Research for 'brand' identity.

In order to gain high audience recognition and publicity, it is important that films have elements of their brand which the audience can identify together and so distinguishes the brand in the consumer's mind. These elements could be aspects such as the colours used, the format/layout used, a logo used, a name or a symbol.
As you can see in the image below there is a predominant theme of black and red on a white background. This means that when people see a poster, for example, with the black and red theme and the style of writing the title is in; they will automatically associate it to Love Actually without even realising. As it is part of the romantic genre, it is also portraying the themes of love through the red and innocence and happiness via the white.  

A further example of the use of brand identity in films is Shrek:

Above, you can see the title 'Shrek' in fairly large, bright green writing which stands out very clearly. It also has the unique Shrek ears coming off the 'S' which is highly definable and memorable to an audience. The main colour themes we can see are green, with the happy blue sky background. In this image it includes pictures of the characters in the film to relate to as well.


However, as shown in the poster for Shrek 2, once the film is onto a sequel and it has created a brand identity for itself, the characters no longer need to be visible. This is most likely to happen when the film has previously been a big success and is highly recognised. They are able to use this design because purely from seeing the 'S' with the unique Shrek ears coming off it, against the blue sky background, the audience automatically link it to Shrek and the characters and so they are not needed on the poster and neither is the actual title of 'Shrek.'

This picture below is showing even with convergence opportunities that come from a successful film, the image of 'Shrek's' head and the unique ears are a lot larger and more dominant being in the centre of the packaging than the title 'Shrek' itself due to immediate association. 

An example of a psychological thriller film, Paranormal Activity, also displays these characteristics of brand identity. As shown below, the recognisable bright red title font is almost blood like with the glow through it. The space is also largely consumed with an image from the film which is in night-vision, which is a recurrent theme within the film itself.