The New John Carter Poster Is...Interesting

Looks like a 60's novel cover. (Via)

This John Carter poster is a bold move for Disney. In terms of marketing, many people still haven't even heard of the film, but despite that they're pushing for an avant garde poster style. It reminds me of the Prince of Persia posters (but with much more effort put in) with a unique, Mars flavored twist. That being said, doesn't John look out of place? Also why don't they put the Mars back into the title? I hate to admit it but most movie goers will look at this poster and be completely confused out of their minds. It makes a good discussion point, but it's a risky move to go this bold. Also, what the hell is up with John Carter's proportions? Oversized head, stubby arms, inflated legs..How did this get greenlit?