I think that the most telling aspect of this poster is the text: “We’ve sensed, We’ve seen the signs, Now… It’s Happening.” In case you didn’t get it (I didn’t the first time) the text is a not too veiled reference to Sixth Sense and Signs, the two most commercially successful movies from director M. Night Shyamalan. The message is rather obvious: forget about all the fantasy stuff in Lady in the Water, forget the crappy ending for The Village, Shyamalan is back to his old self.
To underscore that the poster has a very similar design to this one for Signs.
Instead of crop circles pointing to a house we have abandoned cars and a road leading to some sort of city. And instead of the burning red we have ominous clouds. But still very similar, and both exude a “bad things are going on” feel.
I don’t think this is a great poster. The imagery is not as strong or clear as the one for the Signs poster, for one thing. But it’s far from being a bad poster, and I think it’s a good first step in regaining the public’s trust in Shyamalan’s work. Of course, the movie itself s going to have to do some very heavy lifting on this point.
Just as an aside, notice the tagline on the Signs poster?