Probably because his future is uncertain, which is pretty common framing device for posters.i get that this is a pretty stametsy face, but they couldn't make him look heroic on the poster like everyone else?
Finally got to watch it so I guess I will offer my own observations:
-Section 31 is referred to as "covert ops" to they have a current legitimate front for Starfleet. Consistent with what has been stated before, such as Starfleet not acknowledging or denying Section 31's existence, or their willingness to tolerate the tactics when they are useful.
-Spock smiling is unique enough that Pike might not have seen it in a while. It is certainly consistent with what is the popular perception of Spock.
-Less concerned with the presentation of another life ending catastrophe. I'll be more curious as to how it is presented across the show.
-Really interested to see Pike as captain.
-Only real disappointment is more Klingons. But, that's to be expected.
Overall, glad to see more.
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