Property of Focus Features.

MK3 producer and fellow MK3 blogger Haley recently explored the art and science of movie trailers – how they masterfully tell a story, teasing just enough to spark intrigue while leaving audiences wanting more. And she’s right. When done well, trailers are an essential part of the cinematic experience. But what if I told you that a single image could have the same, if not greater, impact?

Are Movie Trailers Giving Too Much Away?

We’ve all been there, watching a trailer only to realize you’ve basically seen the entire movie. The plot twists? Revealed. The funniest scenes? Already laughed at. The movie climax? Played out in those two trailer minutes. In an era where attention is currency, movie trailers often lean too heavily on over-explanation, leaving little mystery for audiences to uncover.

Now, compare that to the silent power of a movie poster. A single still composition, if done right, can ignite curiosity, build anticipation, and leave viewers with more questions than answers. It’s an art form that can tap into emotions in a way trailers sometimes fail to do.

The Magic of a Well-Designed Poster

Take Nosferatu (2024), for example. Its posters captured a raw, eerie intensity, dripping with passion, tension, and atmosphere. Every version of the poster told a different story, yet each was equally unsettling, making it impossible to look away. On my way in to see Nosferatu, I saw the poster for the movie Sinners, starring Michael B. Jordan. I love an evil Michael B. – remember Black Panther? So, when I saw that poster, I immediately put the movie on my watch list.

This is where movie posters have an edge. Instead of spoon-feeding the audience, they intrigue. They ask the viewer to fill in the gaps, to imagine the story before even stepping into the theater. When done right, posters spark a conversation. Who is that shadowy figure? What does that cryptic tagline mean? These questions linger, and that’s what makes posters such an effective marketing tool.

A Better Strategy for Movie Marketing

While trailers will always have their place in film marketing, posters have the potential to do something trailers often don’t: let the audience’s imagination do the work. A well-designed poster campaign, featuring multiple designs that capture different facets of a film, can keep excitement alive long before (and after) a movie’s release.

For marketers, it’s a lesson on the power of restraint. Sometimes, saying less, or showing less, says more. Whether marketing a film, a product, or a brand, leaving room for intrigue can be the hook that gets audiences truly invested.

Keep Them Wanting More

I think the best and most exciting way to market films is to leave the audience with questions. Give just enough to let your audience know this is something that will entertain. It’s baiting at its finest. Unanswered questions let the plot of film exceed your expectations, and leaves the audience open to wherever the story goes. Posters allow just enough to make people want to see more.

The power of the poster by Abayomi Harper