Michael

Red is a key colour in the film poster for 'The Firm'. The main character, in the centre of the poster, is wearing red. Although the colour is used far less than in the poster for 'The Football Factory' it still attracts the eye to the poster.

Another similarity is the use of silhouettes on the poster, a row of silhouettes is used to fill space on the poster and to create an image of "gang culture" which is a common theme in both films. 'The Football Factory' uses silhouettes in an almost identical fashion to 'The Firm'. Using such a similarity is a marketing technique, as the audience will associate the two films, and based upon the critical and commercial success of 'The Football Factory' will be more likely to watch 'The Firm'.

Nick Love's name is added to the film poster, this associates 'The Firm' and 'The Football Factory' even more, as Nick Love directed 'The Football Factory'. Seeing that Nick Love had involvement with a film that has so many similarities and common themes with 'The Firm' would create a buzz about the release of the film.

'The Firm' is a remake, the original version (starring Gary Oldman) was hailed by critics for its depiction of football hooliganism in the 80's, when real football hooliganism was in its heyday. Fans of the original would be interested in the remake, adding to the buzz around the release of the film.

With 2009's remake of 'The Firm' so heavily associated with previously released films within the hooligan sub-genre, Vertigo playing on the association for the sake of marketing would be an obvious, but successful, technique; fans of the previously released films and fans of the sub-genre itself would be keen to see the film.