(See the continue reading link for the poster, because having it load on the front page was way too distracting)
This “motion poster” was pretty effective when I saw it the first time. Caught me by surprise, grabbed my attention, and made me feel pretty disgusted. Pretty decent combo for a horror movie. And obviously moving posters are a pretty good medium for jump scares.
That said, after seeing it loop a couple of time it became a lot less effective. Ultimately the creepy, weird, static poster was more haunting and was able to occupy my mind for much longer.
This is the second motion poster we have seen in a short amount of time. I expect we will see many more. Whether this is a passing fad or a new part of the marketing arsenal remains to be seen.