A2 Media - Poster Analysis By Sara AVramovska

1. BY SARA AVRAMOVSKA
DIRECTOR
The 2007 AmericanPsychological Thriller,‘’The Number23’’ was directedby the American
screenwriter,directorandproducerJoel Schumacher(BornAugust29th
1939) whohas alsodirected
filmssuchas Batman& Robin(1997) andThe Lost Boys(1981). The filmwaswrittenbyFernley
PhillipsandproducedbyBeauTapiawas,releasedin2007, February 23rd
starringJimCarrey.
AlthoughCarreywasnominatedforGoldenRaspberryAwardforthe worstactor andthe movie did
receive negative criticism,Ipersonallybelievethatthe filmposterissimplyexcellentintermsof the
use of blackand white colourphotographyanditsconnotations,tonal rangesobtainedthrough
lighteningetc.
FILM REVIEWS
• ‘’Genuinely intriguing in places and rompsalong ata satisfying pacefora conspiracy
thriller.’’ Empire.
• ‘’It'srather easyto guessthe plottwists,the scriptdoestendtopatronise the viewerand
the final segmentof the filmcasuallyabandonsthe central premiseinfavourof a more
generic'mystery'storyline.’’IMDb.
• ‘’ Jimbarelygetsbyas a dramatic actor, as a crazy on the loose ina thrillerhe’smore looney
tunesthanlunatic. ’’CINEMABLEND.
• ‘’ Andit'sstrange.Accordingto some Talmudicscholars,23 is the exact age at whichJim
Carreystoppedbeinganygood.Twenty-three wasthe exactnumberof timesIstoodupin
the cinemaand shouted:"Whyare we watchingthisrubbish?"Twenty-threeisthe number
of timesdirectorJoel Schumachershouldhave beenslappedfor inflictingitonus. Twenty-
three isthe numberof emailsVirginiaMadsen'sagentshouldhave senther,beggingherto
turn itdown.’’The Guardian.

2. Black and WhitePhotography –Connotations
Denotative meaning of B&W (Google Definition): ‘’ (of a photograph, film, television
programme, etc.) in black, white, shades of grey, and no other colour.’’
Connotations of B&W photography usage
Our cultural impact, social beliefs and ideas of Black and White colour connotations are conspicuous
in such a usage within Film Posters; the assumptions are reflective of the interpretations of colour
connotations we face as a society overall. Effortless in its simplicity, Black and White is most
frequently used within the Horror and Thriller genre film posters due to the many connotative
meanings, which can reflect, foreshadow or almost project the key themes that the film may consist
of. The colour white is usually associated with light, purity, goodness and innocence and harm-less,
good achievements and deeds, cleanness and safety which may connote some aspects of Jim
Carry’s character personality! even angels are imagined to wear white, white is also associated with
hospitals and doctors as it is the colour used to promote many medical products within our society
which could reflect the protagonists mental state of mind, perhaps he is in urgency for medical,
psychological rather, assistance. In contrast, the colour black is associated with secrecy, which
connotes mystery and fear of the unknown as a frequent theme within Thrillers in general. Black is
also a symbol of death and a grief. In psychology the colour black connotes with protection from
external emotional stress implying that the protagonist may be haunted, suffering emotionally and
psychologically as a result of death and its mysteries. Furthermore when combining both together,
Black and White, in a form of photography, it does not only benefit the technical terms of tones, detail,
texture etc. Of Carry’s portrait however it perhaps reflects the theme of good and evil within the
psychologically conflicting thriller. Good and evil is a conflicting aspect in itself, so Jim Carry’s
personality may consist of both as suggested by the use of black and white within the film poster and
the character as the protagonist is perhaps psychologically conflicted by both to a point where
develops into a traumatised, supressed and increasingly insane character as the film progresses and
the theme of good and evil turns into a matter which shapes his everyday life and actions, such as his
way of thinking and performance towards others. Usually within Psychological Thriller, the character
progresses from good to evil as a result of its surroundings affecting their emotional states, most
commonly as a result of tortured relationships between ‘’obsessive and pathological characters.’’
