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Along with ''[[Knocked Up]]'' and ''[[Waitress (2007 film)|Waitress]]'', two other 2007 films about women facing unplanned pregnancies, ''Juno'' was interpreted by some critics as having an [[anti-abortion]] theme. Ann Hulbert of ''[[Slate (magazine)|Slate]]'' magazine believed that ''Juno'' "[undercut] both pro-life and pro-choice purism."<ref>{{cite magazine |url=http://www.slate.com/id/2180275 |title=Juno and the Culture Wars |access-date=April 5, 2008 |author=Hulbert, Ann |date=December 18, 2007 |magazine=Slate}}</ref> Jeff Dawson of ''[[The Sunday Times]]'' believed that the film was inevitably placed in the "unwanted pregnancy subgenre" with ''Knocked Up'' and ''Waitress'' due to its subject matter but thought that its interpretation as an anti-abortion film only "muddied the waters".<ref name=times/> [[Hadley Freeman]] of ''[[The Guardian]]'' criticized ''Juno'' for "complet[ing] a hat-trick of American comedies in the past 12 months that present abortion as unreasonable, or even unthinkable—a telling social sign", though she noted, "I don't believe any of these films is consciously designed to be anti-abortion propaganda."<ref>{{cite news |url=https://www.theguardian.com/commentisfree/2008/jan/28/healthandwellbeing.film |title=A choice that films ignore |access-date=April 5, 2008 |author=Freeman, Hadley |date=January 28, 2008 |newspaper=The Guardian |author-link=Hadley Freeman}}</ref> [[A. O. Scott]], writing for ''[[The New York Times]]'', agreed that ''Juno'' has "an underlying theme, a message that is not anti-abortion but rather pro-adulthood."<ref>{{cite news |url=https://movies.nytimes.com/2007/12/05/movies/05juno.html |title=Seeking Mr. and Mrs. Right for a Baby on the Way |access-date=April 5, 2008 |author=Scott, A. O. |date=December 5, 2007 |newspaper=The New York Times |author-link=A. O. Scott}}</ref> Page commented, "What I get most frustrated at is when people call it a pro-life movie, which is just absurd ... The most important thing is the choice is there, and the film completely demonstrates that."<ref name=thestar>{{cite news |url=https://www.thestar.com/entertainment/article/298588 |title=Juno star has a mind of her own |access-date=April 5, 2008 |author=Howell, Peter |date=January 30, 2008 |newspaper=Toronto Star}}</ref> Cody and Page have openly stated that they are in favor of [[abortion rights]];<ref name=telegraph/><ref>{{cite web |url=https://www.comingsoon.net/news/movienews.php?id=39821 |title=The Inimitable Ellen Page on Juno |access-date=April 5, 2008 |author=Douglas, Edward |date=December 3, 2007 |publisher=ComingSoon.net |archive-date=April 3, 2008 |archive-url=https://web.archive.org/web/20080403095405/http://www.comingsoon.net/news/movienews.php?id=39821 |url-status=dead }}</ref> Reitman thought that it was "fantastic" that anti-abortion and abortion rights groups were embracing the film.<ref name=JRsoon>{{cite web |url=https://www.comingsoon.net/news/movienews.php?id=39765 |title=Jason Reitman Tackles Teen Pregnancy in Juno |access-date=April 16, 2008 |author=Douglas, Edward |date=December 7, 2007 |publisher=ComingSoon.net |archive-date=April 11, 2008 |archive-url=https://web.archive.org/web/20080411035106/http://www.comingsoon.net/news/movienews.php?id=39765 |url-status=dead }}</ref> He said that "''Juno'' seems to be a mirror, and people [on both sides] see themselves in it."<ref>{{cite magazine |url=https://
Other critics labeled ''Juno'' as [[feminist]] because of its portrayal of Juno as a confident and intelligent teenage girl. [[Wesley Morris]] of ''The Boston Globe'' concluded "''Juno'' serves cool, intelligent girls something they rarely see in a movie: themselves."