Introduction: Lip Service

When people think of The Rocky Horror Picture Show, their minds often go to midnight screenings, costumes, audience callbacks, and a cult following unlike any other in cinema history. But before the audience rituals, before the rice, toast, and fishnets, there was an image—a pair of bold, crimson lips—that announced the arrival of a film destined for immortality.

As the Art Director behind that now-iconic poster, I had the unique privilege of helping shape not only how the film was introduced to the public, but how its legend was cemented in pop culture. On the 50th anniversary of The Rocky Horror Picture Show, I want to tell the story of how a late-night idea, a brilliant photographer, the perfect pair of lips, and one razor-sharp copy line came together to make one of cinema’s most enduring posters.

The Moment of Inspiration: A Screening at Fox

It all began at a preview screening on the Fox lot, before The Rocky Horror Picture Show was released in 1975. Sitting in the dark theater, I watched in fascination as those opening credits rolled—those sensuous lips, floating in blackness, singing “Science Fiction/Double Feature” directly to the audience.

The imagery was arresting, surreal, and unforgettable. And in that instant, I knew: the poster had to be about the lips. Forget cast portraits, forget elaborate designs—the lips alone would say it all. I imagined Hollywood plastered with this single, mysterious, and slightly dangerous image. No one would forget it.

Finding the Perfect Lips

The vision was clear, but execution demanded the right image. That’s when I turned to photographer William Ericson, a creative partner whose eye for detail I trusted implicitly. We needed lips that weren’t just attractive—they had to embody the film’s mischievousness, sensuality, and edge.

After several casting sessions, William found them: the lips of Loriley Goldberg. She had that perfect balance—full, bold, and naturally expressive. Under William’s lens, her lips became not just a feature, but a character in their own right. We experimented with angles, light, and lipstick shades until we captured the exact look—voluptuous, red, and slightly parted in an invitation both playful and menacing.

The lips became the star of the poster, much like they were the star of the opening credits.

The Copy That Bit Back

Of course, an image alone isn’t enough. We needed the right words to give it bite.

Enter our copywriter, Ricky Cooper. At the time, Steven Spielberg’s Jaws was dominating the box office, redefining summer blockbusters. The cultural conversation was filled with “jaws” — the shark’s, the fear, the phenomenon.

Ricky, ever the sharp wit, looked at our lips and said: “How about ‘A different set of jaws’?”

It was perfect. Clever, cheeky, and timely, the line instantly connected with audiences. It positioned The Rocky Horror Picture Show not as another horror film, but as something entirely different—something funny, sexy, and strange.

Designing the Poster

With the photo and tagline in place, the rest of the design came together quickly. I wanted the typography to drip, almost like blood, but exaggerated—cartoonish rather than gruesome. It had to signal horror but also parody.

We used bright, dripping red letters for the film title, contrasting against the black void of the background. The lips floated above, larger than life, while the copy line sat neatly beneath, daring passersby to look closer.

At the bottom sat the “R” rating and 20th Century Fox logo—small reminders that yes, this was a major studio release, even if it looked nothing like one.

Hollywood Plastered in Red

Once printed, the posters went up all over Los Angeles. Driving down Sunset Boulevard, you couldn’t miss them: enormous lips, daring you to stop and stare.

For weeks, I watched as people slowed their cars, craned their necks, or stopped mid-walk to take in the image. Some laughed, some frowned, some were intrigued—but nobody ignored it. The lips worked. The copy worked. The film was coming, and the poster told you exactly what kind of wild ride to expect.

The Film’s Release: From Flop to Cult

When The Rocky Horror Picture Show opened in 1975, it wasn’t an instant success. Initial box office numbers were modest, and many critics didn’t know what to make of it. But slowly, something began to happen. Midnight screenings started popping up, and audiences began interacting with the film in ways no one could have predicted—shouting lines, dressing up, dancing, and bringing props.

The poster, meanwhile, became a beacon. Those lips weren’t just promotional material—they were a symbol, a shorthand for a new community forming around the film. Fans began to identify with the image just as much as with Dr. Frank-N-Furter, Janet, Brad, or Rocky.

Fifty Years Later: Why the Lips Still Speak

Half a century on, The Rocky Horror Picture Show remains the longest-running theatrical release in film history, still playing in midnight screenings worldwide. And the poster is as recognizable as ever.

Why? Because it distilled the film’s essence into one unforgettable image. The lips were provocative but simple. The tagline was timely but timeless. Together, they created intrigue and told audiences this wasn’t just a movie—it was an experience.

Today, the poster is regularly ranked among the most iconic in cinema. It hangs in dorm rooms, tattoo parlors, art studios, and movie theaters. The lips have taken on a life of their own, just as I imagined when I first saw them singing from the screen at Fox.

The Legacy of the Poster

For me, the poster’s legacy is deeply personal. It reminds me of the creative process—of the moment of inspiration in a dark theater, of William Ericson’s brilliant photography, of Loriley Goldberg’s unforgettable lips, and of Ricky Cooper’s witty genius.

But more than that, it reminds me of the power of art direction. A poster isn’t just advertising—it’s storytelling. It’s the first impression, the lure, the promise of what’s to come. And sometimes, if you’re lucky, it becomes bigger than the film itself.

The Rocky Horror Picture Show posterThe Rocky Horror Effect on Poster Design

Looking back, I believe the Rocky Horror poster influenced poster design in subtle but lasting ways. It proved you didn’t need to cram every character, plot point, or special effect into an image. Sometimes one striking, mysterious visual was enough.

It also showed the value of humor in horror marketing. By leaning into parody—via both the dripping letters and the cheeky tagline—we set the stage for a film that blurred genres and expectations.

Closing Thoughts: A Different Set of Jaws, Indeed

As we celebrate 50 years of The Rocky Horror Picture Show, I’m humbled by the role I played in its journey. That poster, born of a single spark in a dark theater, has traveled the world, inspired countless fans, and become part of cultural history.

When I see it now, I don’t just see lips and type. I see an era of creativity, a team of collaborators, and a film that refused to be ignored. I see the start of a conversation between art and audience that continues to this day.

And above all, I see the power of design to capture not just attention, but imagination. Fifty years later, those lips are still speaking.