How important are posters to movies? He charges 1 million for a painting

There is a saying in the domestic film and television industry: A good movie poster is worth 20 million at the box office.

Movie posters form people’s first impression of a movie, which plays an important role in the promotion of the work. Some people will even pay for a movie just for a poster.

There is such a top movie poster designer in China: he needs to make an appointment one month in advance, and the construction period is long, the work he gives will not be reworked, and the price starts at 1 million.

However, many big directors are still willing to spend time waiting for his work, and the audience will even go into the theater to watch a bad movie just because of his poster.

This designer is called

Huang Hai

, a native of Fujian, who graduated from the Design Department of Xiamen University.

Before the Yellow Sea, our country’s film industry did not attach much importance to movie posters. Film producers mainly stayed at the stage of using celebrities to attract audiences——

Big faces on posters Stacking on top is not aesthetic at all.

The poster of "The Secret of the Dragon" in 2015

is a typical example.

What, you said it looks familiar? I think so too.

After realizing the problem of piling up celebrity portraits, Huang Hai decided to break this habitual thinking.

In his poster, the story of the movie itself is the focus, and the star's face is only a small part of the movie. So the pilot poster he designed for "The Secret of the Dragon" looks like this -

Since he started designing movie posters in 2007, Huang Hai has been doing subtraction - removing useless scraps and digging out the core of the movie. .

The person he is most grateful to is Jiang Wen, because his first work was directed by Jiang Wen

"The Sun Also Rises"

This also laid the foundation for His future design style.

At that time, Jiang Wen's requirements for the poster were simple and crude: it depends on the feeling, no photos, and the material will be found in movies. After rejecting hundreds of designs, Huang Hai's work was spotted by Jiang Wen.

This poster became an instant hit at the Cannes Film Festival: with a bright red background, a barefoot woman, and embroidered shoes hanging on a branch, the story came out at once.

This strong visual impact and unique artistic conception impressed everyone. He designed several other posters for this film, which instantly became famous internationally.

Afterwards, Huang Hai’s posters began to experiment with more Chinese styles.

He always carefully studies the script, selects characters and materials from the stills, and then goes to the shooting site to experience it, carefully captures the emotions of the characters, and uses traditional Chinese elements as a visual language into poster design.

In 2014, Huang Hai was invited to design a poster for

"The Golden Age"

directed by Ann Hui. He gave this work:

A woman dressed as an educated youth stands in a corner among the messy dripping ink. The traces of ink dripping are irregular and spread out wantonly, which is a metaphor for the heroine's quiet and peaceful posture in troubled times.

The combination of movement and stillness reflects the contradictions and conflicts of the era background and characters. The heroine stands tenaciously on the page, just like a little person in the torrent of the great era.

The story of female writer Xiao Hong is vivid in my mind, and it also foreshadows the drift of life.

After that, Huang Hai also designed five international versions, which took more than half a year. Director Xu Anhua, who has always been strict with details, said "OK" after seeing the poster and made no further changes.

Huang Hai's use of ink and calligraphy has a strong appeal, which is not only the finishing touch but also the finishing touch.

In the poster design of Zhang Yimou

"Shadow"

, he only used black and white to extract the black of ink and the white of rice paper. , forming the tone of the poster.

The entire film revolves around the avatar and the real body. The two are both opposite and unified, just like the shape of Tai Chi Bagua - integrated with each other but always separated.

The word "shadow" is written in running script, with vigorous and elegant brushwork, especially the intermittent strokes and discontinuities in the last stroke, giving people a difficult feeling, which just hints at the character of "shadow" Features.

In the American version of the poster designed for Wong Kar-Wai

"The Grandmaster"

, Huang Hai used traditional Chinese arch elements.

The two people inside the door stood opposite each other, showing the gait and boxing skills of martial arts - arches, martial arts, and robes. It is the perfect balance and interpretation of movement and stillness, a hazy and delicate expression of friendship, and also A long sense of history.

