The thing that really caught my attention about this poster is the little Cannes logo. It’s sort of jarring to see a film starring Jim Carrey associated with the symbol that screams “art-house” and “indie”. Especially because it otherwise seems like a pretty typical “Jim Carrey making a goofy face” poster. Although one with an unusually high amount of yellow.
And I guess that is the main problem facing the marketing of this movie. It’s a Jim Carrey movie with slightly loftier pretensions that is apparently not quite in the award winning flick level. So, what do you sell? Do you sell Jim Carrey and hope people aren’t mad when they find out how the movie really is? Do you try to sell it like a more offbeat but smart comedy and hope the usual public isn’t turned off by Jim? Do you sell the gay angle and hope against hope that will be enough to get people intrigued (in the film Carrey’s character falls in love with his cellmate, the titular Philip Morris)? Or do you sell this as a fun con man adventure, like Catch Me if You Can?
Every choice has it’s downsides, and obviously a lot depends on how high a gross they hope (or need) from this movie. But I think you have to make a clear choice. What this poster does, putting Carrey’s face front and center but using an offbeat background and a Cannes logo to make it seem different from the typical Carrey fare, is obviously not working.