It's the first thing many of us see in a movie - it's certainly one of the major things attracting us, particularly to low-budget ones!
It's the poster - and it was only a matter of time before someone made a movie about movie posters. Someone has - and they've actually called it that. 24 by 36, A Movie About Movie Posters is currently playing on the Sky Arts Channel.
Simon Morris talks to the director Kevin Burke on the line from Toronto about classic movie posters, and the rise of new, alternative posters by organisations like Mondo and Skuzzles.