SoulHonky

Step 1: Mention your key attraction up top. In this case, it is J.J. Abrams. It's also smart not to mention the specific things he's worked on since saying "Lost", "Mission Impossible III", and "Cloverfield" will probably turn off more viewes

Step 2: If you are contractually obligated to put lesser people on, make sure their names are hard to read and their credits are even harder to make out. In this case, the writers from "Transformers" are credited below Abrams. I'm sorry but you really don't want many people knowing that the people who wrote a film so ridiculous that it almost made watching fighting robots unenjoyable are attached to your project. Maybe Michael Bay rewrote most of it but still the stink remains. (Sidenote: I tried to watch Transformers again since it's on cable and simply couldn't get through it. It is just beyond stupid and doesn't hold up after the initial "Oh cool! Starscream's ripping up fighter jets!" viewing)

Step 3: Don't have the poster actually explain anything and also add a couple of random yellow dots which will have Lost-ies blogging for months about what they could me and what they might be an allusion to.

Step 4: These guys apparently ignored this step but they probably should have done a little more with the title than spending 3 minutes playing with layer effects on Photoshop.

All in all, it's a nicely made poster and looks like the type of show that I'll ignore even though a handful of people at the office swear by it and won't stop discussing it at lunch.