In Contention


US ‘Made in Dagenham’ poster ups the drama

Posted by Guy Lodge · 11:02 am · November 16th, 2010

Well, this is interesting. The newly unveiled US poster for cheery true-life Britpic “Made in Dagenham” points to a tactical turnabout as politically suggestive as its red-to-blue color shift — one that suggests Sony Pictures Classics still harbor serious awards hopes for this 1960s-set underdog story. An initial one-sheet was based directly on the jolly UK design, which foregrounded the fun factor with a grinning Sally Hawkins and that cheeky “We Want Sex” sight gag.

Clearly, however, the marketing team felt that was too lightweight a concept for a potential Oscar candidate. The new poster, then, is far less eye-catching but notably more sober, every element blatantly selling the film as an inspirational drama — from Sally Hawkins’ solemn expression to the no-frills typeface to the ennobling, if derivative, tagline. (Plus the magic words: “Based on a True Story.”) Will it work on Academy types who place great emphasis on gravitas? The film is substantial and stirring enough to justify such an approach, but audiences should also know that it’s a good time at the movies.

Check out the new poster below (with the UK one beneath it) and tell us what you think.

[Images: Sony Pictures Classics, IMP Awards]




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→ 11 Comments Tags: , , , | Filed in: Daily

11 responses so far

  • 1 11-16-2010 at 11:19 am

    Bill_the_Bear said...

    I think the top one looks too much like a fashion show runway.

  • 2 11-16-2010 at 11:27 am

    al b. said...

    I’m looking forward to this but why does the top poster look like it was made by a 4th grader? The UK design is clearly superior!

  • 3 11-16-2010 at 11:43 am

    Zack said...

    The top one looks like some “Family Guy” cutaway about what a British strip club looks like.

  • 4 11-16-2010 at 11:55 am

    Graysmith said...

    What an odd poster. I’ll skip the bits about it being poorly designed and just wonder what exactly they want to convey here. Like Bill said, is this a movie about a runway model? Looks like it, and that’s probably what I’d think if I didn’t know better.

    The older one isn’t particularly great either, but at least it’s not confusing.

  • 5 11-16-2010 at 12:14 pm

    Maxim said...

    lol @Zack

    That was pretty classic!

  • 6 11-16-2010 at 12:18 pm

    /3rtfu11 said...

    I don’t care for either but the UK print is aesthetically pleasing.

  • 7 11-16-2010 at 6:05 pm

    mikhael said...

    i notice that on the top poster they put the R rating. so it’s settled then for the R rating?

  • 8 11-16-2010 at 8:05 pm

    Ben M. said...

    Not a fan of either poster really, but I think I like the more dramatic tone of the US poster a bit.

    As for the rating, I can’t imagine it will be changed now since the film comes out on Friday, though in other contender ratings news True Grit did manage to get a PG-13.

  • 9 11-17-2010 at 3:14 am

    PJ said...

    The US poster is bizarre, a runway crossed my mind almost immediately. Sally almost looks like a cutout, and the quote stuffing is just plain uninspired. The UK one is much more spirited, I quite like the red.

  • 10 11-18-2010 at 9:14 am

    Kennedy 2 said...

    I like the US one shows what it was in the days of men rule, and this girl had the guts to be there! To show the rest of the females the way fantastic great movie GO FOR IT GIRL well done the brits again