An actual emoji movie is in the works

Hong Kong Rugby Sevens: beer, costumes and, somewhere, a result

Fans wearing emoji masks watch a rugby match of the Hong Kong Seven 2015 in Hong Kong, China, 28 March 2015. At the Hong Kong Rugby Sevens 120,000 people turn up, a lot of beer is drunk, colorful costumes are flaunted and Fiji normally wins. This year was the 40th anniversary of the tournament and the event followed the script. Fiji beat New Zealand 33-19 in the final to win for a record 15th time, and the crowd barely noticed. One of the loudest cheers of the day came when Zimbabwe scored a try against Russia. Neither nation is known for its rugby. There were also noisy jeers when Hong Kong Chief Executive Leung Chun-ying was announced at the prize giving cermony. The rugby forms a backdrop in Hong Kong to the crowd, the reveling thousands who turn up in coordinated costumes to party and drink beer, sold in one-liter plastic cups. Long lines form for the south stand of the Hong Kong Stadium, the most raucous spot to sit or stand. Long lines then also form for the bathrooms. Many people in the stadium weren't watching the rugby, instead swiveling away from the pitch to look at the people in the crowd behind them as they danced and threw rugby balls and glasses of beer at each other.

Photograph by AP

By Nash Jenkins

Hollywood is impeccably good at turning a profit on insipid fads. In the five years since Universal Pictures released the animated film Despicable Me, a cultish cottage industry has sprung up around the Minions, the film’s manic yellow lozenges who ultimately proved lucrative enough to earn their own spinoff. They’re globally ubiquitous — you have Minion Tic Tacs, Minion-themed weddings in Britain, a curious Minion-inspired burger at McDonald’s restaurants in Hong Kong — and the producers are laughing all the way to the bank.

It’s not terribly surprising, then, that Sony Pictures Animation will be making a movie about emoji, the delightful little ideograms you use to caption your Instagrams or pepper your messages. The planned project, Deadline reports, comes after a supposedly heated bidding process between Sony, Warner Bros. and Paramount Pictures that culminated in a deal in the high six figures. There’s money to be made in twee hieroglyphics.

Or maybe it’s simply low-hanging fruit, given that the emoji library is less a typeface and more a means of illustrating the world at large. Your cast, setting and props are ready to go. The ensemble could be colossal: Apple’s emoji library is populated by 93 individual little yellow people, 15 families of four, 10 happy couples and seven anthropomorphic cats. Santa Claus could make an appearance. The library’s latest iteration offers 42 national flags, so it could be set anywhere — Israel! South Korea!

In any event, the movie won’t be completely revolutionary. The emoji-as-medium approach to filmmaking has earned some mileage as a music video strategy already, the best example thus far coming in Beyoncé and Jay-Z’s “Drunk in Love.”
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