Johnny English Reborn

1. Describe the film including the genre, the style of film, the actors, the storyline (include synopsis if you can find one)

Johnny English Reborn is a comedy and seems to be an action film also. Rowan Atkinson is the lead actor, playing Johnny English, and his co-stars are Gillian Anderson, Dominic West, Rosamund Pike, Daniel Kaluuya and Richard Schiff. The film is about an improbable secret agent, Johnny English, who is assigned the mission to stop a group of international assassins before they eliminate a world leader and cause global chaos. Even though disaster may occur, Johnny English never fails.

2. Separately discuss the overall feel developed for the films promotional materials (is it clean, crisp and bright or dark, moody and grungy etc.)? Be as descriptive as possible, you could discuss the colours, textures, tone and use of movement in the website to create interest in the film.

The background is of an explosion, it is bright orange coloured fire. On the side of every page on the website, there is a mid-long shot of one of the characters. Johnny English is on the first page, dressed in a suit and holding a gun with a comical expression on his face that seems to be saying, “Oh no, what just happened?” as his mouth is slightly open and his eyes are wide with shock. All of these characters on the side of the page create comedy, such as Pamela Thornton. She is wearing a suit with a serious expression on her face and hair styled neatly, but the she is clutching a cat in her arms. It is so random that it becomes funny and therefore creates interest in the film.

3. Reflect on how the film’s website is laid out. (Look at the links, font and how the information or promotional materials are presented).
The film’s website is quite simple. There is a banner across the top with links to home, trailer, photos, clips, about, and downloads. Most of the left side of the page on each of these links is taken up with a photo of one of the films characters. The right hand side of the page contains information such as photos, film synopsis and film clips (depending on which link was clicked to get on that page) within a box. The font is simple – perhaps Calibri or Arial – and is white on a black background.

4. Identify the Target Audience (who are they? What age, interests, etc.) and discuss whether you feel the website is effective in appealing to this intended audience.
The Target Audience seems to be quite broad. They would most likely be anywhere between an older teenager and a middle aged adult. The target audience would be interested in having a good time as well as a good laugh and probably aren’t too sensitive. They would probably have an interest in action and enjoy having a lot of things going on around them.

5. Talk about what you like/dislike about the promotional material. Why?
I like most of the promotional material because it appeals to me and makes me want to go see the film. This is because of the vibrant background that gives a sense of action and the characters and their expressions which give a sense of comedy about the film. The way the film synopsis was written (simply, without giving away too much detail, but also creating interest and a desire to know what happens) also makes the film appealing. I also like the way that the website is set up – it is very easy to use and find what you want.

6. Find a Poster or Advertisement, save the images in to your folder and insert here. In as much detail as possible discuss the following:

• The colour scheme ; cool, warm, analogous, complementary, sensitive, calming, exciting, vibrant, simple, etc. and how it makes you feel
The colour scheme is warm, vibrant and exciting. It makes the adrenaline in my body begin to pump and it makes me feel a sense of danger but also comedy.
• The focal point: where do your eyes focus and why
The focal point would be Rowan Atkinson’s face, in particular his nose, then his eyes. This is because the white of his shirt leads the eyes to this point and then they stay focused on this point, taking in the odd expression in his eyes.
• Sense of Balance: Is the advertisement balanced in terms of line, tone, layout?
The advertisement is balanced in terms of layout as Rowan Atkinson is mostly in the center of the poster, however the text in the bottom right is balanced with the hands and body of Rowan’s body which is predominantly in the bottom left. The tone of the poster is balanced as the vibrant colours of the fire are balanced with the dull blacks of the suit. There is also a balance of line as there is a mixture of natural and geometric shapes.
• Harmony: Do all of the advertisements elements (line, tone, colour, texture etc.) work well together to create harmony or a sense of completion.
The advertisements elements do work well together to create harmony and a sense of completion as they look appealing and all seem to complement each other.
• Unity: which elements unite or make the advertisement effective eg. Use of a dominant colour scheme and high contrast to create unity.
The contrast between the natural shapes of the fire and Rowan’s body and suit between the geometric shapes of the text make both elements stand out in order to create an effective advertisement. In addition, the bright colours of the fire in the background create a sense of action, danger and suspense which also makes the advertisement effective.