Most of the visual identities of Filmoteques are very distant and cold because of its long analytical texts, minimalist layouts, and just photography. It happens because those institutions focus on an expert public. When you are an expert in any field, you are in another awareness stage of the journey. A rational analysis has exceptional value for you. But the problem is that precisely that is a wall for a non-expert public, for a younger audience.
The key is to understand storytelling as a value funnel from more emotional to more rational. You can only connect with a broader audience if you are emotional. And Cinema is full of emotions. It is not just photography; cinema is about characters and how they face their story, what they say and what they do; it is about feelings, dialogue, and action.
There is an immense resource of quotes in each movie, quotes created by incredible screenwriters that can connect emotionally, take the attention, and summarize the feeling of one whole film in one sentence.
There are now many more possibilities to show movement on the Internet, computers and info screens or e- panels for advertisement. We decided to create cinema posters, e-posters, and animated gifs we could show on the website.