this is the second of our posters that has been acquired by the academy. we’re incredibly grateful to gordon spates and everyone else at the margaret herrick library for their interest in and support of our work.
our poster for dea kulumbegashvili’s second feature film, april, was selected as MUBI’s movie poster of the day today. a massive thank you once again to adrian curry for his continued interest in and support of our work.
(version_industries) and Caspar Newbolt also go the painted route for Family Portrait (limited, June 28), but from a wholly different angle. Rather than create something from scratch, they have gone back in time to reappropriate an old master painting: Joshua Johnson’s The Westwood Children. That canvas becomes the source of these three sets of eyes, cutout and repositioned for the shift from landscape to portrait as their bodies become lost within the void of a highly textured field of muddied color.
It’s a memorable piece that alludes to the film’s disappearance of a character while trying to take a photo of the group. There’s mystery in that absence of form and horror in the fact that these eyes stare at us unperturbed, as though they know what happened and might in fact be the cause. And there’s a symbolic read of Shakespeare’s quote that “the eyes are a window to our soul” included as well. What more do we need to immortalize ourselves than them?
thank you to jared and the film stage for their continued appreciation and support of out work.
caspar was recently interviewed by florence scott-anderton, the film editor of the berliner magazine. the interview can be found in the latest issue of the magazine, which will be on newsstands in berlin for the next month.
here are a few excerpts from the interview:
Tell us a bit about yourself; what’s your relationship to cinema? I was born in London to two English artists, and grew up in a household where making beautiful things was the most important thing. I always wanted to make films, largely because my father took them so seriously. However, we had very little money, so while I was always writing film scripts, my only real outlet for making images of any kind was with computers handed down to me by friends or family. The moment I could get one of those computers on the internet, I did. It was then I discovered I had a knack for website design and decided to start a company.
How does Version Industries fit in the film landscape? I co-founded the graphic design company Version Industries in 2003 in London. I moved to New York City in 2005 and opened a studio there. Whilst most of the paid work came from real estate brokers and the like, I was always offering our services to filmmakers and musicians whenever I could. Ten years or so later, we were making film posters and film title sequences for filmmakers such as Chloe Zhao, Tim Sutton, Jane Schoenbrun, Trey Edward Shults, Jonas Carpignano, Adam Pendleton, Cathy Yan and so on. In 2017 we also won a pitch to re-design Filmmaker Magazine. I then continued to co-design every issue from cover to cover until 2021. During this time, certain filmmakers realized it was to their advantage to have me on set as a photographer, and it was there that I learned how to make films properly myself. In 2016, after co-directing several music videos and short films with a friend, I finally wrote and directed my own short film. The 25-minute, black-and-white short, Leaving Hope, was shot by Shabier Kirchner (Small Axe, Past Lives) and produced by Rathaus Films. It came out in 2019. That same year I moved to Berlin.
What made you choose to relocate to Berlin? I had been staying with friends here since 2016, and in doing so it became clear that Berlin is still affordable enough that a significant proportion of the artistic community can and do still live here. I realized that if I was going to stay in New York I’d have to work on more commercial projects or find a different job in order to be able to afford my rent, and that was out of the question.
What do you find unique about Berlin when it comes to cinema? Thanks to festivals like the Berlinale and Unknown Pleasures and the city’s central position in Europe, Berlin remains an important hub for art filmmakers. Combine this with the German government’s interest in funding film projects — a concept that doesn’t exist where I come from — it makes for a fertile cinematic landscape.
Congratulations on being recently included in the big film poster retrospective exhibition here in Berlin. Looking at the archive, would you say that Berlin has a specific influence on the art of film poster design? Thank you. My involvement notwithstanding, there really hasn’t been an exhibition of film posters of that stature before, and to that extent Berlin will, I’m sure, be seen as having a great influence on the making of film posters. I don’t think the city itself has had a particularly great influence on how film posters look aesthetically, but Germany as a country certainly has. Beyond the striking graphic qualities of German art movements such as Die Brücke and Der Blaue Reiter or the work coming out of the Bauhaus, the film poster-maker Hans Hillmann is arguably the greatest there has been to date. I look at his work regularly, and I say that as someone who rarely looks at film posters during their working process.
a huge thank you to florence for pitching the interview and for the questions. thank you also to the magazine itself for including caspar and our work in it. we’re very happy to have been included within the pages of such a berlin journalistic institution.
update: you can now read the full interview on the berliner website here.
old friend alessandro cortini asked us to make a custom t-shirt for his 2024 “nati infiniti” tour of north america. years ago alessandro and caspar realized they had a shared love of certain bands, one of which was the late 80s american rock band, extreme. to this end alessandro knew who to approach with an idea he had for a new tour t-shirt.
what you see here is a custom version of the artwork for extreme’s most famous album, extreme II: pornograffitti. the brilliant john delucca painted the the entire piece, including the custom typography, from scratch. in doing so, under alessandro’s guidance, john swapped in alessandro’s likeness and various other parts of alessandro’s life and work to replace the original early 90s artwork.
