A Different Set of Jaws
The initial advertising campaign for The Rocky Horror Picture Show included the tag-line "A Different Set Of Jaws." The line made reference to the wildly popular, block-buster that had broken box-office records in the Summer of 1975. The Lips appeared disembodied on a black background, like the opening sequence of the movie, although alternate versions that were shaped in reference to the shark from Jaws were also created. In 1978, when The Rocky Horror Picture Show Original Soundtrack Album was released in the US for the first time, the tag line "a different kind of Rocky" was added, in reference to the 1977 Best-Picture Oscar-winner, Rocky, starring Sylvester Stallone.
The poster was designed by Bill Wallen of Wallen Designs, who also designed the poster for "Jaws" in 1975" and "Rocky" in 1976.