Mainstream vs. Arthouse

The times, they are a-changing and we can rejoice. My husband and I were talking over breakfast about the Burning Blue poster and DVD cover as designed by Lions Gate. It is commercial image of two fighter pilots, one looking at the other and F 18’s flying in formation beneath them with the tagline “Deny Nothing”. My husband started impersonating an all American regular guy who had recently watched the film. “Hey Burt… I thought this was gonna be a war movie, Man…”

Perfect. Exactly what we want. Get the average American guy to watch a sensitive film about an elite squadron of navy pilots and what happens when two of them fall in love. Bingo. Surprise our audience with a very human story and expose an injustice at the same time. The lack of originality in the poster design was superseded by the genius of the marketing. Thank you very much!