This teaser poster reminds me of scenes in the first Mummy where Imhotep only had half his face or where he turned into sand. Harking back to those images is probably a smart choice. It uses and reinforces the already existing brand and adds something new to get people interested. In this case some oriental themes.
But it also gets at the core of why I really don’t care about this movie. The second film already felt like a replay of the biggest hits of the first movie, only made bigger. And the third movie doesn’t seem like it has any reason to exist besides playing into the positive feelings people might have for the franchise in order to make a couple of bucks. There is no new story that has to be told. No real progression in the characters. Just the same thing, one more time, but now in China!
Blah. Might very well be successful, from a business perspective. And the poster by itself is actually quite good. But blah.