Tony Sella, Last Century Fox’s co-president of marketing says, “Blame me, not Tom Cruise” in this LA Times article bemoaning the fragile world of movie marketers.
Apparently, among Knight And Day’s other problems, moviegoers were confused by a print campaign devoid of photos of Cruise and Diaz:
Sella contends that the silhouette-style representations of the film's stars weren't meant to hide the actors from view. "I was doing an homage to [fabled title designer] Saul Bass," he explained. "It was a way for us to signal that this was a different, adult kind of movie. The whole campaign was designed to evoke a film like 'North by Northwest.' It wasn't in any way us trying to hide anyone, simply to make the film look unique, so you didn't just look at the billboards as if they were designed to say, 'The Two Stars Go Here.' "