(Wikipedia) emerging and into the most frequent themes including ‘’mind and perception, reality,
identity and death as well as existence/purpose’’ (Wikipedia).
Black and White Photography – Benefits to Jim Carry’s Portrait (writing on his
face)
Black andwhite photographyisassociated tobe classicas itpreservesayoungage,the history of
photographyandits formalityachievingarathericonic,artisticand equitize result.Itisinmanyways
expressivelyemotional and remainsin abundantfilmposterswithin today’seraingenressuchas
Horror and Thrillersdue tonumberof beneficial aspectstocomposition,texture anddetails,tone
and contrastetc. of photography.
The blackand White photographyusedwithin‘The Number23’ accentuatesthe lightandshadows
of Carry’sportrait;shadowsappeardeeperwhile highlightsare enhancedobtainingarather
mysteriousandambiguouseffect,evokingan uneasyfeelingwithinitsaudiencewhile the dramatic
shadowsare boughtto the audiencesattentionandthe tonal rangesare enhancedeffectively
throughthe highcontract thatthe image consistsof.Furthermore thisisallowing JimCarry’sfacial
featuresandfacial expressiontoprotrude,butalsothe calligraphyorprojectionroughlywritten,
rather scribbledacrosshisportrait.The image seemstoarticulate emotionsthatwordscannot
describe anditevokesasense of disorientation due tothe scribbleswriteracrosshisface suchas
the number‘’23’’ and‘‘help’’thatfurthermore implythatthe characteris psychologically
tormented. Asa resultthe audience are deceivedto questionweatherthe protagonistpresentedis

3. the victimor the predatoras the scribblessuggesthe isinneedof help,eitherasthe victimof the
number23 or as the predatorcausedby historturedsoul inneedfora cure. Due to filmfurthermore
admittingafirmconnectionbetweenthe audience off-screenandthe protagonist,asbothare
psychologicallyconfectedindeed. Moreoveroureyesare usedto seeingincolour,byremovingit
fromthe image helps,almostforcesthe audience to focusentirelyonthe charactersemotional
state, there isno hue presenttoevoke distraction. The image of JimCarry’sisnolongercolour
dependentandall existentdistractions incolourphotography are mutedsuchasthe colourof his
eyesorhair, realisticskintone etc.lightingbecomesdetailorientatedemphasisingimperfections
such as lightsandshadows,lines(wrinkles) andpores whichmakesthe audience of-screenfeel up
close andpersonal withthe character,strongeremotional connectionis
established. Asyouare able to notice,JimCarry’s grimsettledlipsand under
eye circlesare exposedthroughthe vigorouscontrastingblackandwhite
effectattainingaskull like deathly-hollowedoutlook,accomplishing an
unsettlingatmosphere, indicativetothe
ominous plot-lineof the film. The frowning,
strainedeyebrows boughttogetherand
wrinkled forehead asapart hisfacial
expression indicatesdispleasure,confusion
and concentrationwhileitalso exposes the
roughand psychopathicnature of the film
settinganunpleasantanddistasteful
atmosphere,whichisindeedappealing and
triggeringtoThrilleraudiencesinitspeculiar
ways. Furthermore,incontrasttothe psychoticconnotationof hisfacial expressionalongwiththe
dark undereyes,Ifeel rathersympathetictowardsCarry’scharacter,as the Black andWhite
photographyevokesthe emotionalconnection tothe off-screenaudience suggestedbyhiseyes. He
isrepresentedasratherdarkand mysterious,howeverintense intermsof atorturedsoul to a point
where the audience feelsempathytowardshischaracterandthe way itis portrayedthroughhis
facial expression. Thisisfurthermore emphasisedthroughthe close upcameraangle anddirect
mode of address triggeringandintimidationalmostwithinitsaudience,whichisapart of the typical
Psychological Thriller/Thrillerfilmposterconnections.
