Reaching an audience in the home video market is much different than reaching the theatrical audience. That often means the key art that’s used for home video releases is changed significantly from the one-sheets that were available during the theatrical marketing cycle. What I’m going to try and do is see what those changes are and what they mean for the appeal being made.
Keeping Up With the Joneses
The theatrical key art didn’t seem to know how to sell this comedy about the everyday couple (Zach Galifianakis and Isla Fisher) whose lives are upended when a pair of spies (Jon Hamm and Gal Gadot) move in across the street. So it just showed the two couples as being diametrically opposed, looking in different directions, separated by the title treatment and carrying the tools appropriate to their trades. The home video box art uses many of the same photos – the exact same photos – just shakes up the layout. So instead of a solid blue background that tells us nothing additional about the story, they’re now placed in front of an exploding house in the background, which at least shows a small bit of the upset and suburban mayhem that the story is all about.
The Girl On the Train
Nothing new going on here. The home video release uses the same key art of star Emily Blunt peering out from behind a railroad track that was used for the theatrical campaign.