Avatar Film Poster Analysis
The poster consists of a single image, in this case a face of an ‘avatar’, the central character of the film. The face is twice as big the frame, and is placed on the right hand side of the frame, split down the middle, which increases the idea of ‘alien’ – we are used to seeing a whole face, not half of one, and especially not a blue one – this plays with our expectations of a movie poster, and teases us with the idea that ‘less is more’...the striking visual leads us to expect a striking film, and the fact that the poster does not reveal much about the film, apart from the alien nature of the characters works as a teaser, designed to make the audience want to know more, and to see the film.
We see a blue male face (or half face on a dark background), and the face is lit from the top left, highlighting the cheekbones and the lips. Because the poster is essentially dark, the glowing ‘spots’ on the face (intensifying the character’s ‘alien’ nature) and the single yellow eye are prominent: they are much brighter than the surroundings. The eye holds the key central position in the frame, and looks straight at us, the audience, challenging us to explore the film to find out more.
The idea of ‘halves’ is important here: the avatar is half alien, half human DNA, and to reinforce this we get half a face. One half is presented, the other half is mystery. There is very little text in the poster: the banner across the top says ‘From the Director of Titanic’ – this intertextual reference gives a sense of the size and the scale of the film: it’s very much in the blockbuster mould. The title of the film, at the bottom of the poster, is in a distinctive font, which glows with the same light blue as the spots on the character’s face, standing out against the dark background, and highlighting the key text which anchors the image: in comparison, the text at the top of the poster is much less clear.
Despite the unusual font, the block capitals help this stand out. In the bottom left of the poster is a the address of the film’s homepage, avatarmovie.com, giving the audience the opportunity to seek more information if they need it, and in the bottom right is the production information, letting us know the studio financing and producing the film (20th Century Fox) – again, we know that this is going to be a major film because of major studio involvement.
This Trailer analysis comes from the News of the World website (!) - the language is informal, but there is some good commentary on why things are as they are and the meanings of the trailer: use this to supplement your class notes.
By Robbie Collin, 29/10/2009
WHEN the Avatar teaser trailer was launched back in August, movie fans were split into two camps.
Those who were intrigued and excited by the possibilities of a brand new £120 million movie directed by James Cameron, and whinging idiots.
And now, surely, the naysayers will be silenced. Because this brand new three-and-a-quarter minute trailer sets out Cambo's stall more clearly than ever. There Will Be Robots. There Will Be Aliens. There Will Be Carnage. But most importantly, There Will Be Plot.
Convinced? No? Then read my shot-by-shot analysis - and, more importantly, watch the damn thing yourselves and savour the sweet, sweet blockbuster magic.
* Avatar is in cinemas on December 17.
New full length trailer for James Cameron's Avatar
0.03 "Are you Jake Sully? I'd like to talk to you about making a fresh start..."
The first thing we see is a pair of eyes, opening. James Cameron wants you to OPEN YOUR EYES and appreciate his new VISION. Do you see?!?!
Character
0.16 "I became a marine for the hardship. I told myself I can pass any test a man can pass. All I ever wanted was a single thing worth fighting for..."
Aha! Something about character. One of the few legit criticisms of the first Avatar trailer was there wasn't much more to it other than a means of introducing the film's rough plot and the Na'vi, the ten-foot blue cat people who make up about half the film's cast.
But Jake Sully (played by Sam Worthington) is the star of the show and now we find out a bit about him. He's a wheelchair-bound marine who wants to get back in the game. And a mining operation on a far-off planet is going to give him that chance. How? Read on...
0.24 "Ladies and gentlemen, you are not in Kansas any more..."
Colonel Quaritch (Stephen Lang) introduces the marines to the planet Pandora, where most (if not all) of Avatar is set. We get amazing shots of big colourful rhino beasts, floating islands and pterodactyl thingies.
"You should see your faces," says Michelle Rodriguez. Cameron will be hoping this applies to the audience too.
By the way, the first film reviewer to describe Pandora as "Jurassic Park on acid" WILL be fired.
0.40 "This is why we're here. Because this little grey rock sells for $20 million a kilo..."
