I analysed what MUI has already done for its compaign
FIRST IDEA
Firstly I was interested by the fact that MUBI Instead of churning out thousands of films, they proudly present a choice selection of just 30 – each one handpicked by a human being with great taste, not an algorithm. So every film is guaranteed to be a quality watch.
I wanted to work on the fact that MUBI offer to its consumers only really good films. In other words, creating a poster that shows that ‘more’ doesn’t always mean ‘better’.
So my idea was to place movie posters (good, average or bad) on top to each other to make it illegible. In addition, adding the baseline ‘Quality or quantity?’.
So with a low opacity I tried some different design
SECOND IDEA
Secondly I chose to work with the baseline ‘Life is too short for bad films'.
It is an original baseline I found in the classic MUBI advertising. In my opinion, it's a strong concept and sentence. It powerful and it can catch the potential target audience's minds.
I wanted to show the frustration because of a bad movie. The brief indeed insist on this point. They are the antidote to that frustration. Plus the target audience is film lovers, these people can have enough to waste many hours and settle for a average or mediocre movie.
Then I analysed film posters of bad movie to understand clcihé about it.
I visited the website allociné. They ranked the best of bad movies in the cinema history.
I selected few of them and tried to find what clues in the movie poster can alert the consumer it is gonna be a mediocre film.
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