[Insert snidey remark about new Breaking Dawn poster]

"If the X-Men aren't putting any effort into their posters then, hey, why the fuck should we?" - a vampire, yesterday.

For some reason this fairly unremarkable poster for Twilight: Breaking Dawn has been doing the rounds. It doesn't say anything about the plot, give any hints at the characters or try to hook you visually - it may as well be the title scrawled in biro. Yet for some people today is like all their birthdays come at once. I'm taking of course about tomorrow's casualties of the S&M scene: Twilight fans.

As much as I dislike the Twilight series, at least it's not an exercise in shoehorning pointless prequels, or an unnecessary remake/reboot/reimagination (occasions for which the true extent of our collective ire should be reserved). In fact, it's pretty darn considerate of whoever cobbled this together in 30 seconds to not smush pale, miserable goths and topless wolf-men into our faces for once. Because they probably could have quite easily, and quite willingly.

I'd even go as far as suggesting those of a non-Twilight disposition have scored a pretty major win here. All this is really, is a reminder of the film's existence - and the marketers were happy to let it just drift by calmly without bothering anyone. It's like we've reached a silent agreement whereby abs-man won't weird me out with his pug nose, and I won't draw penises on Robert Pattinson's face on tube posters. Victory!