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First, never go to see a movie that has a poster that does NOT present some arresting image. The single arresting image means that everyone on the team -- the writers, the producers, the director, and the cast -- has a clear idea of what the movie is or should be about. Now, this one is not infallible (see, e.g., JEFFERSON IN PARIS), but it does help you avoid lots of turkeys.
Second, never go to see a movie whose poster depicts its stars screaming in mock horror/terror when you know that the movie is a comedy. That kind of mugging for the photographer means that the movie has nothing else going for it.
Third, never go to see a movie whose poster is nothing but a large MAD magazine caricature of the entire cast.
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