The marines are on Pandora to harvest un-special-looking minerals that cost a fortune back on earth - maybe they create nuclear energy, or are endorsed by 50 Cent, or something.
Marines
0.45 "Their village happens to be resting on the richest deposit and they need to relocate. Those savages are threatening our whole operation..."
Whose village? The Na'vi's village of course.
The marines need to get rid of the pesky Na'vi in order to harvest their loot, so we get some shots of their impressive looking war machines rumbling through the forest, and the Na'vi waving their spears in the air and rolling in a move that's basically film shorthand for Noble Savages Who Will Not Be Oppressed. Ewoks did it. So did the Scots in Braveheart.
But it looks like before declaring all-out war on the Na'vi, the marines are mounting a last-ditch attempt to find a "diplomatic solution". (NB - judging by the end of the trailer, this is not very successful.)
Wait a minute, was that Sigourney Weaver, playing some kind of doctor who probably has a crisis of conscience about the whole operation? It WAS? Excellent.
0.59 "The concept is to drive these remotely-controlled bodies called Avatars..."
And the film's key plot device gets explained in layman's terms. Jake Sully is one of a number of soldiers whose mind will be transplanted into a Na'vi body, so he can infiltrate their ranks. Sneaky.
1.13 "You get me what I need, I'll see to it that you get your legs back. Your real legs."
Colonel Quaritch gives Jake his reason to fight. This guy is going to relish the ability to walk unaided as an Avatar, but to be free of the wheelchair for good? That's his dream.
1.19 "Looks like you...this is your Avatar."
This shot of Sam Worthington's half-smile when he realises he's about to walk again was one of my favourite things about the entire teaser trailer. And it's back here. Because it's great.
1.30 Apparently when your mind goes into the body of an Avatar you get a brief glimpse of an early 90s rave video.
1.34 The first of many new special effects money shots to be previewed, we see Sully's Avatar cross a lake in a helicopter. I have no idea what a ten-foot-tall blue cat person would look like under the rotor blades of an army chopper, but this probably isn't far off.
1.51 "You should not be here..."
Introducing Zoe Saldana's character, Neytiri - a Na'vi who befriends Sully on his infiltration mission. Do you think they'll have some kind of forbidden romance? Probably not, eh.
2.07 "Outstanding..."
Lots of special effects shots that should look fantastic in 3D, most involving people jumping off high things. 3D films normally either go down the thrill-ride path (eg A Christmas Carol) OR the subtler, give-the-shot depth route (eg Up) but it looks as if Cameron's trying to have his cake and eat it.
Dramatic
2.15 "Did you forget what team you're playing for?"
And here's the dramatic bit! Once he's in his Na'vi body, Sully's torn between fulfilling his mission - and his ambitions as a marine - and defending the interests of the mysterious and weirdly sexy natives he's grown to love. It's a bit like Pocahontas! But in space!
2.19 "The strong prey on the weak..."
A lot of very impressive war scenes, as the Na'vi square up against the marines for the Final Showdown.
Clearly Quaritch just wants to wade in and knock the nine lives out of these dumb blue hippies, and it appears he gets his wish. But a small band of marines including Sully, and it looks like Michelle Rodriguez, are going up against him.
2.32 "We're going up against gunships with bows and arrows..."
But which is better? Gunships, or bows and arrows? There's only one way to find out...
2.40 FIIIIGGGHHTT!!!
Interestingly, the trailer namechecks ALL of James Cameron's biggest hits - Terminator, Aliens, T2, True Lies AND Titanic. The implication being, this is a film that will appeal to fans of all the above. So expect bad-ass robots, brilliantly-designed ET beasties, big action and a tender, candlelit scene where Sully draws Neytiri with her boobies out. Possibly.
2.50 The cup of coffee shot.
This is the single best shot in the entire trailer - it tells you everything about Colonel Quaritch that you need to know. Here is a man who will launch a missile strike designed to cause cultural genocide, and then take a delicious sip of piping hot java from the comfort of his deathbot's cockpit. James Cameron gold.
2.55 "We will send them a message...that this...is our land!"
FREEEEEDOMMMM!
3.07 AVATAR.
BICKETY-BAM! Sorry, but this is going to be freaking excellent.
