I love it when you can see exactly the strategy being used to sell a film to different markets. This first poster says, "With gifted and renowned actors Daniel Craig and Nicole Kidman in featured roles, and led by Oscar-nominated director Chris Weitz, The Golden Compass is a layered, fantasy-rich story over an epic landscape. 'There are worlds beyond our own. The compass will show the way.'" Meanwhile...
Second poster's message: "Hey, check it out! This shit's got crazy big armored bears tearing the shit out of each other! Oh, and it's called The Golden Compass."
It goes without saying, the second is infinitely better.
Final 'Golden Compass' Posters! [Cinematical]