You probably can’t tell from the poster above, but “Bienvenue chez les Ch’tis” (Welcome to the Land of Ch’tis) just had a record breaking opening in it’s native France, and was apparently the top film at the international box-office this weekend.
From what I can grasp the success of Bienvenue seems to be mostly attributable to local cultural factors. The film satirizes the well known stereotypes about the north of France, which is apparently often portrayed as a bleak place were it’s always raining and people are unemployed and drink too much. The film presents a different side of that part of the country.
All of that is to say that the conventional marketing for the film, posters, trailers, etc, probably wasn’t decisive in making this hit that it is. It’s more of a cultural phenomenon than a marketing engendered one.
Or maybe I just want to believe that because I don’t like the poster.
And yet, the poster probably wasn’t a negative in the big scheme of things. It might even have been a positive. I mean, look at them. They are happy, and laughing and having a great time. Don’t you want to have a great time too?
Besides, I think it fits into the tradition of recent French posters for more mainstream comedy fare. They tend to have the characters interacting in a highly stylized way and make use of lively, often warm colors. They are not designed to be something great to look at, they are designed to give out a safe, moderately fun and cozy vibe.
The next time someone talks about how much better the posters from other countries are than the U.S. ones remember: that is not always the case.
(Poster via Allocine)