While I was at BPG advertising, I designed licensed titles for Netflix. This consisted of key art, story art, and additional images used for conceptual vertical and horizontal optimization. Here is a breakdown for Green Room.
Phase I: key art that depicts the title card, title treatment, and horizontal/vertical artwork.
Phase II: story art with the main characters in a staged scene that depicts the theme of the feature film.
Phase III: an illustration or conceptual style that depicts the mood of the film without the main characters.