Criterion Collection: from DVDs to posters

There is no one who understands movies better than Criterion Collection. I would say they never designed a poster which is out of standard.

Because of the excellent design, Criterion Collection has become an artistic pioneer in the entire industry. I think they have the influence as much as Cannes and Oscar.

However, at the beginning of its establishment, it was just a CD sales company.

1. Quality production

In the 1980s, people in the US are crazy about renting videotapes. The entire market was a gold rush.

In 1984, Criterion Collection was born.

By the 1990s, the Laser discs released by Criterion Collection were absolutely in demand, getting almost the entire market.

As of today, Criterion Collection has been in business for 38 years and has selected, restored, re-edited and released nearly 2,000 films. But it was still a small company with around 200 employees even at its peak.

a photo in 2004

But this company is quite unique.

At the beginning of its establishment, Criterion Collection set a rule for itself: only publishing "classics and important films". Whether it is a popular commercial film or an art film, only if it is brilliant enough can it win the favor of Criterion Collection.

For some directors, the fact that the film can be included and distributed by Criterion Collection is a more precious honor than winning awards. The best movies deserve the highest quality production.

Top production equipment and experts in the film and television industry – even large companies can't meet the requirements. But it is the standard that Criterion Collection has always pursued. This strong combination ensures most authentic picture and sound of the final products.

Limited edition disks are marked with numbers. Once sold out, they are never released again.

Usually, it would take 2 to 3 years to complete the Criterion Collection version DVD, together with the film director and photographer. More importantly, Criterion Collection allows no delete or change. Even the aspect ratio remains original.

It is definitely a dream for senior movie fans to own a set of Criterion Collection DVDs. Rare tidbits, narration soundtracks by the director and screenwriter, deleted fragments, document handwriting... Compared with other video discs, the Criterion Collection version of the video disc is undoubtedly a luxurious "full banquet". No one can resist its temptation.

2. Artistic poster

In the DVD era, a poster determines the sales of a set of DVDs.

A neat poster can become the main selling point. In contrast to the market, Criterion Collection abandons commercialization and pursues artistic design purposes.

Criterion Collection's pursuit of art can be described as crazy.

Every time Criterion Collection includes a movie, it will redesign the poster, replacing all the original tacky posters with another piece of artwork.

Rashomon, known as the Bible of Japanese movies, is an example of how badly it was ruined by its original poster. Stars, rape plots and exaggerated text descriptions constitute the selling point of the entire poster. This kind of design makes the audience mistakenly think that it is a vulgar film.

While the Criterion Collection version determines an elegant tone in the style of oil painting, the chaotic brush implies the confusion of the story. And the man split into halves, suggesting the character's transition between good and evil.

Frankly speaking, Criterion Collection's posters are difficult to understand. Most of its design concepts are derived from imagery, which is the refinement and purification of the film's vision, condensing the soul of the entire film.

The style of Criterion Collection posters is changeable. Although they are based on the movies, they will never be scaled by the movies. Criterion Collection always finds the most suitable styles and impressive elements.

The production cycle of a poster is 2 to 3 months, and a lot of relevant information about the movie needs to be mined. No omissions allowed.

Also Criterion Collection spends a lot of money to invite "aid" to complete the poster together with the designers.

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