The Bad
I'm not a fan of this for a few reasons. The only implication to any part of the plot of the movie communicated is the dessert. That's only location. The photography doesn't look like they match each other. Probably different lighting. The airbrushing is excessive and the concept of the poster solely rests on the fact that this is a sequel in the dessert. Hence the big overpowering "2".
This poster is liked by a lot of people and it does capture attention. However I don't think it communicates the movie very well visually. The movie is less dark than this poster implies and the change in font size every line is a little distracting. I like that they have the title as the facebook bar but its too small. Takes too much work to find out what this movie is which is the main purpose of the piece.
I have yet to see this movie but I have seen the cartoon and I think this poster attempted to emphasize how much the smurfs don't fit in the real world but all I see are backsides and the smurfs being crushed. It seems a little too explicit even though its done in a cartoon manner. Also the big gradiented 3d text title is way over done in 3d animated movies. It worked at first with Shrek but after it was repeated so many times it seems like an expired trend. Lastly some of the people in the train are not directly looking at the smurfs.
Once again a bad use of minimalism. This interpretation of the tooth fairy is unknown and thus when it is put to stand by itself I think instead of inspiring interest, it inspires confusion as what this movie is about or what kind of movie it is. Also the movie title is rather mundane. The purpose of design is to communicate. This poster lacks a lot of information it needs to properly advertise this movie.
The Good
My favorite part of this poster is the composition of how the characters are laid out. It reminds me of old film posters that emphasized the pinacle look in order to communicate how grand the story is. The upward movement of the action and characters eyes and the way the star of the poster, Ironman looks at the viewer makes this movie seem like it is really going to be an epic story staring a hero.
I think this poster has interesting perspective, stays true to the poster of Ocean's 11 and communicates the personality of the movie through showing many stylish characters that are about business. Only 3 colors used. Simple, interesting and effective. The title of the movie isn't even necessary because most people get it from the image and tagline. That's fantastic.
I'm sure it is a challenge to do a third poster for such a huge and well known franchise but still make it interesting. This poster does not rely on a huge "3" to market the third movie in the series. I think it makes great use of the iconic code pattern but adds the use of light to make it different from the previous two. The code engulfs the character almost as though it is a rough wind which is a good visual metaphor for the content of the movie. It makes use of the dark costumes in the movie to create that interesting gradient and stays true to the franchises custom typeface. The second movie poster made the characters look clean. This one shows Neo as though he has been through some things. Great way to elude to an ending of a continuous story rather than a brand new story.
The illustration really catches me in this piece. This is probably more personal preference than anything else. I love a variety of bright colors on white. I'm also a water color fan. The fact that the water color drips like tears is a great parallel. The colors eluding to "colored" people is interesting. The eyes are well done, very feminine and beautiful and the whole thing looks like a butterfly, also pushing the feminine focus of this movie.
This is just one of a series of good posters for this movie. The buildings texture that the entire campaign uses is very interesting and makes a lot of sense once one sees the movie. I really enjoy how the photo and buildings are interacting in this series of posters. Lastly all the type is very readable on that very busy background. That is not easy to do, especially since the background also includes white.
I remember this poster from when I was a kid. The poses they put the various cartoon characters in were different from how they had been depicted in the past. That combined with the black white and red really made me want to know what this movie was and what the toons will be doing. I remember drawing this poster when I was very young. That is how much this poster caught my attention.
This is finally a successfully minimal poster for an animated movie. All of the characters have so much personality in those poses that it makes me really want to get in there and see what they are up to. That really balances well with the two tone flat color composition.
-KA
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