The mummy returns analysis
- 1. • The title is large and centred so the name of the film takes precedence. The graphics look like the molten gold of Egyptian treasure and the style suggests antiquity through the tails on the letters. • The central M is like an amulet and has a glow suggestive of both mysticism and menace. • Predominant colours are gold on black, echoing the treasure of Egyptian tombs and the richness of the culture • The central image reflects an Egyptian drawing in its regularity of form. Scantily – clad women fighting will attract the audience’s attention and create interest in the plot. • Background images confirm the traditional Egyptian setting and the watching crowds suggest a large scale production with emphasis on sets. • Lighting appears candlelit – evokes mystery and romance and echoes the discovery of the tombs. New faces are mixed with recognisable stars from the prequel. • Star names are not given high profile, suggesting the plot is more important than the stars in this film. • The body language of the four women on the poster emphasises the different roles they will play in the narrative. • Facial expressions are tense and watchful, suggesting excitement and danger. • Size of the image conveys that these will be the central characters. Body language suggests a love interest and emphasises traditional representation of male and female roles. • Costume suggests a mixture of antiquity and modern. • The Unique Selling Point is that this is a sequel to the very successful film
- 2. The Mummy as echoed in the strong similarity of the marketing campaign. • The genre is instantly recognisable as action / adventure, which traditionally attracts a family target audience. The poster emphasises that the film has something for everyone.