Hmmm…let’s see. A poster that shows something ominous that’s just happened under a cloudy sky. But it shows absolutely nothing about the movie’s actual plot. Must be for a new M. Night Shyamalan movie.
Don’t get me wrong – I really like the one-sheet for The Village even if the movie made me want to rip someone’s arm off just to have something to beat myself over the head with. But I refused to engage in the ridiculous speculation over what X symbol meant in the poster for Lady in the Water.
I doubt there’s anything as subtle going on in this poster for The Happening. It’s a bunch of abandoned cars along a small highway leading to a small city coupled with some copy about how we’ve seen the signs and saw it coming and whatnot.
The thing is, I can’t even begin to guess what “the happening” is in the movie. Is it The Rapture, with all those left behind heading toward the city? Is it some monster? Is it a virus? The IMDb outline says it’s simply a “natural crisis” which is anything. The poster ain’t telling, which is what they’re going for.
But people have been extremely reluctant lately to show up for movies that aren’t categorizable or familiar so I’m not sure ambiguity is the best marketing tactic right now. But since Shyamalan writes teaser copy and not movie titles this is probably the best they could do.
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