![]() ![]() ![]() It was around that time that the kind of posters he loved as a kid growing up in the ‘40s and ‘50s – glossy illustrated images that allowed an artist some poetic license with the film – were being phased out in favor of posters that foregrounded photography or film stills. “And if it hadn’t been profitable, it was due to the fact that the campaign wasn’t correct, and the campaign largely rests on two things: the trailer and the key art.” When Mike Kaplan started working as a Hollywood publicist in the 1960s, he didn’t just bring his love of movies to the job but his love of movie posters. “I always claimed that if a movie was good, there should be a way of making it commercially profitable,” Kaplan said.
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