Some years ago now Sir Ridley Scott was asked about how he would continue the Alien series which he helped create way back now in 1979, one that shocked the world and introduced a new style and viewpoint on science fiction/horror with his vision of a used future and menacing alien character. His answer then as it was for many years hence, was that the most obvious course would be to revisit one of the sources of intrigue in the first film, that of how the derelict craft containing the long dead “space jockey” and numerous alien eggs came to crash there in the first place.
A little over a year ago now, it was announced that there would be a prequel that would go back and reveal these events and herald the return of Scott to the genre, albeit as a producer. Months later and with Scott moved into the director’s chair and Damon Lindelof conjuring up and the wait began for what exactly this mysterious piece of cinema would amount to.
With filming underway, anticipation has started to grow for the release of any plot information, onscreen photo or leaked set report for the fans that have eagerly awaited Ridley Scott’s venture back into science fiction, a genre that had been lacking his directorial vision since Bladerunner. Whilst Fox and the participants in the filming of Prometheus have kept a high level of secrecy over the plot, tone and how exactly it does tie in with Alien, or indeed veers away into other storytelling territory, there was a first glimpse at a logo and a hint of a marketing style for the film at a licensing expo in Las Vegas in early June. 
Whilst it didn’t reveal anything more about the film or offer and cast photos it did features a one sheet poster with a rendering of the title Prometheus, with a look that had something of an early 30′s era style about it, and not quite the threatening or foreboding style to it that you may expect.
However, fast forward a few weeks later to Comic Con and, with a fake plot synopsis making it’s way around the internet attendees at the Con were treated to footage from the film, the first official photo from the film as well as Damon Lindelof and Charlize Theron hosting a Q&A discussion on stage. One other note was that the typeface for the movie title had changed significantly, gone was the Expo retro feel to be replaced with a more thinner, more “Aliens”-esque typeface that fitted in more with what fans were expecting, given the connection, no matter how slight, to Alien. This link was heightened when according to reports from fans in attendance the title slowly appeared and formed the word Prometheus, directly echoing the hieroglyphic readout style opening title sequence to Alien. Obvious nods to the film with which Prometheus “shares DNA” with, but is it a bit of a step too far or even a disappointment?
As so little is still known about the film, especially the content and tone of the film it’s probably too early to judge or second guess how well the official, or latest, logo style suits the film, but at this early stage it would be a bit of an arguable disappointment if the titles for Prometheus do retread the Alien route, or echo it too much. Though as discussed in a previous post I thought Alien’s opening titles were a superb scene setter and the logo design was used to great effect in the marketing and advertising for the film, shouldn’t we expect something a bit newer or more unique for Prometheus. If it is the case that the film is only vaguely connected to Alien and not a direct prequel then it could be a dangerous path to tread to replicate or nod heavily to Alien and push the audience to expect the same experience, or something that will lead into that film. With 11 months to go though and one logo change already taken place it’s hard to say what will follow in the upcoming months as the marketing and PR for the film really gets going – if nothing else it should make for some interesting viewing both in terms of design and film fan, especially in the modern age of social media which wasn’t around in 1979, and in light of recent campaigns of recent years, notably the superb work produced in the build up to The Dark Knight in 2008 by 42 Entertainment.
Given the investment, expectation and possibility for a new franchise that could spring from the film (Lindelof already confirmed that the ending does not lead directly into Alien) it would be hard at this point to imagine a low key promotional push for Prometheus, like the film itself, the form it takes is something we will all have to watch develop over the next 11 months or so.
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