The Title and the number ‘’23’’ and its significance
The repetitionof the number‘23’calligrapherorprojectedonCarry’sface reflectsthe key
theme of the filmanditsimportance.The audience immediatelyknow thatthe filmisa
thrillerindeedandthe number‘’23’’isa significanttheme of the filmalsoclearly
suggestedbythe film’stitle.The number23has manyconnotations tofurthermore
emphasise the unsettlingplotline andechoeventsinthe protagonist’s life:
- (more of 23 enigmason: http://askville.amazon.com/number-23-
special/AnswerViewer.do?requestId=4060915)
http://www.slashfilm.com/why-the-number-23-is-so-mysterious/ )
- ‘’ The 23 enigma refers to the belief that most incidents and events are directly connected to
the number 23.’’ (Robert Anton Wilson wrote a book ‘’The Illuminatus Trilogu’’ that explores these
interesting coincidences regarding the number 23)
-The circulationof bloodthroughthe entire humanbodytakes23 seconds.

4. -‘’The male and female each contribute 23 chromosomes during conception.’’
-“Two-thirds or, 2/3, is equal to .666.’’
- ‘’ The Titanic sank the morning of April 15th, 1912 (4 + 1 + 5 + 1 + 9 + 1 + 2 = 23)’’
The Title and Anchorage
The Title. The Number 23’’ is situated on the left hand
bottom corner juxtaposed only slightly over Jim carry’s face. This possibly suggests and emphasizes his
importance of his character within the film as his portrait is only slightly covered, therefore the title does
not act as a form of distraction of Jim Carry’s facial expression (a further development of a stronger
connection to the protagonist and the off-screen audiences is established).
Moreover, the title is perfectly arranged in order to contrast the usage of white against the black
background furthermore implying the good and evil existent within the film (as I have mentioned
previously due to its connotations) enabling it to stand out as its size is rather small. The number ‘’23’’
and its significance may act as a spoiler within the titletherefore I believe that it does not match the code
of ambiguity and mystery contained within Psychological Thriller films or Thrillers in general; it provides
away the plot-line once you search the significance of the number ‘’23’’. While the whole film title is
written in bold, ‘’thenumber’’ is written in lower case letters while the actual number ‘’23’’ is in larger
font furthermore entailing its influence on the plot-line.
ANCHORAGE
‘’Jim Carrey’’ is written across the top of the film poster page in bold and capital lettering font to signify his importance. Jim
Carry is rather a famous, and well respected character within the film industry, therefore the placement of his name provides
an eye-catching recognition for audiences along with the use of the colour red which contrasts against the Black and White
usage. Carry offers a large fan base based on his previous movie contributions. Due to this his name is a promotional method
therefore the film to attract a larger group of audiences.
‘’the truthwill find you.’’ Aplay ofwords
deliberately situated ontheright handsidein
rather smallfont,intriguing towards the
audience as you haveto observe closely atthe
movie poster in order to read it; establishing a
further sense of mystery, however it is still
noticeable as it is written inthecolourred,
contrasting againsttheblack background while
also tying thelook of theposter together along
with the actors namewritten across thetopof
the page ‘’JimCarry’’. Theuse ofcolour red
achieves a further establishment duetoits
colour connotation which I will address below.
‘’coming soon’’ is writtenin boldwhitefont inorder tocontrast against therestofthecasting anchorageand the
black backgroundto bring the attentionto ‘’thenumber23movie.com’’ which is placedbelowit.This is an
establishmentof further form ofpromotionalmethods used in film.Within todays era manymoviefans use the
internetin order to find upcoming films as well as to buy tickets, and byhaving a websiteit allows the film tobe
financially successfulby proving trailers, quick and simpleaccess to onlinetickets and showtimes,reviews etc. in
order to engageandentertain its visitors/audiences. However visitors expectations requireanexcellent website
graphical designreflecting the moviegenreand contentas within minutes visitors/audiences want todetermine,
be persuadedweather they wantto seethemovieor not. Filmposters are displayedas publicexhibitions offilm
in various ofdifferent ways suchas: inand outside movietheatres,DVDs, advertisements in newspapers and
magazines,billboards/bus billboards etc. thereforeby providing this websiteon thefilm poster, it establisheda
increasein promotionas it is attracting visitors using other forms ofmedia (newspapers.(technological
convergence.)
