Blog's on autopilot for most of this month while I'm busy elsewhere,
giving me an opportunity to clear out posts that have been held hostage
in the drafts bin for one reason or another. This post was supposed to be the follow-up to this one. It reminds me that I eventually recovered the lost WeHo pictures. I should finish posting the rest of them..I can't remember where I left off.
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We'll start the WeHo book fair stuff on Monday. Truly. When I realized that was going to start on Friday, and since I don't blog on weekends, it seemed best to throw in something else. So, let's take another look at this visually wonderful yet tragically unreleased poster for the 2007 edition of 3:10 to Yuma, a lovely example of Tell The Story In A Glimpse.

A good movie poster tells a story in a glimpse, which the poster that you've probably seen attached to this movie does not. With that poster, where Bale and Crow are mugshots with guns with the image laid out so that they seem to be facing each other, is so generic as to be meaningless. *That* poster is selling the pretty men who are the stars, and it is boring. *This* poster is selling the story. When I saw the other poster it took me a while to get around to finding out what the movie was about because nothing in the poster encouraged me to do so. It wasn't until the pre-release publicity kicked into high gear and stories landed in the press describing the movie that I decided to check it out. Had this poster been the main one used instead, I would have immediately gone searching for information.
This guy is standing in front of a moving train, so whoever he is he's seriously intent on stopping that train. He's probably insane or really pissed off. When you see the movie, you realize he's both, but at this point you don't know that. At this point you're wondering (okay, *I'm* wondering) why is he standing on the tracks to stop this particular train?
He has two guns. He also has two holsters, so both of these guns are his. While the one in his right hand is held as if ready to bring up for action, the one in his left? It's weird. He's holding that one up as if in offering. That gun in his left hand is not for the train, his enemy. It's for somebody else, someone he trusts. Who is it? Is that person on the train?
Okay, technically it's possible (probable) that the gun in left hand is up because they knew they needed to put words in that space, and with his arm down would be in the way. Even so, they could have had him holding that gun in a more traditional way, pointing it at the train or perhaps up at the sky. But they didn't, which makes me think the designer has him holding the gun that way for a reason.
To me, besides that fantastic jacket, the biggest thing that jumped out when I saw this poster was that gun in his left hand. It's an emotional cue. It said there's something bigger going on than crazy man in classic cowboy stance planted in front of a moving train.
A really good movie poster tells you a critical bit of the story, or the emotional vibe of the story, in a glimpse. I say glimpse because most of the time that's all you get. You're walking past a row of them in the theater, you're driving past them on bus stops, billboards and construction sites, you're seeing it whip past you on the side of a bus. That's not a lot of time for the marketing people to imprint *something* in the head of we the potential movie consumers, so it's gotta rock out of the gate. Most of them don't. Most movie posters are lazy crap.
I can't remember if I talked about the John: 3:16 ads that were rolled out for the latest Die Hard? Those were great from an imprinting standpoint, even though they were in no way an obvious approach. Let's assume I have talked about that already, and an move on. (If it turns out I didn't, I'll come back to that one down the road.)
Most movie posters, like most book covers, are common. They just throw tons of stuff up - faces of the stars, a junky collage of elements, a woman's butt. Several women's butts. A poster pitching a topic or property that's a given, such as Transformers, King Kong, Batman or the like, in a way it doesn't really mater what they put on those posters because those are eternal pop culture properties people are going to go see anyway. Perhaps that's why the mostly sucky, cluttered posters for the Lord of the Rings series were were fine, ultimately, because even normal people were going to go see those movies anyway.
My guess it's probably harder to make a movie poster pop, to tell the story in a glimpse, especially when you factor in the competing demands the designer has to deal with when putting something like this together. So when an effort is made to go beyond, and when that effort works, that's a nifty bonus.
Back to 3:10, a couple of folks pointed out that entire costume of the guy in the poster is fabulous, not just the jacket. This is a true statement and it was a failure on my part to not mention it. It's just that I completely lust after that jacket. The chaps have very nice studs on them, which you can't tell in the poster. This character's entire look rocks in 3:10, starting with the unusual color combo. The chaps/pants are a rust brown suede, and the jacket a barely off-white. Those pants must have been shrunk wrapped to his frame, and the way the jacket falls, it lengthens him. I have no idea if in real life this actor is short or tall, but the costumers made him look stretched, whippet lean, dangerous. The costumers gave him the look and he took it from there. This guy is just incredible in the movie, pretty much the best thing in it, and everyone in it is pretty damn good.
If there's a misstep in the 3:10 poster, I'd say it's too much text. Practically speaking, you understand why 'from the creator of Walk the Line' is in there, but truthfully, nobody cares. That movie was neither outstanding nor horrid enough to draw attention to it in this poster. Plus that Walk the Line's vibe was completely different from 3:10. There's no real connection to make between the two works. Maybe it would have been better to get rid of that text all together and leave that side blank, or perhaps to replace the WtL text with the fab "time waits for no man" tag. But that's a minor quibble. This really is a great movie poster.
So, that's the kind of thing that goes through my head when I look at a movie poster.