It not only shows the style of the great master Ip Man, but also has a great sense of lens and literature. These are quite consistent with Wong Kar-wai's personal style.

In terms of poster design for animated movies, Huang Hai also showed a very high level.

The poster of "Big Fish and Begonia"

uses highly saturated colors. Through changes in lines, layers, and colors, it depicts a picture of magnificent colors and fantasy. picture scroll.

A big red fish with smooth lines is in the center, and the girl touches the mouth of the fish, which depicts the wonderful encounter between the two.

The interweaving of red and cyan is the blend of ocean and flame, including the spreading wings of the phoenix, which has strong oriental aesthetic characteristics, and also opens up the audience's imagination of a mysterious dream.

In the Chinese version poster designed for the digitally restored version

"My Neighbor Totoro"

, Xiaomei and Xiaoyue run happily on the furry belly of Totoro On top, the whole style is warm and healing.

This poster caused a strong response in Japan as soon as it came out. It was even on the hot search list. Everyone praised the design of the poster as no less than the original one.

In the Japanese movie

"Shoplifters"

In the Chinese version of the poster, Huang Hai uses an Ukiyo-e style and combines the classic scene of the film with an umbrella to form a The feeling of "home".

In addition to having a strong sense of beauty, it also vividly expresses the concept of family conveyed in the movie. After watching the film, director Hirokazu Kore-eda greatly appreciated this euphemistic and implicit oriental beauty.

In the 2018 global best posters selected by a British film magazine, "My Neighbor Totoro" and "Shoplifters" were both selected into the top 20.

A series of posters including the 2016 fire documentary

"I Repair Cultural Relics in the Forbidden City"

were also designed by Huang Hai.

In one of the posters, he selected part of a "Ru kiln azure glazed three-legged bottle" as the background color of the poster, and added a silhouette of a character with a uniform tone among the broken porcelain pieces.

It not only integrates characters and objects into one, but also shows the daily restoration work of craftsmen in detail. It perfectly conveys the theme of "big history, small craftsmen, choose one thing, and last a lifetime".

Huang Hai also designed a very eye-catching trailer poster for Chen Kaige's

"The Taoist Comes Down the Mountain"

.

When this ink-style poster came out, it made people feel high-end, and everyone's expectations for the movie were much higher.

Unfortunately, for the final official poster, the director still chose a version with many celebrities, which can be regarded as living up to the reputation of a bad movie.

Also, who would go to see this movie without stars? Story? Chen Kaige has not been able to tell stories for a long time.

An excellent movie poster carries the most sincere emotions and artistic conception behind a movie, not a simple pile of heads.

While fully guiding the commercial nature of the film, it can also carry forward oriental aesthetics. No wonder so many people say:

Basically, the movies are not worthy of his posters.

Finally, let’s appreciate some of the master’s works.

What are the types of posters_What types of posters are there

1. Arts and Crafts Movement

1. The "Arts and Crafts Movement" originated in England and represents a social behavior , with the idealistic thought of transforming society;

2. It is not a specific style, but the coexistence of multiple styles;

3. It advocates that artists engage in design and opposes "Pure art"; advocates the combination of beauty and technology, is loyal to materials, and creates simple and practical works;

4. American designers are deeply influenced by the British Arts and Crafts Movement, and their designs are not complex and decorative;

5. United States: Gastavi: Established his own studio in New York, published the influential magazine "Artisan", advocated a simple and practical style, and the simple furniture design reminded people of the pioneer period. Furniture style;

6. United States: Wright: Master of architectural design, comprehensive use of Eastern and Western influences, skills in using pure natural materials, harmonious integration of architecture and environment; representative works include "Fallingwater", "Ancient Genheim Museum".