The Billing Blockis always common within film posters andfilmtrailers to beright at the
end. The credits anddetails to productionaresettledwheremainactors andactresses (Jim
Carry) are namedas wellas theproductionteams such as designers, editors,crew, directors
ofphotography etc. tosignify their importance

5. REPRESENTATION
Male Representation – Gender
In terms of representation, I’mpersonally rather conflicted by this film poster, hesitant of weather I
approve of its representation of the male gender or not. The male gender within our society is
stereotypically characterised as masculine, a macho character most common within the 70s and 80s era
(example including James Bond posters or literature plays such as A Streetcar Named Desire by
Tennessee Williams (Stanley’s Character)). The male gender is defined as physically and economically
powerful as well as socially successful. Studies by Earp and Katz (1980’s and 1990’s) within the male
media movement as the male leading anti-sexist activists preventing gender violence within the media
suggest that society’s view of real man is linked immensely to the ‘’tough guise’’ where boys and even
grown men learn to only expose parts of their personality that demonstrate power, dominance (The Jock
Male) while avoiding their soft, and emotional side in order to be seen as valuable and accepted as a
cultural norm; this is our idealistic image of a man and over the years forms of media such as books and
films have transmitted this message to the public shaping attitudes about heterosexual masculinity. In
order to be seen as a ‘realheterosexual male’ you mustn’t get in touch with your ‘’feminine’’ side and
expose a side of weakness, but as a male you must display aggression in order to win approval by both,
female and male genders within our society overall. The media is the primary narrative of masculinity, as
it is formed rather than given biologically. I believe that ‘’TheNumber 23’’ film poster supports this view
of the ideal heterosexual male while it also contradicts it. Jim Carry as a male is clearly dominant as he is
the ‘male protagonist’, he takes up on the lead role which is most common within our society as only 15
% of females have contributed to the film industry as protagonists according to Martha Lauzen’s study
‘It’sa Man’s (Celluloid) World’’. Lauzen stated ‘’ “Moreover, female characters are less likely than
males to have identifiable goals or to be portrayed as leaders of any kind’’ implying that Jim Carry as a
male is dominant and powerful suggested by the film titleplacement, photography and the way it is
connoted within the media world overall, however the movie poster suggests, in my personal opinion,
that as he gains access into his internal emotions and thoughts, which is uncommon and almost
forbidden for a male to do according to Earp and Katz study of our society, he becomes tormented! Does
this suggest that as male’s attempt to gain and reach their emotional needs they become insane!? Bipolar
possibly?! Does it reinforce the idea of masculinity within our society rather than simply Jim Carry’s
fictional character? I believe it makes me feel quite bipolar as to whether I admire the presentation of
the male gender, and perhaps it could reflect ‘’bipolar’’ as one of the films key themes. As I am unable to
withdraw a clear conclusion of the posters representation and ideology and values, I believe that the
poster is rather effective in terms of achieving its purpose: not only psychologically conflicting as a theme
in the film but also within its audience’s suggested by it’s poster as well.
The Use of The Colour Red – Denotative meaning and Connotations
- Denotative Meaning: of a color at the end of the spectrum next to orange and opposite violet, as of
blood, fire, or rubies.
- Connotation: as I have previously stated on our blog ‘’ Red is the first color to be seen within a
rainbow and has the greatest emotional impact indeed. According to the Google's definition the
color red is described as ''a color at the end of the spectrum next to orange and opposite of violet,
as of blood, fire or rubies.'' however that is just its denotative meaning. The connotation of the
color red however is known to scientifically cause a chemical reaction within our bodies, which
rises the viewers blood pressure, speeds up pulse and causes a rapid breathing. For this reason
red as I have mentioned before is the color used to symbolize danger, aggression and violence
most consistently used for Movie Posters within Horror and Thrillers…’’

6. ( Martha Lauzen Reference:
- ttp://variety.com/2014/film/news/study-female-characters-under-represented-in-movies-1201129236/
-http://variety.com/2015/film/news/women-lead-roles-in-movies-study-hunger-games-gone-girl-
1201429016/ )