Assuming he’s one filmmaker who’s heavily involved with the marketing of his movies, Wes Anderson has become a master of the fetching teaser poster, using mysteriously detailed, illustrative one-sheets that only hint at what the given film is about. Recently, the posters for his films fall somewhere in between those that peddle attractive casts and director-as-brand, and those that merely tease a brand itself. Anderson is so unfailingly unique and exciting a filmmaker that he has become his own draw, but he doesn’t seem to rely on that, nor do his marquee names seem to be scrawled across his ads just to sell his pictures. They’re doing that, of course, but given that Anderson has come to work with recurring players in a kind of company, the cast list reads more as a celebration of an ensemble, particularly when the biggest name in the lineup is Bill Murray. And how glorious it is to gaze upon a poster that is pushing nothing recognizable, no known faces or logos, but simply something curious, handsome, and new.
Twice in a row, Anderson has employed this specific approach, first with last year’s poster for Moonrise Kingdom, which we named one of the best movie posters of 2012, and now with his poster for The Grand Budapest Hotel, unveiled just days ago. Like the Moonrise Kingdom ad, we’re given a fairy-tale tableau, with an unfamiliar subject in the foreground (here, the titular inn substituted for a Hansel-and-Gretel duo), and a background that stretches off to the horizon. Furthermore, the wedding-cake-esque hotel is surrounded by numerous quirky details, like the perched buck that appears statuesque, the topiaries on the lower terrace that seem to be playing chess with one another, and the cemetery-style arch that bears the movie’s title, perhaps implying that death is afoot.