The new poster for the Prince of Persia movie will first be appearing in a rather unusual place, the rather cheeky Jerry Bruckheimer has put it into his new movie, “Confessions of a Shopoholic”, which’ll be the first place you can see it, so report MTV:

Fans looking for a first look at the poster art for the upcoming, “Prince of Persia: The Sands of Time” will have to head to the movie theater to see it, though it won’t be in the place they might expect.

Mega-Producer Jerry Bruckheimer has hidden the poster inside his latest film, “Confessions of a Shopaholic”, appearing as a Times Square advertisement about halfway into the film. It joins posters for a number of other Bruckheimer productions, including the upcoming “G-Force”, though “Persia” is unique in that it marks the first time the films’ artwork has been seen anywhere.

Prominently featured on the poster is lead actor Jake Gyllenhaal in full-costume as Prince Dastan.