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Photoshop can be used in many ways to change images, using the quick selection tool in combination with other tools you can easily delete a person from a photograph without leaving a gaping hole in the picture (so long as the focus is on them and not the environment). this is done through taking material around the selected object and using that to fill in the blank.
Furthermore you can also use photoshop's spot healing brush to get rid of scars or spots from a character. This can make a person more attractive and so encourage more people to come to the film.
In addition some tools allow you to change the brightness of a photograph allowing you to manipulate the exposure after the photograph has been taken. This can be very useful since it means you can correct mistakes made in the past and even improve the photograph by creating the ideal colours and brightness.
Through making the image fluid you can use photoshop to make the pixels behave like paint. this means you can manipulate the photo as though it were a malleable painting, allowing distortion and adjustment. this can be useful in a film poster, if your actor isn't heavily built enough to fit a character you can use this tool to make him seem more muscular.