I think a lot of people on here are taking the box art at face value. I mean, it is box art, so you should do that but lets not forget what this is. This is Bioshock. It is not CoD, Battlefield, or any other franchise that is cranked out once a year. It is under the lead of Ken Levine, the man who said that he wouldn't put multiplayer in a game unless he felt it fit perfectly into a spot in the game, and that forcing multiplayer in games (EA style) can ruin a game.
This is the man who in Bioshock crafted a plot with a twist that not only called out modern FPS games for being linear corridor to corridor boring experiences but called YOU the player out for being lead through them like mindless drone. You people really should not be underestimating Ken Levine.
As for the cover, I think its great for lots of reasons.
1)It is the exact opposite in style from Bioshock, where the main character is never really seen and instead the big bad's (Big Daddys) where smack in the middle of the cover making them the iconic "bioshock image". Here we have Booker, the main character looking like a classic American Badass...I'll come back to this later.
2)I think it shows enough to get people interested while not showing too much. I don't expect to see the whole of Columbia on the box art and in fact I'd be disappointed if I did. It shows the sky and part of a zeppelin. Not too bad.
3)The burning and torn up American flag. From what I've come to understand this game is going to have some harsh criticisms of what I think will be American customs/culture and ideology around the time of it taking place. I read where the leader of the founders, Zachary Hale Comstock, is called "The hero of the battle of wounded knee". If you don't know what that is wiki it. How anyone would want to be called a hero coming out of that I will never know. It might possibly even have criticism of today's America. As an American myself, I can't wait to see what it might be. I love hearing dissenting opinions and cultural criticisms.
4)Booker, the man on the cover. The picture looks perfect to me. Booker was a former Pinkerton agent and if you know what they were (the precursors to what would eventually become the secret service) then you know they were a bunch of guys you did not want to mess with. Also, the Nathan Drake look is definitely there, but do you know who was Nathan Drake before there was a Nathan Drake? John Wayne. I'm willing to bet there might be a criticism of the "Strong John Wayne/CLint Eastwood-esque American hero" type of character in the game, and indeed one of the whole concept of American machismo and gun-in-hand badassery that makes the bible belt masturbate.
Besides, I'd take this and whatever is x100 cheesier than some half naked JRPG teenage girls/boys box art. Seriously some of you guys kill me..
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No not so easy it seems.