2. Neoclassicism

1. "Neoclassicism" is an artistic style, which refers to an artistic style popular in Europe from the late 18th to the 19th century, pursuing nobility and solemnity. , simplicity, elegance, moderation quality, as well as "noble simplicity and majestic grandeur", with retro interest;

2. Background: In Europe before the 18th century, Baroque and Rococo styles were prevalent. , its tedious decoration and inlay of precious metals gradually aroused people's disgust. The Roman Pompeii ruins were excavated, which caused an upsurge in the study of classical art in Europe;

3. Architecture: Pursuing the simplicity of the building shape , independent and complete, the details are simple, the form conforms to the structural logic, and the reduction of purely decorative components shows people's yearning for rationality;

4. Furniture: good at designing simple and practical forms , is the forerunner of modern furniture design.

3. Art Nouveau Movement

1. "Art Nouveau Movement" is an art style that covers the period from about 1880 to 1910. It is a decorative art movement in Europe. , Belgium and France are the birthplaces. In Italy it is called "Liberty Style"; in Germany it is called "Youth Style"; in France it is called "Art Nouveau"; in Austria it is called "Sensation Style"; in Spain it is called "Modern Style". Art Nouveau is a transitional style, an intermediary link in the transition from traditionalism to modernism

2. Motives: First, to break with historicism and break the old tradition; second, to break with naturalism Draw clear boundaries and oppose mechanical imitation;

3. Involving architecture, furniture, interior decoration, daily necessities, clothing, book bindings, illustrations, posters, etc., conduct comprehensive designs and strive to create a new era style .

4. It advocates drawing inspiration from the natural world, using various animal and plant patterns as decorative themes, and mostly using abstract curves symbolizing organic forms as decorative patterns, showing intricate, dynamic and rhythmic curves, delicate and elegant aesthetic taste.

5. Belgian Art Nouveau: Wilder: Dean of the Bauhaus School of Design, his works have beautiful and moderate decorative expressions and simple and reasonable functional structures;

Dimension Doc Horta: Master of the Art Nouveau movement, he often used intertwined and spirally twisted lines in architecture and interior design, called "Belgian lines" or "whip lines";

6. French New Art movement: the pursuit of gorgeous and elegant style, the product of classicism and symbolism, representing the "Group of Six", the most representative work is the Paris subway design, commonly known as "Metro style";

7 . Austrian Art Nouveau Movement: Vienna Secession, the core figure Hoffmann, mostly used straight lines, focused on geometric shapes, simple and modern.

4. Art Deco Movement

1. The "Art Deco Movement" originated from the "Paris International Exhibition of Modern Industrial Decorative Arts" held in Paris in 1925. This movement is closely related to modernist design The movement developed at the same time;

2. It is an extension of the Arts and Crafts Movement and the Art Nouveau Movement. It is also the decorative activity of designers after accepting mechanization and new materials to adapt to mass production; including multiple fields;

3. Like to use straight lines and symmetrical abstract forms, extremely glossy materials, colors with strong color effects, and also use new materials such as machinery, reinforced concrete, synthetic resin, and tempered glass;

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4. The United States: combined with popular culture, luxurious, exaggerated, charming and grotesque;

Representative figure: Paul Fulkland: Representative works: "Empire State Building", "Rockefeller Center" , "The Chrysler Building."

5. Art Revolution

1. Cubism: emphasizes the connection with mechanical aesthetics and geometric composition.

2. Futurism: The worship of machinery establishes its position in modern design.

6. Russian Constructivism

1. Pursue language that is consistent with the spirit of industrial society, praise machine production, admire mass production and industrial materials, and advocate the use of industrial spirit to transform society; Constructivists call themselves art engineers;

2. They have a huge and far-reaching impact on modern design, and Bauhaus teaching is deeply affected by it;

3. Representative figure: Malevich

Tatlin: "Monument to the Third International", created in 1919, is a simple spiraling geometric shape, expressing firm and upward political beliefs.

