The few academic studies of movie posters have tended to treat them as art rather than as marketing tools, but Haidegger highlights their importance both for distributors advertising their
films and for potential viewers looking for a movie they will like. Of particular concern is how posters, with a static combination of images and text, can portray the experience of watching
and listening to a movie in a dark room full of mostly strangers for an hour or two. She describes verbal elements such as the film title, the claim, the critics, the tagline, and the third
dimensions. Then she considers visual elements: the key visual, the catch visual, and the focus visual. Annotation ©2017 Ringgold, Inc., Portland, OR (protoview.com)
