22 July 2013

Poster Analysis: DON JON (2013)



The poster for 'Don Jon' makes every attempt to promote the fact that Joseph Gordon Levitt is not only the film's main star, but also its writer and director, with the very top of the poster stating it is 'The First Film Written and Directed by Joseph Gordon Levitt'. Much of the poster is comprised solely of his face, with a friendly a confident smile that suits the comedy's laid back and light hearted feel. The design of the poster is very clean and classy with a neat white border around the edge of the poster and a limited use of colour except in the colour of his skin and the red boxes around the reviews. Obviously the designers thought it would be appropriate to use quotes from professional movie critics to help promote the movie, and so the words 'Stellar', 'Hilarious', 'Genuine', 'Emotional', 'Edgy', 'Confident' appear successively along the left side of the poster, each suggesting a different thing about the film, importantly that it is a comedy but also a drama, and that it is a strong debut from the director. Of course each of these words could have been taken massively out of context but nonetheless it works to add some sophistication and guarantee that it is a well-regarded film. 

While only Gordon Levitt's face appears on the poster, credits for Scarlett Johansson and Julianne Moore, therefore part of the main cast, also appear above the film's title which is in large bold letters. Below the title is the film's tagline 'There's more to life than a happy ending' which is a humorous double entendre, referencing both the film's nature as a romantic comedy as well as the lead's obsession with porn which are otherwise non-apparent with the rest of the poster. The words 'This Fall' clearly suggest the poster has been designed for an American audience, while the hashtag beneath, much like what is seen with the poster for 'Filth', is a sign of the movie industry stepping away from official websites to a greater focus on cracking the social network market.