caspar took care of the typographic elements on the back of the shirt and prepared the files for printing. the shirt was printed in a limited edition of 144. you can read comments on the shirt’s concept and design from alessandro’s friends and fans here.
we hope those of you that managed to snag a shirt are enjoying its many facets.
needless to say these are the first posters we’ve made for a film with an oscar nomination. a huge congratulations to vincent, samuel, élise and everyone at h264 distribution.
you can read more about the making of the posters here. the film has since been made a vimeo staff pick, and you can watch it here:
posteritatiand the film stage have kindly included our joyland and falcon lake posters in their best movie posters of 2023 lists. the film stage went as far as to consider our poster for saim sadiq’s joyland their number 1 poster of the year.
here’s what jared mobarek at the film stage had to say about the joyland poster:
There’s so much to talk about with (version_industries) and Caspar Newbolt’s Joyland. The ornately hand-drawn floor tiles (their website always generously explains their process) doubling as a window upon the main characters. The whole’s off-center nature pushing everything into the top-left corner to provide room for text on the outside without sterilizing the composition via more symmetry. The way the three actors feel as though they exist in one scene despite a handful of lotus flowers overlapping their images to prove each has been meticulously layered atop the others. The grain, subdued colors, and blood-smeared title. It’s truly a work of art all its own and a testament to the field’s ability to sell itself as much as the product being sold.
a huge thank you to both institutions for their continued support of our work.
the staatliche museen zu berlin (state museum in berlin) wrote and printed a 280 page catalog for their großes kino exhibition. the catalog was beautifully designed by sandstein verlag and it details every aspect of the exhibition. included within its pages is a full page colour reproduction of the poster we made for alexandra stergiou’s short film the act of coming out, and an interview with german graphic designer christiane feneberg, MUBI germany’s director of distribution lysann windisch, and caspar.
the interview, titled “between paper and pixel: film posters today”, was conducted live on zoom by christina thompson, and then later edited for clarity. here are a few excerpts:
CT: In your professions – as designers and distributor – you are dealing with advertising and communicating films on a daily basis. In this, the film poster is only one aspect of many. How important would you say it is in what you do?
CF: The word “poster” is perhaps a little restrictive. 50 years ago, the printed poster may have been the main piece of publicity for a film, but nowadays, the scope is much broader. Contemporary designers create artwork that gets used for many different purposes, from mega prints to small website banners. So what we do is more like a corporate design for the movie than just a poster. Today, everyone is used to getting information visually – images are what attracts us, what makes us stop and think. That means: designers have the most powerful tools to communicate films. I mainly work with distributors in Germany, both creating fresh artwork and adapting existing designs. Hence, I look at the topic more from the marketing side, less from the art side.
LW: At MUBI, we also never talk about the “poster” but about the “key artwork” for a film. The key art is a central element of a campaign: it defines the look by being customised to each communication channel, whether this is a small digital banner or a large scale out of home promotion. As to the ratio, I’d say at least 50% of our communication output is centred around the film’s artwork. The rest of the campaign is built on moving images such as the trailer.
CN: I agree, but things look different from my perspective. I spend much of my time making physical posters for films. Generally, I am approached by film directors who have a powerful emotional attachment to their work. They are less interested in website advertising or such like. What they want is something beautiful to go on their wall, a poetic image that emotionally captures the piece of cinema they have spent years of their life making. For them, the film poster is like an album cover – you know, in the music industry album covers rarely ever change. I will make a film poster for them, but only the poster, as most of the best images cannot just be reformatted to fit any shaped hole.
CT: So the perfect film poster for you is one that remains unaltered?
CN: In a way, yes. The film poster, in its traditional format, has a great power. It is faster than a trailer, faster than reading a review. It captures the film in a glance, and it grabs your attention, whether someone is scrolling on their phone or walking down the street. If you make this glimpse unique and interesting enough, they’ll stop and wonder: why does it look like that? – and perhaps consider seeing the film.
CT: So is the film poster indeed one of the most restrictive fields of graphic design?
CN: Many of my contemporaries in the field are traumatised and underpaid. They are constantly coerced into making their work worse. They spend endless hours diluting the work with pointless revisions, and are left with pieces they’d never willingly put in their portfolio. As a result, they lose trust in themselves and struggle to get the jobs they want– they have effectively become someone else’s photoshop hands. I have fought hard to reverse this situation: I present several ideas to a client as text and reference image only and after some discussion ask them to choose just one. I then make the poster and what I come up with is effectively what we must work with. This way, I am free to produce what I believe to be the greatest possible poster. As a result, I hold myself to a much higher standard than they would or could, and I can really experiment. Plus: I sidestep the suffering.
CF: Occasionally, I have been tortured, too. Having worked with distributors for many years, I understand their needs well. But sometimes it just doesn’t go smoothly.
CN: I have been fired several times by distributors. For me the quality of the work comes first, and the money second. I’m of course not rich, but I can’t sleep at night if I’ve done bad work. They quickly forget that they couldn’t do it without us and it’s only when that understanding is established and respected, really beautiful things can happen. Then there’s a conversation rather than a bullet point list from them of changes to be made, like bullet holes in the work.
