As part of my prime research, I wanted to understand better how film posters have developed over the years, so I looked at a book that studied the film posters of the James Bond film series. The reason I chose this book was that because these posters are based on the same film series, it was easier to see and understand how they developed.
Dr No (Pages 10-21)
Quote
“Mitchell Hooks painted the iconic images of Sean Connery as
Bond, with a smoking pistol in one hand and a cigarette in the other. This
image was used internationally at the time, as well as in later poster
campaigns. The poster featured Bond surrounded by glamorous women, a visual
shorthand that was to make the secret agent immediately recognizable to cinema
audiences worldwide.”
Comments and Notes
This poster focuses on Bond’s character and various love
interests. Villain of film relegated to side of poster. No visual information
on plot of film.
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Goldfinger (Pages 32-41)
These posters are built more photographic in nature and
again focus on Bond and the love interest. Also uses ‘dead golden girl’ scene
to symbolise character traits of leading villain, such as obsession with gold.
‘007’ logo is beginning to be used more regularly.
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Thunderball (Pages 42 – 51)
Quote
“The highly successful creative partnership of Robert
McGinnis and Frank McCarthy was introduced for this campaign, each using his
specialist artistic skills with such ability that their designs were used
worldwide.”
Comments and Notes
Poster starts to include adventure and drama elements into
imagery, such as Bond escaping henchmen using jet pack and the climatic
underwater battle towards the conclusion of the film.
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On Her Majesty’s Secret Service (Pages 68 – 79)
Quote
“After Lazenby announced that he would play [James Bond] just once, the marketing directors were unsure of the most effective form of advertising. As a result, the campaign focused on the Bond character and his girls, rather than Lazenby himself, and in the international campaigns his face is often obscured from view.”
Comments and Notes
This poster firmly establishes the depiction of action
scenes as standard and common imagery for James Bond film posters. Unlike other
posters for the film, this one clearly depicts George Lazenby as its focus
along with female lead, Diana Rigg. This emphasises how the leading actors/actresses
are important for film posters as a whole. ‘007’ symbol established as basic
imagery for Bond posters, identifying to audience what type of film this is.
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Diamonds Are Forever (Pages 80 – 87)
Quote
“Robert McGinnis’s glamorous poster artwork was used
throughout the West after a slight adjustment was made. It had been noticed
that within his artwork Sean Connery appeared shorter than the two girls by his
side, so United Artists’ Head of Publicity decided to lengthen Connery’s neck,
to make him appear taller.”
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The Spy Who Loved Me (Pages 104 – 115)
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Quote
“This was the first film campaign to use Bob peak’s artwork
and it was so effective that it was utilized internationally. The detailed
image, cast in a Art-Nouveau style, was one of the first to depict 007 in a
futuristic setting. However, due to the effects of the printing process, the
faces of Moore and Barbara Bach became noticeably darker and thus less
distinguishable on the poster. Peak therefore repainted these images, and so on
the European posters, most notably in the Italian version, the complete
illustration is clearer and both artistes are more recognizable”
Comments and Notes
More stylised and bold in colour than previous posters. Puts
a bit more emphasis on scenery.
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License To Kill (Pages 168 – 173)
Quote
“At an early stage Bob Peak was hired to provide the
illustrations for the campaign. Unfortunately when the title changed, his
designs – despite having the backing of Cubby Broccoli – were ultimately turned
down in favour of what might be considered a less inspiring design.”
Comments and Notes
Illustrations replaced with photographic imagery. Focus
reverts to solely actors and actresses in film. Landscape poster feels like a
series of photos cut out and pasted on background image.
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Tomorrow Never Dies (Pages 180 – 185)
Quote
“The main campaign showed a simple image of Brosnan in two
different poses, surrounded by the familiar gun-barrel. The poster campaign
adopted a modern approach again, using the recently adapted logo and television
screens to reflect the media-based storyline.”
Comments and Notes
Poster tries to reincorporate plot elements of film into
imagery. However, despite dramatic imagery of car and motorcycle, the majority
of the poster feels quite static, not making the action element of the film
that obvious.
Reference
Nourmand, T. (2001) James
Bond Movie Posters. London, Boxtree.
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