Leon Williams

Campaign Analysis for ‘Logan (2017)’

Teaser Posters

This was the first poster release for the film Logan. In the picture you can see that a child is holding Logan’s hand.

The image is mostly themed in dark colours such as black and grey. This can suggest that the film may have a dark backstory on these characters for instance.

This also builds anticipation for the films audience as they know that it is the last film for Logan as it isn’t titled X-Men or anything related to his association with them.

It is directly Logan himself. We can also determine this as looking at his hand we can see he is aged.

The cut you can see along his thumb could also connote danger and it could possibly mean that this child holding his hand is causing Logan harm or affecting him in different ways (Creates enigma’s and anticipation towards the film).

Teaser Trailers

https://www.youtube.com/watch?v=riPNhHj7drs

The first of the many teaser trailers for Logan was 1 minute and 46 seconds long.

The trailer showed the audience an insight of how the film was going to be panned out. Due to the film having comics based off it allowed for audiences dedicated to the X-Men franchise to be truly excited and impatient for the film as the film has been planned for many years.

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Here you see Logan standing in a very depressing atmosphere. You also here actor Sir Patrick Stewart voice over the sentence “Logan, What did you do”. This already connotes danger as we are told that our protagonist Logan has made a mistake.

Leading up to our next major shot is the graveyard. This has been used multiple times in X-men films and usually symbolises that there will be the death of somebody in the film. As our protagonist Logan is also very aged it could connote that it could be the end for him at some point is well. We also see in this shot that Logan is drinking over the death of somebody. This also allows us to know that his life has taken a toll for the worst and that somebody important has left him or rather he has been forgotten in the world.

Here we see Logan overlooking his body in the mirror. There are large sections of his body that have been scared and damaged. This can connote that he is not able to fight as well as he used to or he may not be able to regenerate his tissues. We know of this ability as in previous X-Men films we know

that Logan’s exo-skeleton is made of a metal alloy called ‘Adamantium’ in which his tissues can be healed overtime. Because we see his tissues staying in this state it could mean he is dying, age is getting to him or rather Logan has been infected by something.

After a vast amount of shots we are presented with a very significant shot and we see character Charles is now aged and being held by Logan (In previous films he was young and capable of looking after himself). Compiling this with the previous few scenes we are shown Charles is being looked after by Logan. This could represent that Logan is very depressed or in a very bad state as Charles acted like a father to Logan for most of his

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life. To see Charles in this state connotes that Logan is suffering with the effects of aging.

After the shots of Charles and Logan the next significant shot is this girl we see. This could be the one seen in the first teaser poster. This could symbolise she is dangerous or is the reason Logan’s life and surroundings may be getting put in danger. This is backed up when we hear a voice

over with Charles saying to Logan “She is very much like you”.

After music increases the trailers intensity we see Logan’s team or rather family figures in danger. The next significant shot is the guns being aimed at Charles’ head as he is having a seizure (His seizure stops all non-mutated humans from moving or almost breathing from happening in an area).

Here we are shown a shot with the child Laura and Logan as he rests on the lap. This could connote that Logan is her father as they bond together throughout the entire film like father like daughter.

The next sets of shots are viewings of Laura being restrained and Logan’s aggressive reactions. We also see the antagonists trying to take what seems to be Laura from them. These shots are very significant as it connotes that Logan’s daughter is dangerous or important.

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The last major shot of the characters are after a fast paced set of shots involving fast paced edits of the typical fighting you would see is this shot of the child Laura holding Logan’s arm. Because they are looking down it could connote that somebody in the film has died as they have very depressing body language.

It can also suggest innocence as they child may be dangerous but she seems scared of whatever scenario or state they are in. These are typical traits of a child and it is noticeable as she is gripping Logan’s arm and looking down which connotes she could possibly be scared.

We also see Logan in the shot in a very bad state which could connote that they have been in a lot of serious danger or Logan has risked his life as there are blood stains over his shirt and the girl is clean of blood and scars.

The final shot is the title LOGAN in capitals. This also represents purity and innocence as ‘LOGAN’ is printed in white.

This concludes the teaser trailer for ‘LOGAN’.

Character Posters

The film ‘LOGAN’ had 2 character posters and a merged version involving both Logan and Laura. The two separate ones were the exact same however characters Laura and Logan just swapped places.

Here we are presented with Logan running while carrying Laura his child.

The text LOGAN is in white which represents purity and innocence in

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the name therefore this connotes that the main characters Logan and Laura within the film are innocent and protagonists.

Both of these posters here have the exact same background however they are positioned in a different angle of the background.

This lighting of each background is different which could connote that possibly Laura is coming out of the shadow more as she is not well known however Logan has mostly been in spotlight for X-Men films so this could connote that Logan may discover that there is a lot more to

Laura then he knows it.

Magazine Cover

Throughout the entire campaign Logan seems to attract larger and larger audiences as even as the film was released.

EMPIRE was one of the first to have a main cover for Logan on a magazine.

Typically we see the text ‘LOGAN’ again written in white in which once again portrays him as innocent and pure.

We can also see here that the magazine is following Logan’s colour scheme of yellow, white and black. The only time this scheme didn’t apply was the original poster in

which could connote that the director wanted to create sympathy or maybe curiosity for Logan.

The idea that the colours of Empire are sticking to similar colours of Logan’s colour scheme could also imply that Logan is very important in the X-Men story (Their previous films) as everything is based on this one character Logan.

Regardless though just like in a typical Empire magazine they have constructed the texts of the magazine around Logan himself to resemble his importance and significance within the magazine to show he is the main selling point of Empire’s current magazine.

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Therefore to conclude the campaign’s analysis for Logan it is very successful that the director has managed to create an individual theme and industry for Logan himself as everything in the campaign involves Logan and everybody around him. Even though we see significance of Laura and Charles it is only because they are connected through the main protagonist which is Logan.