JAWS
The film opened on Friday, June 20, 1975. Spending an amazing $700 thousand dollars, the studio ran multiple 30-second spots for the film on prime-time television for the three days prior to opening day. In another first, Universal had the local theatre owners pay a portion of the advertising buy, assuring them their money would be recouped. They also mounted a radio advertising campaign featuring the amazing combination of Percy Rodrigues’ voice and John Williams’ music.
The ominous “See it…before you go swimming” followed by “bum bum bum” was, to quote Chief Brody, like “ringing the dinner bell.”
Original JAWS poster designer: Roger Kastel.
In 1974, Roger's work was not yet recognized globally, but that was about to change in a big way when he accepted the challenge of illustrating the paperback cover of Peter Benchley’s bestselling classic JAWS for Bantam Books. Universal Studios, so impressed by the work, purchased the right to use this image as the poster for the movie. This was the first time that a poster image became a merchandising product in itself.
Kastel's other iconic contribution to the world of film posters and popular cinema was that for the sequel to Star Wars, The Empire Strikes Back, creating the classic Gone With The Wind-style poster.
Historical source images copyright by their original owners. Jaws posters copyright Universal Pictures. Sharkfacts poster imaged by Heritage Auctions: HA.com. Theatre photo, owner unknown.
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Jon Buckley Illustration is an art, design, and mograph studio specializing in insightful editorial illustration and delightful 3D rubber hose style characters appropriate for a wide range of useful situations such as publishing, branding, licensing, and other healthy activities.
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Principal, Jon Buckley Illustration
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3D illustration, animation, & character design
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Former Creative Director at Northern Trust, Design Director at PwC, Senior Media Designer at LPL Financial
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