7. De Stijl

1. The international modern art movement centered in the Netherlands, active from 1917 to 1931, started with Cubism and eventually became a pure abstract movement; school From "Style" magazine;

2. Applying abstract geometric shapes and strong colors to divide space and seek the basic rules of harmony, which has greatly impacted the traditional fine arts and decorative arts; expressing the aesthetics and nature Universal harmony and order, exploring the laws hidden by the appearance of things;

3. Representative figure: Rietveld: Dutch design master, whose main works are "Red and Blue Chair", "Coffee Table", " "Berlin Chair", the work feels very hard and even uncomfortable. It uses the simplest shapes and original colors to express profound modeling concepts. It is both like a product and a sculpture. It is also a model of abstraction and a milestone in modernist design.

8. Streamlined design

1. Streamlined is originally an aerodynamic term, used to describe the shape of an object with a smooth surface and smooth lines. This shape can reduce the risk of objects moving at high speeds. wind resistance. In industrial design, it is a styling language that symbolizes speed and the spirit of the times, and is widely used in the design of automobiles and home appliances;

2. Popular in the United States, it mostly adopts a form with smooth appearance and smooth lines. "Teardrop" language style; full of strong flavor of the times, in line with modernism and symbolism, expressing praise for technology and speed. Many streamlined designs are entirely due to their symbolic meaning and have no functional meaning.

9. Corporate identity design

1. Closely related to packaging design, different logos on the market mean different companies;

2. Trademarks are the symbol of a company Identify the core of the design and use it on every product, from products to advertising;

3. Behrens: The first person to implement the design.

10. Avant-garde design

1. Avant-garde design is a French word that describes artists who surpass contemporary recognition and design concepts;

2. In the history of design It has a huge influence, leading the new trend of the times and constantly innovating new styles.

National Day Anti-Design Movement

1. Founded in Italy in 1960, it is a design movement that resists the mainstream and a radical design model;

2. Reject The rational component of the modern movement attempts to realize the expression of personal creativity in design;

3. Reject the spread of conservatism, commit to spontaneity, creativity, and constructiveness, and advocate diversity rather than simplicity;

4. Representative: Italy “Memphis”, furniture design.

Twelve high-tech styles

1. An industrial design style that uses high-tech and strives to express new technologies aesthetically;

2. In architecture It has been fully used in the 1960s and 1970s and became popular in the 1960s and 1970s;

3. Its "minimum decoration" and "excessive reflection of technology and the times" appear cold and lack of human touch;

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4. Representative: "Pompidou National Center for Art and Culture", built in 1976, Paris, France.

Memphis Design Pompidou National Center for Arts and Culture

Thirteen Pop Design

1. It emerged in the United Kingdom in the 1960s and spread to Europe and the United States. It was popular and popular , popular meaning, representing popular tastes, pursuing formal alienation and entertainment in industrial design, reflecting the optimism of the economic boom;

2. Breaking the boundaries between art and life, breaking all traditions aesthetic concepts; break the overly serious, cold, and single look of industrial design after World War II and replace it with humorous, humane, and diversified designs;

3. Use ready-made industrial and commercial products, Transform and process, and then re-collage and combine, giving a certain social and ideological meaning, thus forming a new work of art;

4. Carry out bold exploration and innovation, showing unprecedented exaggeration, strangeness and richness Imaginative shapes; colors are simple and bright; materials are mostly made of plastic or cheap fiberboard, ceramics, etc.;

5. The market target is the youth group, catering to the unruly, cynical life attitude of modern youth and Its consumer mentality of seeking novelty and difference, and throwing it away after use;

6. Pop design has a profound influence and laid the foundation for the development of post-modern art. Subsequently, light effect art, illusion art, and oriental mystery ism and spaceism are all affected by it;

7. Fashion industry: miniskirts designed by British Mary Quite, French cosmonauts by Gouhage; furniture industry: cheap and bright designs designed by Colan , strange furniture, Mudosh's fiberboard chairs with English letters as decorative patterns; Roger Ding's toy-like blow-molded chairs; eye-catching Pop also appeared in graphic design such as packaging, book binding, and advertising. style.

