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Word Count: 923
Zaza the lobby card I have chosen was a film based on a 1904 French play by Francois Berton and Charles Simon Zaza was a successful film played by nearly every major actress of the day To quote Paramount It is a story of sawdust and tears backstage rivalries dramas and heartbreaks For this Lobby card Paramounts advertising department has ingeniously incorporated the style and feel of the nineteenth century French posters of Toulouse-Lautrec This image came about as a distinct change of style taking place within the Paramount publicity department They started to steer away from the now too familiar photo and text cards and started to develop cards that would eventually change everyones conception of cinema advertising Paramounts publicity department cut out the figures of the stars and surrounded them in completely non-realistic backgrounds and highly stylised sets drawn in the most brilliant colours Choice of lettering and overall layout of all lobby cards was essential to gain the correct impact need In action films ie The Adventures of Captain Marvel 1941 Ben Hur 1931 film companies used bright bold colours and garish statements in a bid to lure audiences to their films by impression alone However with films like Zaza they used a different concept of design all together using fine art as a template From this point on all the major production companies began to experiment around the old fashioned square photo and block text method of work Some companies chose to take the look of photography to a higher plane using Ariel circular and eventually panoramic images while some experimented with text alone ie Phsyco 1959 Others chose to take advertising away from the by now overused cards and began to branch out and develop what is known in todays cinema world as visuals The text used on the lobby card for Zaza isnt particularly effective using a very free style of type The Toulouse-Lautrec style
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