The Art of the Title
Elf Opening
Elf is a 2003 Christmas comedy film written by David Berenbaum and directed by Jon Favreau. The film opens with a blue screen and white titles written in a childlike text appear on screen. The words open with 'New line cinema presents,' with animated white snowflakes flying across the screen. The film is family orientated and aimed to attract mostly a younger audience. This is demonstrated through the first zoom in shot of an edited CGI fairytale book which displays cartoon Papa Elf, which fades into the first non-animated scene of Papa Elf sitting legs crossed in a grey armchair, suggesting the film is light-hearted and comical. This establishing shot is a long shot of Papa Elf talking about the lives of elves. He is wearing a brightly coloured green and yellow outfit with matching yellow tights and striped. His outfit contrasts with the monochrome wooden house he is in. The bright colours and outfits appeal more to a younger audience.
The scene changes to a long shot of the elves working in the coblers workshop. Part of the mise-en-scene includes the elves wearing multi-coloured striped hats and a brown wood based room. Papa Elf continues to narrate over the next scene of a virtual effects tree being set on fire, in the foreground.The elves run screaming with high pitched voices, out of the tree whilst one shouts 'I want to make shoes!' highlighting the comical element to the movie.
The next shot demonstrates the fantasy element to the film as a pan shot over a long table with lots of elves, in a range in brightly coloured outfits suggests. Once again, the outfits contrast with the monochrome background, making the elves stand out much more and creating a more fictional setting. The reference to "Santa's workshop," highlights that the film is directed at a younger, more naive audience. This is followed by a tracking shot of the elves doing various jobs such as making toys and carrying them, to create an exciting atmosphere, leading up to christmas.
CGI is a common theme, escpecially in the opening since an animated troll who burps, is filmed using a long shot, who stands innocently next to one of the elves. Following this is a mid shot of Papa Elf ending his speech about how no human had ever come to the elf world which ends in the shot fading back into a cartoon image.
The titles continue with the main actors (Will Ferrell and Zoey Deschanel) mentioned. Edited into the background is a choir singing a Christmas based tune with bells ringing in the background, demonstrating the film is set at Christmas time. To add to this, animated snowflakes fly across the titles which are seeminly written in an edited, animated story book. The page of the book turns to reveal a new title each time. Various CGI characters such as a penguin and polar bear appear next to some of the titles. This suggests the film is directed more towards a younger audience. Sound effects such as a 'wooo' sound are used when the CGI animals are on screen. The clip continues to run through the titles, eventually reaching the page of the book which says 'Elf,' in capitals, emphasising the name of the film. The titles end with the camera zooming in on the book with the director's name (Jon Favreau) appearing on the final page of the animated book.
