Some characters are so iconic, that you need to see only a little bit of them to know exactly who they are. If you are a studio in the rich position of owning a character like that, you can of course play around with this on teaser posters for your new movie. If it wasn't for the URL to their website, Dreamworks probably wouldn't even have mentioned the name of the movie at all, and would have just stuck to the image, as well as the two simple but effective words: The Third. There aren't many animated characters iconic enough for studios to be as discreet as this, with people still knowing what they are talking about. Of course, everybody would recognize Mickey Mouse from just his ears, and many of the other most popular Disney characters as well, but outside the Disney universe, Shrek is probably one of the few characters who can get away with a poster like this...
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