The imitation Game

Title Block The title is centred at the bottom of the page, however the font is not in an extremely large size. This would suggest that the name of the film is not the factor being used to sell it – it’s the use of star theory and the tagline that are the major marketing strategies for this film. Yellow is a contrasting colour in comparison to the colour scheme of the rest of the poster; and as a result is eye catching for the reader.

“Behind every code is an Enigma.” Tagline “Behind every code is an Enigma.” This is spread across the whole poster, suggesting it is an important message regarding the plot of the film (as it is also covering the main characters face). Every letter is also shown in a bubble; this could be relevant to the film. Although it is a unique way of displaying text, it requires deeper concentration to be able to read the text; this perhaps foreshadows the plot of the film of having to decipher a code.

Colours The general colour scheme consists of dark colours and tones such as dark reds, browns and greys. Similarly, the character is wearing a tweed suit and shirt which compliments the warm toned background colours. The tweed pattern suggests that the character maybe old fashioned which allows the audience to assume that the film is set in the past. The use of lighting is also important as the right side of the poster which consists of the male character’s face has a light shining on him unlike the left hand side of the poster (his face) which could show that he is facing conflict which allows the audience to have connotations that he may have a split personality or torn between ‘good and bad’. Moreover, it highlights his importance in the film in particular as he is the central and single image on the poster which must mean he is the main character but whether he is the protagonist or antagonist is unknown. As although the colours are dark, this might not be reflecting him as character but instead the genre of the film which is a historical drama thriller, in which a common convention of these combined genres is that lighting is used to create tension and mystery.

Central Photographic Image A close up of the main characters face implies to the audience the important role he must play throughout the film. This is reinforced through the use of ‘Star Theory’ which is when production teams use actors with great skill and popularity so that they almost guaranteed that the film will be successful, either through number of viewings or creatively appreciated by film critics. Benedict Cumberbatch has recently built up a large fan base due to the numerous famous films he has recently been in. However, Benedict is made to appear almost robotic, hiding behind a ‘code’ (the bubbles). This would imply that perhaps he is the ‘man behind the magic.’ The bubbles spread across the poster resemble keys from an old type writer, or perhaps a code that needs to be deciphered. This is a common theme throughout the poster although it does not suggest much about the plot, which could be intentional by the promotion team as the use of ‘Star Theory’ is clearly the option they are using to engage an audience rather than revealing the plot.

Background Image There is a background colour of a fading burgundy colour; red is a colour associated with war and danger, reflecting the setting and events that occur during the film.

Star Billing This is above the title at the bottom of the page; there are only two names of actors shown. The use of ‘Star Theory’ has been used to increase the success of this film is clearly being used as Benedict Cumberbatch and Keira Knightley are extremely famous English actors. However, the names of the actors are written in a small font, because the picture of Benedict Cumberbatch is so well known, the names of the actors do not need to a prominent factor in the poster.

Release Date & Target Audience ‘Coming soon’ leaves a sense of mystery to the audience, perhaps foreshadowing the plot of the film. Although it is not printed boldly or in a large font, which links with the target audience. Which is those interested in the work of Alan Turing and perhaps Male Computer Fanatics.