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.
There never was a real theatrical one-sheet for the latest Illumination animated feature, instead opting for a teaser and a bunch of character posters. So this home video art is the first time all the main characters have actually been assembled in one official bit of key art, showing all the different contestants who are vying for stardom. It also notably promotes the additional value of containing three new mini movies.
No big deviation from what came before here. It’s the same split image of Fassbender in the two different settings the movie takes place in that was used in the theatrical campaign.
Live By Night
It’s the same image that was used on the theatrical one-sheet but things have been rearranged a bit. Gone are the images of the rest of the cast as well as the tagline that explains some of Joe’s character. It’s questionable whether or not that singular image of Affleck is enough to get people’s interest when most everyone passed on it in theaters.
The home video release keeps the black-and-white capital building but makes the photo of star Jessica Chastain more straight-ahead, even though it retains the motif of her looming over the government building.