In alphabetical order….
ATM: Dumb, just like the movie. There’s nothing intimidating about a dude who either looks like he is about to go sledding…or change your tire.
Dark Shadows: Someone vomited up multi-colored Play-Doh and it looks like Johnny Depp and his fellow cast members.
House at the End of the Street: You can’t get any more generic than this…
The Moth Diaries: …or this.
Resident Evil: Retribution: Many posters were created for this sequel, but they were led with this teaser which was used on billboards around Los Angeles. It didn’t dawn on me until I saw this art on the street just how confusing and ugly it is. Yes, I get it. There’s the Umbrella logo in the water, but I don’t think this was any way to kick off a campaign. It doesn’t work for me.
Worst multi-poster campaign: Frankenweenie. Yawn. I’ve grown so tired of the requisite “character posters.” It’s a lazy practice that tells me the studio can’t figure out a way to sell the film in one, bold piece of poster art, so they break up the marketing by focusing on characters – some of whom we wind up not giving a damn about. Here are just a few examples from this campaign that screamed “Hey! It’s Tim Burton being all Tim Burton-y again!”
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