Once Upon a Time Season 5 Poster Marries Evils Old and New 

Once Upon a Time Season 5 features something old and something new — and both symbolic of darkness.

Taking a cue from the ABC series’ Season 1 posters, which featured the iconic apple with which Evil Queen Regina poisoned Snow White, the new key art adds in its bold, graphic treatment of the “Dark Swan” Emma has become after sacrificing herself to the Darkness in the May finale.

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In the Season 5 aftermath, Jennifer Morrison has said, Emma aka the new Dark One “is going to face the darkness in herself… instead of repressing it.”

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Give Dark Swan something new. Not a rotten apple

Give Emma Swan a good poster with her OWN signature element

I completely agree. The apple in front of the poster has already been used twice in Once Upon A Time posters. It’s time to have new and fresh ideas.

I dont mind the poster but atleast put something that is Emma in the poster not the bloody apple. I dont know maybe her yello bug turned into black bug lol

As much I also do not like the apple (esp since its in connection with Evil queen) I think the purpose is to showcase Emma going that forbidden route of darkness kinda thing.

I am here for Emma Swan and her journey and her loved ones – parents, son and her Killian

The apple symbolizes the temptation Emma is facing and I think they did a nice job incorporating it.

I always used to love the season 1 and 2 box sets with the town and character portraits and it would change depending on how you looked at it. Since S3 they’ve been doing the apple posters and it looks ridiculous. The Frozen one from last season? Yuck.

Thought they’d do something different from the building banner at SDCC. But this is good. We know what we are in for.. Poster says it all (unlike the recently released Castle poster).

Wish OUAT would do some new stuff & not recycle stuff. Cast hasn’t even had a promo shoot since S3.

Not excited for Dark Swan, more excited for Regina’s stories with Henry, Robin, Zelena. But maybe the upcoming teasers will get me more invested!

They desperately need some new cast promotional pictures. Their last official group picture is from early season 3 and reflects neither the current cast nor the current theme of the show.

I’m not hugely interested in Emma as the Dark One yet either, but I’m looking forward to visiting Camelot and to what’s going on with the other characters, especially Rumple and Regina.

TVLINE – PLEASE stop running ads that block ALL of your content. “Check out this poster… right after the ad covering the ENTIRE THING finishes.”

Please help us investigate this issue, “Phil” — on what sort of device and browser are you experiencing this?

I think the person needs to download Ad block on their pc or laptop so it stops the ads.

Adblock prevents TVLine from getting paid though. Which means, that we don’t get awesome content as soon as it breaks. I’ve never found their advertising to actually block content on my Android, PC or iPad. :\ So I hope “Phil” figures it out.

I’m on Firefox 35.0.1 on an iMac, with pop-ups blocked. I just checked it on Safari 7.1.7 and the ad didn’t cover the poster, but the ad at the top moved the whole page back and forth. I don’t understand why these “banner ads”, if they can’t be eliminated, can’t be positioned just below the images/photo galleries, so they look like they are part of the image but aren’t actually blocking the content I’m coming to this site to see. Hope that helps, Matt!

It does the same thing for me on my Mac and tablet. An ad will suddenly pop up and start playing while reading an article.

I am here for Emma’s journey as always. I do think hopefully Snow and Emma will be more focused on esp since we know Brave/Merida is coming.

Also to see how Emma and Hook’s relationship will be and go through.

YES! This is awesome! I love that they’re using the apple AND that it’s black.

I can’t wait to see Emma’s journey. I really want her to BE dark. The possibilities are endless.

While I know it’s not going to happen, I actually want Regina to struggle with her own darkness as she, Henry and The Charmings fight for Emma.

Yay ! What a surprise !! I love the poster!! Emma and Regina have a deep connexion ^^ maybe in the darkness too !!

Can they stop with the Dark Swan stuff? I’m already over it. I want our hero Emma back ASAP. Never liked storylines of heroes going dark. Villains being redeemed are inspiring stories (think Regina, Hook, Ingrid). A hero going dark is just depressing. Who wants to see that? I wish they’d promote Camelot more. I’m much more interested in that.

I love this. Yes, the apple has been used before. That’s actually great marketing because it’s become iconic and is easily recognizable. Yet, it’s also a new twist on it. I suspect that many people who don’t like the apple don’t like it because it’s associated with Regina, nevermind that it’s a nice callback to the show’s origins.

Very excited for this season. Lana is a master at playing evil but still making you root for her somehow. I’m curious to see how Jennifer does with it, will be interesting for sure. Bring it on, Swan!

I love the poster, the idea, the art. It’s good.

What I absolutely loathe is that the apple is Regina’s trademark, not Emma’s and not Elsa’s.

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