Franz Hermann Wills on film posters

“One cannot help wondering why our film posters are so bad, and the answer that first comes to mind is a piece of advertising psychology: an advertising medium must never promise more than the goods can hold. Yet there are good films too, and the posters made for them are still bad. The film distributor is of course fond of quoting the low-brow man-in-the-street and claiming that only low-brow advertising will ever get him to come to the cinema. He pushes his own bad taste on to an anonymous scapegoat and so feels exonerated from all responsibility.”

— Franz Hermann Wills (via Graphis #84, 1959)