The first thing I noticed when I saw this poster was the scenery. The beautiful blue ocean on the back, the architecture, the flowers. The scenery was also one of the things that most caught my attention when watching the trailer. I guess I just expected a musical using ABBA’s songs to take place somewhere different. Perhaps somewhere cold.
Going beyond the setting we have Meryl Streep and Amanda Seyfried looking happy as can be. Amanda seems to be wearing a wedding dress, but I probably wouldn’t have noticed that if I didn’t already know the movie involved a wedding. As a matter of fact the poster doesn’t really strive to tell you what the film’s story is. Not only is it not clear that there is a wedding, the whole storyline about Sophie (the character that Amanda plays) inviting the three men she thinks could be her dad is completely absent. Instead the poster combines the scenery and the characters’ expressions, clothes and postures in order to get across a very upbeat and breezy tone.
And that is probably not a bad choice. The story is a little too complicated to really put well in a poster, and trying to do it might have subtracted from the movie’s appeal instead of getting people more interested. In the end the most important part of the poster is the title. The musical and ABBA are huge properties and there are already plenty of people out there interested in seeing this. The poster just tries to remind people that yes, this is being turned into a movie and to reinforce that this is going to be a fun time at the theater. And I think it does that well, even if it is playing it safe.