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20th Century Fox reached out with a fresh take on the classic film, Poltergeist, and asked for key art that, like the film, took things to a new level. They wanted to let audiences know that the quality storytelling remained, but that advances in technology would enhance the experience of bringing everything we're afraid of to life.
We began with the familiar image of the innocent daughter and juxtaposed that with an unknown element that implied something evil about to enter her world. The closet door represents a portal to the dark secret that has the potential to frighten us. We hoped the image would evoke that classic feeling audiences have when seeing a thriller that compels you to say, sometimes out loud... "Don't open that door!"
The result has been that people have a high recognition of the image of the little girl and its association with the original story, but they feel there is promise of something new behind that door. The anticipation of being scared is often the most unnerving and entertaining.