CT: Lysann, how does this look from a marketing point of view?
LW: I am speaking from a luxurious position, as MUBI has a whole creative team inhouse to create campaigns. All designers are employed. I hope that our gifted creative director, Pablo Mantin, is not suffering like Caspar and other designers. As a global platform, we work across territories, building international campaigns for our films – quite unlike the situation dealt with by most distributors in Germany or other countries. Ours is a complex process that needs a lot of listening and understanding, because online design and distribution have different needs and expectations. And some filmmakers also have a strong opinion on how a film should be communicated.
CT: The film poster has a long history of being scalded for tastelessness and bad design. Today, too, you often hear it described as generic, unimaginative, formulaic. How much truth is in that?
CN: I’d say for every beautiful poster (whatever we believe that to be) there are around 50 terrible ones, made globally by people trying to very safely market certain kinds of films, be it comedies, horror or action films. We all know the poster types: movie-star heads, guns, 3D shattered typefaces, a backdrop of explosions etcetera. The companies producing them usually have a lot more money to put up their posters all over the world, while the interesting ones don’t tend to have much reach. So the public get the impression that film posters are generally bad – whereas in fact, it is just power by numbers.
CF: It is all about daring to do things differently. Yet the main enemy of design courage is money: if you produce or buy a film, you have to get your investment back – so you play it safe. The assumption is that if a thing has worked once, it can be used as a formula. In briefings, I often get such references. At the end of the day, however, going to the movies is still a special experience. So I remain hopeful that distributors will dare new paths and change the recipe a bit more often.
LW: Yes. Working internationally, I have learned that, to a certain extent, you have to trust people to understand what you want to communicate. Perhaps German distributors don’t do that enough.
CN: I brought a quote which I think sums up a lot of what we were discussing. The Russian filmmaker Andrei Tarkovsky said in 1984: “Cinema is an unhappy art, because it depends on money. Not only because a film is very expensive, but it is also then marketed like cigarettes. A film is good if it sells well. But if cinema is art, then such an approach is absurd. It would mean that art is only good if it sells well.” With film being such an incredibly expensive art form, it seems understandable that marketing wants to attract everybody – it just cannot afford risks. And that’s where, design-wise, things start to suffer.
CF: Then again, maybe not every not every film poster can be art, or has to be art. It is also simply publicity. People decide for themselves if they want see an arthouse film or a cineplex movie. Is every chain-produced Marvel production a piece of art? Or is it a commercial project? Personally, I consciously chose being a graphic designer, not an independent artist. I believe it is OK that both exists. Big blockbusters don’t have to be ashamed of their commercial artwork, but it’s also very nice and refreshing to have individual, even arty, independent film posters.
CT: To sum up, let’s briefly consider digitalisation. Would you say the printed film poster is dying out?
LW: I wouldn’t say that. We still produce many analogue and haptic things, such as the printed version of our film magazine, the Notebook. This experiments creatively with different designs, adding another layer to campaigns. And for me, thinking about the printed version of a poster is just as important as thinking about a digital version. Nevertheless, we need formats to be adaptable to different communication channels, standardised versions don’t really work.
CN: I regard this hyper-adaptability with some caution. Watching a film on the big screen, you see many more details than you would on your phone, for example. In the same way, a poster tells you so much more than a small display, and it creates different emotions. There’s a value to understanding the different formats and how they work. I am sure that one day, there will be digital screens everywhere. That will also herald animated film posters – which is a whole other dimension. But then I think fondly of vinyl records. Why are they still here? Because people like holding the artwork, they like tactile, haptic things. It’s the same with paper posters.
we’d once again like to thank christina thompson and christina dembny at kunstbibliothek for creating such an extraordinary, in-depth and thought provoking exhibition and catalog. if you have the means, do see the show before it closes march 3rd, 2024. in the meantime you can purchase a copy of the exhibition catalog here.
the art library of the staatliche museen zu berlin (state museum in berlin) have just informed us that their forthcoming großes kino (the big screen) show will now also include the poster we made for mareike wegener’s film, echo. we are delighted.
the echo poster will join the act of coming out poster alongside 298 other posters dating back to the year 1900 in a celebration of 120 years of film poster making.
here are some further details, translated into english, about the show:
THE BIG SCREEN — FILM POSTERS OF ALL TIME
Film posters are both advertising and art: they condense a film’s plot into a single concise image and spark curiosity. They translate cinema – and all the emotions it evokes – into graphic design. The exhibition presents 300 original posters from twelve decades – classics, cult films, and arthouse cinema.
PROS AND CELEBS: 26 posters were chosen by film industry experts – hear their voices in the exhibition.
OPENING CREDITS: Graphics meet moving images.
PAULA POPCORN: Follow our mascot to family stations and listen, play, and draw!
CURIOUS? For details about our catalogue, symposium, and events programme, go to smb.museum/kb
An exhibition of the Kunstbibliothek, Staatliche Museen zu Berlin
