Textual Analysis of "A Nightmare on Elmstreet" (2010) Poster
The "A Nightmare on Elmstreet" 2010 remake was director Samuel Bayer's attempt at a reboot of the original 1984 popular cult classic directed by Wes Craven. The film follows a popular franchise of horror sequels and spin-offs such as "New Nightmare" (1994) and "Freddy vs Jason" (2003). The films always contain the main antagonist/serial-killer of Freddy Kruegar. Kruegar's sadistic looks, bladed fingers and grim attire has created him as a horror icon of modern contemporary film. The Kruegar film's always feature the victims being killed by Kruegar in their dreams which later relates to their death in reality.
The following textual analysis concerns the film poster for 2010 reboot of the original "A Nightmare on Elmstreet". Straight away from looking at the poster we are presented with Kruegars typical bladed glove and slanted hat that have made him so recognised by young adults that watch horror films today. The target audience is also those older horror fans ranging from 20-35 that were fans of the first 1984 film featuring now famous actor Johnny Depp. The star power alone of the fictional character is an attractive part of the poster for horror enthusiasts.
The poster image of Kruegar is a medium close up so that we can view both the trade mark killers head and bladed weapon in the mise en scene. The hand takes up the bottom half of the poster as it is the main 'gimmick' of the serial killer and most recognisable feature. We are not allowed to view many facial features of the subjects face due to the extremely low-key lighting and shadow that is created from the lights used. The is not a flaw of the poster but an intentional technique used to create a feeling of mystery, nightmarish dreams and homicidal intent that relate to the plot-line of the film. Make-up and prosthetics have come a long way since the original 1984 "A Nightmare on Elmstreet" therefore the look of Kruegar in this film is more modern and effective. For this reason, the subjects face is also hidden so that the audience want to see more. This drawing point will create a wider and larger audience to see the film. The distributor and film producers logos are placed in the bottom left and right hand corners (Platinum Dunes and New Line Cinema) which is a typical convention of all movie posters.
The colours utilised in the poster are much more 'warmer' e.g. reds and oranges. Blended in with the black background and with the exposure of the image a texture is created in the both the foreground and background that is dream-like and vibrant. This relates to the way the killer of the film attacks the victims through sleep and kills them in their dreams. The metal of the glove and blades have been given a shimmering effect and brought into the foreground for emphasis on their sharpness and ability to sear the victims flesh. Horror or 'Slasher film' fans will find this particularly attractive as it implies that victims will meet a gruesome and gory end in the film.
The titles of this poster are unconventionally simplistic for a horror poster. Many posters will feature a typical punch-line to draw in an audience or contain the names of actors. This poster simply has the year of release in small block capitals at the bottom in similar colour of the mise en scene of the image. This suggests that it is a teaser poster and is an effective way of attracting a wider audience through mystery and suspense. The lack of information on the poster relates to a fear of the unknown created in the actual film. Also the films website is placed along with the year so that fans can follow up on the latest information related to the release of the film.
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