| Abstract |
In the cinematographic industry, poster design is an artistic medium, an important promotional vehicle and acts as a synonym of the film’s visual identity. Nowadays, technology and the evolution of the Internet have led to the emergence of VOD (Video on Demand) platforms, which have substantially altered film consumption habits; they also appear to have a decisive influence on the graphic design of these products. In this context, this research seeks to study the features of the digital posters of the films of these services and, in particular, the methods used to adapt the conventional formats (vertical) to horizontal proportions. Using the quantitative content analysis technique, 150 films (original and external productions) from the three major streaming platforms in Spain (Netflix, Amazon Prime Video and HBO Max) are examined through visual manifest variables belonging to three types of signs (iconic, plastic and linguistic). The predominant format of each of these platforms is also analysed. The conclusions reveal the diversity of the formats of these digital posters in these three services; significant differences in the adaptation strategy of the platforms analysed, with two methods predominating, the modification of the graphic concept and cropping, which is frequently combined with a new composition; the role of the typography in communicating the visual identity of the movie; and the low relevance of the type of production (original or licensed) in the graphic treatment of these posters. © 2024 Fernando Suárez-Carballo, Fernando Galindo-Rubio, Juan-Ramón Martín-Sanromán. |
