Film Poster Deconstruction

Film Posters form a crucial part of a film's marketing campaign that coupled with a trailer and a other promotional materials such as publicity in a film magazine actively read by movie fans ( for example, Empire cinema or Total Film) can really induce excitement and credible anticipation from a potential target demographic. A film poster allows audience members to further affirm connections with respective characters prior to the film's release and public exhibition in  a cinema. Film Posters generally will aim to adhere to some basic codes and conventions and these are variables that differ from each genre. For example, in a horror film poster, the poster will generally aim to echo the mood and overall tone of the finished production, as with any film poster but will initiate a dark, sinister mood and atmosphere to coincide with the finished film's dark and  unnerving tone, a common aim amongst film posters of the horror genre.  Film posters can also tempt viewers to view a film due to their ambiguity which is something that horror films can take particular advantage of, as it can be the uncertainty of a threat that creates fear and tension in the finished production. Below are some examples of film posters coupled with accompanying analysis:

Example 1: Saw II

What appeals to the target demographic of the film?
The codes and conventions of the horror genre that are present on the film poster, and thus appeal greatly to fans of the horror genre, is the dark, sinister and foreboding colours of black and a sinister deep crimson red that are in their nature, dark and disturbing. This reflects eloquently the dark mood and feel of the horror film that movie- goers are due to experience upon viewing the film  upon it's release. The text used on the poster further reinforces the genre of Horror by having the film's title scrawled upon the poster in what is styled as manic, desperate handwriting as if graffiti on a prison cell wall. This desperation conveyed in the scrawled handwriting text and reinforces the very real element of immediate danger and a plausible threat.
How does it work?
The poster's authenticity seems of the real world due to the effective lighting used in it to create a dark and foreboding atmosphere. The film poster is effective at promoting the film it is advertising  by promoting the iconic character of Jigsaw, a character synonymous with the Saw film franchise and an icon of the horror genre in general, such is his reputation. Therefore, the film is able to be effectively marketed through the deployment of the character that fans of the franchise will be able to successfully relate to. Even those film viewers that are not fans of the Saw franchise will be able to draw identity from the character's face, as Jigsaw is often regarded as a successful marketing tool and champion mascot of the Saw film franchise  in general. The horror genre is also successfully reinforced through the implementation of graphic blood spatters and vivid depiction of gore that is clearly evident on the poster. An example of this is the trickling stream of oozing blood dribbling from Jigsaw's nostril, identifying clearly to the audience that the film is of a grim and gruesome nature.  
Where would it most likely be seen? / How would the poster be consumed by members of the public?
Film posters are regularly consumed in our everyday lives. This is, in part, due to their regular and repeat occurrence in public places such as bus shelters, adorning billboards and fronting newspapers as part of a marketing campaign; film posters are digested by unsuspecting consumers. Due to key images/ imagery of the film being systematically repeated on a film poster repetition becomes part of the enticement to view a film; a marketing tactic that is systematically employed by film producers to tighten their grasp on the viewing demographic.     
Whom is the film poster aimed at?
The film poster is largely aimed at fans of the horror genre given the dark nature of the poster, giving an indication through it's appearance that the content is ideally aimed to be viewed  for the explicit pleasure of an older, more mature audience that exceeds 18 years of age given the graphic nature of the events  likely to be witnessed in the film.   
 Overall Effectiveness?
I believe that the film poster is predominantly effective in fulfilling it's intended aim of creating excited anticipation for the release of  the film, further extending the film's marketing reach if the poster were to be displayed on the mobile billboard of a bus for example and thus further increasing viewing numbers and heightened audience figures for the film at the box office given the increased exposure of the film brought about by the effective marketing strategy of a film product which the poster is a firm and concrete part.