Title –The title ’12 years a slave’ is in the centre of the page. The fact that it is in the centre of the page suggests that it is integral to the story/message within the film. The number ‘12’is in orange/golden text which contrasts with the picture and also the word ‘slave’. This is due to gold having connotations of wealth and royalty which directly juxtaposes the word slave which has connotations of poverty and a poor standard/quality of life. Despite this difference, the font is all in a old fashioned style font to reflect the setting and scene of the film and what time in history it is referring to.

Main image –The main image on a poster will usually contain the main

characters of a film. An audience could guess from this poster that the main characters is a slave purely from his

clothing and his race in relation to the context of the title. Moreover his facial expression and stance acts as an

indexical signifier to emphasise that he is running away from something he is scared of. This could be seen as him running away from slavery and could also link in with the statement

below saying that it’s a true story. This could also work as an enigma code as it requires the audience to watch the film

in order to find out the exact reason why he is running and what he is running from.

This could be the USP for the film as this encourages people to go and see the film. They will be interested in what his

true story is and why he is running away. It also allows the audience to empathise with him as we have all felt scared

and worried and wanted to run away at one point in our life; so this emotional connection could encourage more

viewers.

This could suggest that 12 Years a Slave is a high concept film as the deeper meanings of racism and slavery could suggest provide viewers with the knowledge of what life

was like in that era if they didn’t experience it.

Institutional information –Due to 12 Years a Slave being an Independent film we can guess that the genre specific signifier would be the true story and real life issues portrayed through the style of the characters and the content of the film. The genre would be historical documentary as well as true story through biography and the audience would be ABC1 25-45 year old males, individualists, with an interest in films, culture, history and America. They would most likely watch this film in order to feel educated and emotional as the film is a true story and the audience will want to feel something real.

In having the main actors names as well as the directors it encourages audiences who enjoy the films that the celebrities have starred in/been directed by before. Despite most of the cast and director being fairly un-well-known it could still encourage a few extra people to see the film if they are aware of the actors and director. Moreover, in including that this film is a true story it entices audience to go and see the film as it feels more realistic. This allows audiences to empathise with characters as they understand it was a real occurrence and this may encourage more people to go and see the film if they feel they can connect with the characters on an emotional level.

Release –The poster does not have the release period at the bottom so is very vague about the date of this and the specifics. This could be to create a viral hype/word of mouth about when this new film is coming out and creates an exciting, anticipating and mysterious atmosphere about the film and its release.

Institutional Information continued –Box office figures: $$187.7 million

Budget: $20 million therefore it was a relatively below the line production similar to other

independent film budgets.

Hegemonic norms –12 Years a Slave does have apparent hegemonic norms of racist discrimination as well as slavery through the main image and the title. We associate these norms with what we see in the main image as it is what we have been brought up to identify with. This is why the poster is vital in marketing the film as it gives the audience and insight as to what the theme and content of the film is and what it will include in reference to these norms.