Character posters. The earliest ones I can remember were for Reservoir Dogs, but I don't know that they really did lead the pack. The Trainspotting ones were distinctive too. Now, though, the average character poster doesn't seem to be executed with anythlng like the same amount of wit, let alone care.
These Captain America examples, seen at Cine Mercado, seem particularly dull. All that catches my interest is that Peggy Carter gets her own character poster. Here's hoping that indicates her role in the film will actually be meaningful.