INBAL WEINBERG: The actual sentences were already in the script, but the question was how to lay them out and what color and font to use.
OAAA: Could you talk about your decision about the billboard’s color and text? So we decided the height based on the ratio of peoples heights’ right next to the billboard. We had a lot of scenes where characters were standing next to the billboard. We had a general idea of standard sizes, and then we played with them. We had to adjust the scale of the billboards to our specific actions. OAAA: The billboards look a little short compared to typical billboards. We consulted with some local advertising companies about the construction of the billboards. We gravitated towards something we felt was fairly classic looking. One for the actual construction of the billboard and one for what the advertising would look like. INBAL WEINBERG: We did a lot of research into billboards from, let’s say, the 1950s on to look at various construction types. It’s really direct, and as Mildred, our main character, says in the script, “The more you keep a case in the public eye, the more chances you have of getting it solved.” It’s out there for everyone, even if they don’t want to think about it. INBAL WEINBERG: It’s something you can’t ignore, and you can’t look away from. Scene from the film: McDormand in front of the billboards. I think the drama in the story is probably the power of the opposition between a private matter and a very public platform. He was really struck by it, and that’s sort of what instigated the script. INBAL WEINBERG: Our director (Martin McDonagh), who also wrote the script, came up with the idea when he traveled through the US quite a while back and noticed a billboard by the side of the road that had a similar message on it. OAAA: Why were billboards used as a communications and dramatic vehicle in this movie?
In this Q&A with OAAA, production manager Inbal Weinberg explains how and why billboards were used. We learned the concept of the film is based on a real billboard sighting, and OAAA members were recruited to make it happen. OAAA went behind the scenes to explore OOH’s influence on the film and industry participation in its production.
The movie was released November 10 its trailer has more than 1.1 million online views. The plot: a grieving mom uses billboards to pressure the small-town police chief (Woody Harrelson) to take action on her daughter’s unsolved murder. “Three Billboards Outside Ebbing Missouri” – the People’s Choice winner at Toronto’s film festival – is an R-rated dark comedy starring Oscar winner Frances McDormand.