The other board features a discussion right now on the West Side Story marketing. Some are criticizing it for being too fresh and minimal and want it more like the original artwork. Others are pointing out this approach tells you the production is likely to be different than what you might expect if you've seen the shoe before.
It is indeed tough to calibrate messaging when well known source material is involved. Unless The Shining is marketed in a manner that would reinforce expectations it is based on the movie, going in with that expectation is on the audience member. Similar to Oklahoma right now. it is pretty clear it is a different take on the show, so folks expecting a traditional production have to own any negative reactions they might have.