The vast majority of these films have white posters. Who is your soothing cup of charm: Tom Hanks on a bench, nothing more nothing less, from 1994’s as demonstrated in this chilling list by Ashley.)

Will Ferrell had been earning his stripes as an actor for years, but he changed the movie comedy game as Buddy the Elf in 2003. There’s plenty of visual humour in Elf, but Ferrell’s coat-stand posture bedecked in festive green velvet and those tights is… enough. A white background lets the ridicule slide, just.

How many Disney series really deserve a whole movie—and one that stands the test of time? Lizzie McGuire, resting on her tiptoes with a swinging suitcase in hand, sells The Lizzie McGuire Movie like no idyllic views of Rome ever could. It’s reaching out to an audience loyal to the character, one who will follow her to the ends of the Earth, or at least to another continent. Hilary Duff could be doing almost anything on this poster and it would achieve the same effect—so long as the white background remains plain enough to keep eagle-eyed fans on the main event at all times.

It’s surprising that the star-making system only let Meryl Streep appear in a tiny box, one of four character tiles, on the poster for The Devil Wears Prada in 2006. But the design here taps into 1940s animated sensibilities, giving prominence to a devilish red Macguffin larger than the humans. It still achieves the same function—a glossy, glamorous design with the accessible sell of a quotable, star-fuelled comedy.

Red may be the color of romance and the devil; it’s also Superbad, whose star power—marking the emergence of Jonah Hill and Michael Cera—is used to an opposite and impressive effect on its poster. The awkwardness of these teen boys—lanky, unkempt, insecure—is what cinches the comedy. The simplicity of the poster design, with their uncomfortable posture against, well, nothing at all, further anchors their incapability of facing the world in any confident way, shape or form.

This starkness makes sense: what’s next, Steve? It offers a rare example of a poster from the past decade that fully leans into the monochrome aesthetic entirely on purpose—to serve the restrained and unequivocal need for white. (And it’s interesting to compare with the marketing narrative for an earlier film about another tech leader: observe how Jesse Eisenberg’s Mark Zuckerberg eyeballs us from The Social Network’s dark-mode poster.)

Comfort movies don’t own the white poster, of course. Jordan Peele’s Get Out toys, both in its marketing and its delivery, with the binaries of black and white. It’s deployed on-screen with sophisticated horror, and this extends to its two most graphic poster variants.

While one poster sees Daniel Kaluuya’s character, Chris, sat on a chair split vertically between black and white, the all-white poster allows only a center-frame letterbox to reveal Chris’s enormous eyes, accompanied by an all-caps type treatment. The vast expanse of white only makes the image more menacing, framing the claustrophobia so effectively. The landscape crop is a device that defines stern dramas as much as arthouse comedies, as documented by Haji Abdul Karim in their expansive list.

But back in the ‘comfort’ realm, we’re seeing more and more that the marketing wants to have it both ways—the negative with the positive; the art house audience and the multiplex crowd. As genres blend, demographics collapse and audiences become more fluid, a film’s advertising needs to speak more languages.

Two ultra-comfort films from last year demonstrate this idea well. The poster for Judy sees a backlit Renée Zellweger finding her light, receiving her applause. Black is the key color, right down to the classic little black dress; the eye is drawn to the title, spelled out in red sequins. It’s showbiz, it’s drama. Though the film itself fudges a few of the more uncomfortable facts of the star’s story, it’s still honest about her addictions.

In the white-background version, which was more widely distributed, Zellweger, in a floral dress, turns away from the light. The name still sparkles, but in softened gold. There’s no less glamor, the stakes in the film are just as high, but she’s perhaps more accessible like this. The focus, as it was in the 90s, 80s, 40s, returns to the main event.

Greta Gerwig’s Lady Bird, via design-conscious distributor A24, and Gerwig’s singular aesthetics promised that her Little Women remake would be worlds away from all the others. But when the first images for the film were released, the marketing campaign was questioned by die-hard Gerwig fans.