The poster "The Hobbit" features the main character of the film, Bilbo Baggins played by Martin Freeman. This is a different advertising approach to the Empire magazine cover as the poster features an actor that was not in the Lord of the Rings trilogy of film, this might mean that the average film watcher may not know who the character featured in the poster is, however the art style and the colours in the featured image are highly similar to the art style used in the original three films, with the colours on the character in the foreground being very bold and the overall contrast of the image being very high, and the background colours being very washed out and aged looking, this makes the character in the foreground stand out and making it the first thing the viewer looks at. The character himself is holding a sword, indicating to the viewer of the poster that the film is set in a time before guns and bombs, aka middle earth where the film is set.
The distinctive sword that Frodo Baggins used in the first three films is also featured with Bilbo holding it in a way that informs the reader that there will be some fighting within this film this reassures that the genre will be more than just chatting and will contain some past paced action.
The next thing that the audiences eye is drawn to is the "The Hobbit" title placed in the middle of the page close to the bottom of the poster. The title is in the same colour and font as the original three films, which means that people that have seen the other three films will know that the film is part of the series. This allows the link to the other three films to be strong without having to force them upon anyone who just wants to watch the Hobbit. The other reason why the title is effective is because it is eye catching, it is the second thing the audiences attention is drawn to after the main image, which is obviously intentionally done by the studio.
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