This poster for Up is the the logical evolution of the first, cleaner poster. Gone is some of the grace that earlier image, but in exchange we get a better look at the characters that we will be accompanying in this voyage.
The poster campaign for Wall-E worked just with two characters and a small group of sets and objects. In fact most of the posters were just Wall-E. And yet, they managed to create a plethora of posters, each hitting slightly different emotional notes.
I don’t think Up has a character as expressive as Wall-E, or at least I haven’t seen it yet. It also strikes me as a less emotionally ambitious film. And considering the past Pixar campaigns I think this second poster shows pretty much all of the elements they are planning on using in the posters for the film. So there is a chance we will see a much more subdued poster campaign, with just a few key images and a much straighter sell.
Which is all fine and dandy. But as a poster lover I would like to be proved wrong. The Wall-E campaign was the gift that kept on giving, even after the film was released in the U.S. we were still getting some cool posters. Something like that will always be appreciated.