes the main setting of the film and the snowy background is a polysemy reading because it could either signify a cold and dark atmosphere or connote that the characters are losing their senses both metaphorically and literally. But, the snow allows the white colour to blend and increases the brightness of the characters. In this poster, we see seven different characters, suggesting that this film involves many different narrative strands and character types because of the directors intentions of creating a community and complex plot. All of the male characters are interesting wearing similar characters, drawing parallel's between them, perhaps showing that they share traits. In this case, all of them appear to be represented as brave because their facial expressions are intentional and firm and their body language connotes masculinity, which is also anchored by the prop-a gun. Whilst, the female characters are very different in the way that we see a stripper, a Femme-Fatale and a violent assassin. The use of the different clothing represents the difference in class. Firstly, Ava's blue jacket represents a high class, connoting a wealthy character, whilst Nancy's lack of clothing and Gail's leather clothing provides these characters with a lower class. Consequently, we recognise another binary opposite perhaps relating to the clash between the characters. Also, as both Gail and Nancy are wearing black, this draws another parallel to the male poster characters, signifying that they are more masculine than Ava. Again, this represents a stereotypical female as the Femme Fatale is clearly fond of fashion and the opposite gender.
My reaction:
Overall, this poster is very effective because it maintains the comic book graphic style and it also creates an aesthetic style because despite black and white films often being boring because of the lack of graphic technique, this film is modern and the director chose to use this colour palate. Plus, this poster clarifies many well-known actors and portrays a large amount of detailed characters which provides me with pleasures because I prefer to watch a film that has many different characters I can relate to and enjoy, rather than one or a couple. Lastly, this poster instantly presents the genre because of the numerous of conventions I can already see, such as: black and white colour, urban setting, Femme Fatale, protagonists, the ideology of sins and the theme of violence.
