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好的电影海报价值几何

2017-08-21 04:11:32   中国青年网

重庆市云阳县,一名小观众在电影院前观看电影海报。陈贞贵摄 光明图片/视觉中国

电影《我在故宫修文物》海报

最近《战狼2》接连刷新国产电影票房纪录,票房每上升1亿后片方便推出一张官方海报,这得到了众多影迷的追捧。

“一张好的电影海报可以值千万票房。”“一张设计精妙的电影海报,就会让你产生去看这部电影的冲动。”海报是整个电影工业体系中的重要环节,其艺术水准高低、制作精良与否,是衡量一个国家电影工业水准的重要指标。随着国产电影不断带给人们惊喜,电影海报的设计也开始受到越来越多人的关注。

用心把握电影传达的微妙情感

《一代宗师》《黄金时代》《太阳照常升起》《大鱼海棠》《寻龙诀》……这些画面简洁但意味深长的电影海报皆出自设计师黄海之手。在“明星大特写”和“大场景”的设计套路中突出重围,他凭借一己之力将中国电影海报设计拉升到国际顶尖水准,其设计被业内盛赞为“崛起的中国设计”。

一套成功的电影海报,既能起到推广宣传的作用,产生票房号召力,同时也展示了电影传达的核心理念和美学气质。“海报设计是创意和商业的结合,它的难度在于如何做到人的内心中去,人心是最本质的东西。”黄海职业生涯的第一个电影海报设计项目,是姜文的电影《太阳照常升起》的海报。反复观影、咀嚼剧本是电影海报设计构想的基石,提案屡次被毙,反复修改,甚至推倒重来也是家常便饭。最终,“中国红”的戛纳版海报在电影节上惊艳了四方,大红底色上,女主角赤脚迈步穿梭在片名字体间,构图简洁又不失艺术美感和视觉冲击力。这张被导演姜文一眼相中的海报也就此改变了黄海的人生轨迹。

黄海的海报设计,在摸爬滚打后越发成熟。《黄金时代》的五张海报花去了他大半年的时间,白纸浓墨,小人物置身大时代的洪流之中,却淡然而坚定。《寻龙诀》专为戛纳之行定制的海报中,五位主角破界而出的设计凸显了挣脱束缚的张力。《哆啦A梦伴我同行》中国版海报运用了国粹京剧和四大名著的元素进行设计,拉近了影片和国人的距离。

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