Second Leatherheads poster emerges

As I suspected there is another poster for Leatherheads out there. This one comes from Empire, via Cinematical.

When the first poster was released the other day I was surprised at the complete lack of co-star Renee Zellweger. The studio, I suspected, was either taking a “let’s just concentrate on the football” approach or would be running a two-pronged campaign, with one targeting guys and the other more romance oriented for women.

Looks like it’s the latter. This one is all moonlight and soft edges (Photoshop works wonders) and, instead of cutting out Zellweger it eliminates John Krasinski. And just about all mention of football. Instead I would look at this poster and think it’s a period romance with George Clooney as a dashing socialite and Zellweger as his love interest.

And that’s just the feeling they want you to have. It’s still a good poster, but it’s aimed at a completely different audience. My only concern – and this is the same concern I have in all campaigns like this – is that there’s no way to insure the one audience doesn’t see the ad or poster that’s meant for the other. That can work against the efforts of the other half of the push.

That being said it’s probably a risk worth taking. After all, the studio has a lot to gain by bringing in both men and women to the theater.