Is this movie poster an epic design fail – or marketing genius?

The Northman poster
(Image credit: Universal Pictures)

There are a few particular elements you can reasonably expect to see on any given movie poster. Images of the cast? Check. Names of the cast? Check. An intriguing tagline that manages to reveal absolutely nothing about the film? Check. The title of the movie? Believe it or not, it seems this one is no longer a given.

New Yorkers have been left baffled by the latest poster for Viking action film The Northman, after it appeared across the city's subway system sans title. It looks like one of the most basic design fails imaginable – but then again, like all the best print ads, it's got us talking. So could it be a deliberate stunt?

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.