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.