LONDON – The real legend in this story is whoever designed the film poster for Legend – a British crime thriller starring Tom Hardy that's been getting a lot of attention for its sneaky marketing material.
First, take a look at the poster and see if you can spot what they've done.
It's so smoothly executed it's very easy to miss at a first glance, but one of the reviews on the poster is not all it seems.
Yep, that's right – whoever designed the film poster actually managed to include a two-star review from the Guardian, nestled casually alongside all the positive reviews.
The Guardian reviewer in question, Benjamin Lee, took to Twitter to share his surprise.
Incredible way of making my two star review seem like I didn't hate the film pic.twitter.com/zvOyIxHQ3h— Benjamin Lee (@benfraserlee) September 8, 2015
Here's his actual review, which most film marketers wouldn't have gone anywhere near.
My actual two star poster centrepiece review of Legend http://t.co/aI5KwOn9Rb— Benjamin Lee (@benfraserlee) September 8, 2015
You've got to hand it to the designer – marketing teams have a long history of getting creative with the quotes they pull from reviews, but this is so cheeky it's just plain brilliant.