About skin color

Will Smith is both good looking and a good actor/singer who also happens to sell. Ever since his early Prince of Bellair days. Since then, his career moved to the stratosphere and has enjoyed a lot of comic roles. They suit him well too. So when any hollywood producer would like to think of superhero who is really funny - not that preppy - he would seem a good choice.
What I don't get is why in the Hanckock poster, and in all the official photos, his skin has changed color. One of the two key reasons why Mr. Smith is that goodlooking is his genes. The other is the hours exercising - and moisturising no doubt. Why would the marketers deny him (and us) the most significant characteristic of his beauty - and of course personal identity? Why would they have turned him white? Sure his skin is not as dark as perhaps a Kenyan but on his poster that has filled the streets of Athens - and I am sure many more capitals around the globe - he looks white. I am not mistaken, there is a lot of pink in that photo. Not swedish, but white. I know a lot of white people that are darker than how he appears on that poster.
Even if my life depended on that, I could not have recognized him. I had to see his name written on the poster. Why did they have to do that? Incomprehensible. Does it matter if a superhero is of African origin? And why would he approve that to be the official poster? Money I would assume (to be honnest, I would change my skin color too on a poster for a fraction of what Mr Smith pocketed). Why, however, has not anybody raised hell about it? Isn't there any organization protecting the rights of African Americans? There are organizations protecting the rights of every possible inerest, why isn't there anyone to tell these guys off? How can they get away with tihs??
If for the success of a hollywood blockbuster the hero needs to change his skin color, can you imagine what political marketers might ask from Barack the remaining few weeks?