10. Cloverfield (2008)
Why it's good: We’re so used to images of NYC going up in smoke that we’re not thrown off until we notice the decapitated Liberty...then the fading churn of the huge wake across the murky Hudson...wait, what the bejesus is going on here?
A rare example of a one-sheet that really stands up to – nay, demands – closer scrutiny; each time you look, you see something new. Well, for like the first four looks. That’s three more than most posters manage.
What would break it: Even the slightest glimpse of monster. Also, that tagline is precisely as clunky as it can afford to be without squandering all the buttock-clenching ambiguity of the image.
9. Jurassic Park (1993)
Why it’s good: Using a specific logo or item lifted directly from the in-film world – this one being the self-same graphic that InGen use to brand everything in their demented theme park – really helps to create that world in the mind of the audience.
As well as being much more iconic, here a logo rather than a screenshot also kept things secretive, preserving our first real dino-peek until we were sitting down, popcorn in hand.
What would break it: The merest whiff of CGI dinosaurs. And, if they imagine this finding its way onto living room walls across the nation, a bit less space dedicated to the credits wouldn’t go amiss.
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