Research & Planning: Analysis of 'Friends With Benefits' Poster

Genre

This movie poster is based in the 'romantic comedy' genre, though it hints at more romance than comedy. There are several aspects of this poster that reveal it's genre; the biggest 'give away' is the presence of a male and female character. This immediately hints at a blossoming relationship; which is further enforced by a longing look from the male protagonist and a cheeky smile from the female character; which also insinuates that there will be some elements of comedy in the film.

Representation

The positioning of the male and female characters gives an insight into the storyline of the film. The female character is positioned at the same height as the male character on the poster, which is unusual as males are typically taller than females (and is indeed the case between Justin Timberlake and Mila Kunis). This could represent the female character as strong and independent; which, if you have watched the film, is an accurate description of Mila Kunis' character. The poster also portrays the female character to be cheeky and fun, whilst it portrays the stereotypical image of a man falling desperately in love with one of his best friends.

Narrative

Because the male and female characters are separate, we are lead to believe that the two are not together in the beginning of the film. Their facial expressions cause us to question this relationship and makes us wonder whether they will end up together by the end of the film (which of course, they do). The way the male character is dressed hints at the narrative; he is wearing an unbuttoned shirt with a loosely tied tie and at the beginning of the film the male character is looking job. it is the female character who finds him one; she looks much smarter in comparison (a possible representation of power?)

Audience

I would say the primary audience of this film (based on this poster) is males aged between 16 and 25, who occasionally visit the cinema. They fall into socio-economic group E; which consists of largely students and un-skilled workers; though I think the film is aimed more at students. That said; I do believe the film poster was created with the idea that females will also want to go and watch the film because of the male character, who is played by Justin Timberlake, is attractive, and they may also look up to or aspire to be Mila Kunis.

Media Language

The use of a medium shot on the two characters instead of a two shot could show that there is an obstacle between the two characters falling in love. This idea is strengthened by the black banner that splits the two shots apart. The use of high key lighting indicates that the film will be upbeat and cheery, and further strengthens that the film is a rom-com (as high key lighting is typically used in romantic comedies).