Reaching an audience in the home video market is much different than reaching the theatrical audience. That often means the key art that’s used for home video releases is changed significantly from the one-sheets that were available during the theatrical marketing cycle. What I’m going to try and do is see what those changes are and what they mean for the appeal being made.
Where the theatrical poster campaign was more concerned with the brand, the home video artwork brings the focus to all the characters. So where for the most part the tiny little characters were hidden away during the theatrical marketing, now they’re front and center, looking happy and ready to welcome young viewers into their world. It’s not a huge change but may show that the studio decided it needed to pay more attention to the colorful cast to get people’s attention.
Quite a change from the theatrical poster, the DVD box art still features Edgerton and Negga as the Lovings, holding hands and standing close to one another. But while that’s similar to how the story was sold on the theatrical poster, the home video art raises the stakes by putting the police in the background, walking toward the couple. That makes it clear just what the two were up against and what they faced just to be in love and be married and is a solid addition, especially since it resists the urge to use big floating heads but keeps the perspective pulled back a bit.
Frank & Lola
No big changes here, just a shift of the title treatment from the bottom of the design to the top. It’s the same image and copy, which isn’t surprising given the small nature of the movie.