8. Representative masters: artist Richard Hamilton, sculptor Bao Luoch, artist Andy Warhol

Fourteen International Styles

1. This concept was proposed in 1931 and is mainly used in the field of architecture;

2. International style transcends national boundaries and combines functionality, technology and geometric language to produce modernist aesthetics;

3.20 In the 1920s and 1930s, the International Style of architecture and interior design was embodied by geometric formalism, and steel, glass, etc. were widely used. Later, sculptural elements and organic elements were combined to humanize the International Style; non-human materials and Exposed rough gray cement surfaces and rigid geometric forms;

4. In the 1980s, postmodernism sounded the death knell of the International Style.

Fifteenth-century postmodernism

1. The value orientation of "postmodernism" is less construction and more deconstruction; its characteristics are: historicism,

decorationism , eclecticism and entertainment;

2. First reflected in the architectural world, American architect Venturi proposed "less is boring" in "Complexity and Contradictions in Architecture" published in 1966. Emphasizing the need to pay attention to the public's popular taste; British architect Charles Jenks was the first to propose the concept of "postmodernism";

3. Focus only on the form and content of the design, seeking bright and eye-catching colors and sensational displays Effect;

4. Representative works: American Telegraph and Telephone Building, Plaza Italia in New Orleans

Sixteen Bauhaus Movement Functional Design Radical Design Functionalism Deconstruction Green Design (omitted)

Summary: Today, product design is closely connected with the background of the times. Whether it is structure, shape, color, or decoration, it will leave a deep mark on the times; design products help us understand this era and understand people’s dreams, Desires, yearnings, disappointments and hidden inner hopes; design is no longer just the need for functions and technical standards, it also expresses social philosophical thoughts, ideologies and complex cultural phenomena. It expresses human civilization in a material way. progress. The value of the Bayu Craftsman Cup competition

On February 28, a reporter from Chongqing Daily learned from the organizing committee of the first Chongqing Graphic Design Competition of the "Bayu Craftsman" Cup that the bonus settings for each award in this competition have been clarified. The first prize is 10,000 yuan, the second prize is 5,000 yuan, and the third prize is 3,000 yuan.

It is reported that the first Chongqing Graphic Design Competition of the "Bayu Craftsman" Cup is jointly sponsored by the Municipal Press and Publication Bureau, the Municipal Human Resources and Social Security Bureau, the Municipal Education Commission, and the Municipal Federation of Trade Unions, and is hosted by the Municipal Printing Association and Chongqing Business Vocational College. . The competition aims to stimulate the enthusiasm of graphic design professionals to innovate and produce high-quality products, and to cultivate a group of high-level innovative and creative design talents with strong capabilities and professional proficiency.

The competition includes three major sections: theme poster design project, cultural and creative IP design project and lithographic plate making project. The lithographic plate making project has a student group and a staff group. Among them, the themed poster design and cultural creative IP design projects are carried out through a combination of online submission of entries and offline practical operations, and the lithographic plate making project is carried out through a combination of offline theoretical knowledge examination and practical operations.

It is worth mentioning that the theme poster design of this competition must be based on the theme of "Bookish Chongqing", and the cultural and creative IP design project must be based on "***Build a Bookish Chongqing and Enjoy a Better Life" theme, from now until March 31, contestants can submit preliminary works, and the offline finals will be held in late April; the registration period for the graphic platemaking project is from now until March 18, and the preliminary and finals will be in late March 2022 . All contestants must register and submit their works through the Chongqing Graphic Design Competition website (

).

In terms of award setting, there will be 1 first prize, 2 second prizes, 3 third prizes, and 15 winning prizes for the theme poster design and cultural creative IP design projects respectively; the student group of the lithographic plate making project , the staff group has 1 first prize, 2 second prizes, 3 third prizes and 10 winning prizes respectively. There will also be 10 outstanding organization awards and 10 special contribution awards, 5 outstanding referees, and 6 outstanding instructors.