The story is the well trodden tale of finding oneself in a busy and not always friendly world. Where things got interesting though is in the transformation of computer terminology and operation into both walking and talking characters with action and purpose.

These actions took clever application and more than a little restraint to keep things in the youth realm. The film sits comfortably in the G rating camp but doesn’t lack a bit of grit in all that candy floss (both visually and thematically).

Being overly critical of this film seems to miss its intent and might point to that assessment being based more on elitism than the actual product. There are large number of kid’s films that shoot far lower than this that have been well received.

Rob Hudson
www.sonypictures.com/emojimovie

The film, about an emoji that simply can’t stick to just one expression, is due for release in Australian cinemas on September 14. Around the globe, Sony Pictures Animation’s “The Emoji Movie” will roll out from late July through October this year. It comes at a time when the familiar messaging characters that populate our smartphones are more in demand than ever: in fact, this marks the fourth annual celebration of World Emoji Day, which is getting bigger with each edition and will be formally observed on Monday, July 17.

The global record was simultaneously set by people dressed as the yellow emoji characters from the movie in Sao Paulo, Brazil (local time 11:00am); Dublin, Ireland (local time 3:00pm); Moscow, Russia (local time 5:00pm); Dubai, UAE (local time 6:00pm); and London, England (local time 3:00pm). An adjudicator for Guinness World Records confirmed the new title for the Largest Gathering of people dressed as emoji faces simultaneously across multiple venues.

Commenting on the announcement, Josh Greenstein, President of Worldwide Marketing and Distribution for Sony Pictures Entertainment, said, “Achieving a Guinness World Records title is a testament to the enormous worldwide appeal of emojis. It’s great to see so many people getting excited for the worldwide release of ‘The Emoji Movie.’”

Jack Brockbank, Guinness World Records Adjudicator, added, “We are incredibly impressed by the level of coordination and timing required to pull off this global record attempt – and it all happened simultaneously! It’s official—this is a fantastic achievement!”