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10 Things Filmmakers Need To Stop Doing

North Hollywood: I don’t expect a plot synopsis on a poster. But all marketing logic suggests I should be able to get a vague idea of what the movies about. Yet still, every once in a while you get a poster that tells us next to nothing. The poster for Hitch suggests a plot about Will Smith JUST STANDING THERE. On the opposite side of the spectrum are posters so convoluted that they take 2 minutes of guessing. The poster for You Again requires you to stare at it for two minutes, drawing mental lines to connect each woman to her enemy (I guess?). Looking at posters should not feel like the activities for kids on the back of a cereal box.

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