We need to talk about these fucking hideous UK quads

Monday October 24th 2011


I’ve said it before and I’ll say it again: UK quads are, by their very nature, shit. Modern cinema simply doesn’t lend itself to being sold in tight, squat spaces, meaning it’s almost impossible to find a quad that doesn’t feel compromised in some way, no matter how much creative freedom the designer has been granted or how amazing the movie in question really is.

Take the cluttered, atonal quads for Lynne Ramsay’s masterful adaptation of We Need To Talk About Kevin (above). Provided with stills that naturally lend themselves to portrait-orientation posters (like the ones they use EVERYWHERE ELSE IN THE WORLD) the designer has shoved the imagery into the corner of the poster, filling the remaining space with a veritable scrapbook of review quotes. And as the quad’s awkward shape offers no obvious placement for the film’s title, they’ve gone the route of so many UK posters and made it fill 40-50% of the entire canvas.

Side note: I know it’s not really the designer’s fault, but ‘Mummy’s Little Monster…’? Y’all serious?

It’s worth comparing and contrasting these monstrosities with the one sheets doing the rounds in the US (left) and Australia (right) …

Even if you haven’t seen Kevin, you can probably guess that these posters are considerably more indicative of the movie’s tone than their British counterparts, if only because they actually look like advertisements for a theatrically-released movie rather than a school play.

I don’t know … maybe I’m just being idealistic and a quote-heavy, massively-titled poster is inevitably going to put more bums on seats than a subtle, Tumblr-friendly art piece, but surely there has to be a point when a poster is just *too* ham-fisted to send out into the world?

And if you ask me that point was reached with the release of Kevin‘s third and final UK quad …

Eurgh.