Slasher-flick marketers seek edge in fine art.(Arts-Events)

Byline: CHRISTIAN MOERK New York Times

Since the dawn of film marketing, studios have relied on posters featuring "floating heads": as many movie star faces as can be crammed onto a single page. In 1927, for instance, state-of-the-art ads for "The Jazz Singer" featured two disembodied Al Jolson heads - one in blackface, one without makeup.

Since then floating heads have become an industry cliche: The formula that once guaranteed success is now so ubiquitous that posters in that vein are nearly invisible. So what does it take to get noticed some 80 years later, especially when you're selling yet another horror film, without the luxury of big stars?

Surprisingly, the answer may be fine art.

Tim Palen, the executive vice president of worldwide marketing for Lionsgate - the company responsible for the gory "Saw" movies - was recently …