I would have thought that a supernatural thriller involving mirrors could make for some pretty great weird/creepy posters, but that hasn’t been the case so far for this Kiefer Sutherland starer. We are now four posters in and none of them manages to come up with a catchy and compelling image.
And this is despite the fact the the four posters try different things. We had one poster showing a girl screaming, one poster showing a broken mirror (and ending up reminiscent of certain other poster), one poster playing with the reflection aspect and finally one poster that showcases the family/inside the house aspect of the film and playing with water as a type of mirror. Very different posters.
I think each of the posters is meant for a different country, so it’s not such a big deal that they don’t have a consistent brand identity. But it also shows a certain struggle to come with a good pitch.