22 Develop Key Art

Key art is just that: the key image that serves as the fulcrum for the rest of the marketing campaign. Key art typically refers to a project’s poster or “one sheet” — that one arresting image paired with the perfect title treatment that expresses the genre and tone of the project, often with a tagline hinting at an ironic, thematic plot twist.

Key art is usually associated with the 27" x 40" poster that hangs outside cinemaplexes to lure still-deciding viewers to buy tickets for their specific theater but this same artwork can be seen repurposed on everything from bus benches to billboards to newspaper and magazine ads to commercials. Entire exterior studio walls use key art to advertise their hottest TV shows. Key art unifies ...

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