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Animated posters for movies? Sounds annoying. Wait, subtly animated posters? Now you have my attention.
Disney's cinema adaptation of the Broadway musical Into the Woods is being teased with a series of animated portraits that do a good job setting the mood for a dark fairy tale. In most of the GIFs, the only movement is in the form of shifting shadows and reflected moonlight.
Subtle animation is quite a creative trend these days, so it's not like Disney's marketing team invented the idea.