{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O68653"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O68653/"}},"images":null,"see_also":null},"record":{"systemNumber":"O68653","accessionNumber":"IS.29-2002","objectType":"Poster","titles":[{"title":"Sholay (1975)/ Flames of the Sun","type":""}],"summaryDescription":"","physicalDescription":"Running across the top of the poster are six portraits of the star cast from the film. Below the portraits is the slogan; 'The Greatest Story Ever Told!'. The poster is dominated by the title of the film, the distinctive three-dimensional typography which has a pattern of cracked earth, covers the entire central section and has since become a symbol of the film. The cracked earth refers to the desert setting of the film. The artist's signature is in the bottom right hand corner.","artistMakerPerson":[{"name":{"text":"Mohan, C","id":"A6374"},"association":{"text":"Designer","id":"AAT25190"},"note":""}],"artistMakerOrganisations":[],"artistMakerPeople":[],"materials":[{"text":"Paper","id":"x30308"},{"text":"Printing ink","id":"AAT187371"}],"techniques":[{"text":"Lithography","id":"AAT53271"}],"materialsAndTechniques":"Printing, paper","categories":[{"text":"Posters","id":"THES252963"},{"text":"Film and cinema","id":"THES264410"},{"text":"Prints","id":"THES48903"},{"text":"Typography","id":"THES260188"},{"text":"Advertising","id":"THES49001"}],"styles":[],"collectionCode":{"text":"SSEA","id":"THES48598"},"images":[],"imageResolution":"low","galleryLocations":[{"current":{"text":"004","id":"THES394921"},"free":"","case":"","shelf":"","box":""}],"partTypes":[[{"text":"Poster","id":""}]],"contentWarnings":[{"apprise":"","note":""}],"placesOfOrigin":[{"place":{"text":"Mumbai","id":"x30829"},"association":{"text":"Made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"1975","earliest":"1975-01-01","latest":"1975-12-31"},"association":{"text":"Made","id":"x28654"},"note":""}],"associatedObjects":[],"creditLine":"Gift of G.P. Sippy, Sholay Media & Entertainment.","dimensions":[{"dimension":"Height","value":"99","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"Width","value":"75","unit":"cm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""}],"dimensionsNote":"","marksAndInscriptions":[],"objectHistory":"","historicalContext":"","briefDescription":"Poster for the film Sholay (1975), designed by C. Mohan, printed on paper, Mumbai, India","bibliographicReferences":[],"production":"","productionType":{"text":"Mass produced","id":"THES48863"},"contentDescription":"","contentPlaces":[],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[],"associatedEvents":[],"contentOthers":[],"contentConcepts":[],"contentLiteraryRefs":[],"galleryLabels":[{"text":"One of the all-time big hits of Indian cinema, the film lived up to its advertising slogan: 'The greatest story ever told'. Described as an Indianised western, it tells the story of a man who hires two ex-convicts to seek revenge for the murder of his family. The film's advertising aimed to convey the monumentality of the film through the all-star cast and the distinctive typography. The lettering is formed from rocks and stones which represent the boulders and desert setting of the film.","date":{"text":"","earliest":null,"latest":null}}],"partNumbers":["IS.29-2002"],"accessionNumberNum":"29","accessionNumberPrefix":"IS","accessionYear":2002,"otherNumbers":[],"copyNumber":"","aspects":["WHOLE"],"assets":[],"recordModificationDate":"2026-01-29","recordCreationDate":"2002-10-22","availableToBook":true}}