In a variation on the usual format, this week the Merch Hunter will be getting on his soap-box, because there is something fundamentally broken with the way that studios and marketeers produce and release film posters these days, which has criminally devalued them as a really viable collectible compared to the Golden Age posters of yesteryear. The problem is, posters are now seen as little more than a disposable marketing tool, rather than a celebration of the subject film: they are deemed an obligatory step in the pre-release campaign and in 90% of cases are given less consideration or dutiful care than the ridiculous promotional material that is sent out in bulk to bloggers (like Drive tooth-picks and Horrible Bosses beach-balls). Film posters are supposed to be works of art: they should not be limited to cheap thrill character reveals or plot hints, because the trailer already exists for those reasons. Yet time and time again, modern studios feel the need to advance this risible idea of the poster as a “teaser”, which not only makes it completely disposable after the event in most cases, but also fundamentally redefines what a poster is. Instead of something to be held in esteem, and given pride of place on cherished wall-space, what is left is a glorified jpeg, expressly aimed at the blogosphere and its hunger for new material no matter what the cost.