<ref>{{cite news |url=https://www.boston.com/ae/movies/oscars/articles/2008/02/23/juno_reaches_an_underserved_audience_cool_smart_teen_girls/ |title='Juno' lets smart girls identify with its glib but sweet spin on a teen's life-altering decision |access-date=April 5, 2008 |author=Morris, Wesley |date=February 24, 2008 |newspaper=The Boston Globe |author-link=Wesley Morris}}</ref> Cody said about writing the film, "Women are clever, women are funny, women are sharp, and I wanted to show that these girls were human and not the stereotypical teenage girls that we often see in the media"<ref name=tcs>{{cite web |url=http://www.tcs.cam.ac.uk/issue/film/labour-day-behind-the-scenes-on-juno/ |title=Labour Day: Behind the scenes on Juno |access-date=April 5, 2008 |author=Dibdin, Emma |date=February 7, 2008 |publisher=The Cambridge Student |archive-url=https://web.archive.org/web/20120427012752/http://www.tcs.cam.ac.uk/issue/film/labour-day-behind-the-scenes-on-juno/ |archive-date=April 27, 2012 |url-status=dead |df=mdy-all}}</ref> and "There was a lack of authentic teen girl characters ... I saw writing this screenplay as an opportunity to create an iconic female."<ref name=ew>{{cite magazine |url=https://www.ew.com/ew/article/0,,20007870_20164475_20175163,00.html |title='Juno': Inside Oscar's 100 Million Dollar Baby |access-date=April 5, 2008 |author=Spines, Christine |date=December 5, 2007 |magazine=Entertainment Weekly |archive-date=May 28, 2008 |archive-url=https://web.archive.org/web/20080528063432/http://www.ew.com/ew/article/0,,20007870_20164475_20175163,00.html |url-status=dead }}</ref> Page praised the film for its positive depiction of teenage girls, describing Juno's character as "really refreshing and allow[ing] for new possibilities in what young women can be"<ref name=thestar/> and "honest but original, completely devoid of stereotype",<ref name=tcs/> while also highlighting that "Girls haven't had that sort of character before. We don't have our ''[[Catcher in the Rye]]''."<ref name=ew/> Page criticized the media perception of the Juno character as a "strong woman", arguing that if Juno were a male character, the "strength" of the character would not be considered remarkable.<ref name=pitchfork>{{cite web |url=http://www.ellenpage.org/press/index.php?printer=254 |title=Ellen Page Talks Juno Soundtrack, Kimya Dawson |access-date=April 5, 2008 |author=Maher, Dave |date=November 21, 2007 |work=Pitchfork Media |archive-url=https://web.archive.org/web/20110726024654/http://www.ellenpage.org/press/index.php?printer=254 |archive-date=July 26, 2011 |url-status=dead}}</ref> Reitman was interested in the personal/political conflict for Vanessa's character: "Feminism has paved the way for Vanessa's career, but ultimately Vanessa wants to be a full time mother."<ref>{{cite web |last=Levy |first=Emanuel |title=Juno's Jason Reitman |url=http://emanuellevy.com/interviews/junos-jason-reitman-7/ |date=October 25, 2007}}</ref>
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===Promotion===
[[File:Hamburger phone.jpg|thumb|Hamburger phones were sent to critics to entice them to review the film.]]
Anthony Breznican of ''[[USA Today]]'' said in a 2008 article that ''Juno'' is one of three films that were "orchestrated to start off as [[word-of-mouth]] favorites among devoted moviegoers."<ref>Breznican, Anthony. [https://www.usatoday.com/life/movies/movieawards/oscars/2008-02-21-oscar-box-office_N.htm Box office: Modest films, niche marketing change landscape]." ''[[USA Today]]''. February 22, 2008.</ref> Following ''Juno''<nowiki>'</nowiki>s release, Fox Searchlight sent hamburger phones styled similarly to that used by Juno in the film to journalists and critics to entice them to review the film.<ref>{{cite web |url=http://www.friendswithbenefitsbook.com/2008/01/27/great-movie-marketing-and-a-hamburger-phone-from-juno/ |title=Great Movie Marketing and a Hamburger Phone From Juno |access-date=October 2, 2008 |author1=Barefoot, Darren |author2=Szabo, Julie |date=January 27, 2008 |publisher=SocialMediaReady.com |url-status=dead |archive-url=https://web.archive.org/web/20091115102224/http://www.friendswithbenefitsbook.com/2008/01/27/great-movie-marketing-and-a-hamburger-phone-from-juno/ |archive-date=November 15, 2009}}</ref> Though the phones were originally distributed in small numbers to viewers at promotional events, companies not affiliated with Fox Searchlight began to produce and sell the phones on [[eBay]] and other [[online shopping|online store]]s.<ref>{{cite news |url=http://www.theage.com.au/news/technology/junos-hamburger-phone-sparks-online-sales/2008/02/06/1202233932553.html |title=Juno's hamburger phone sparks online sales |access-date=October 2, 2008 |author=Moses, Asher |date=February 7, 2008 |newspaper=The Age}}</ref><ref name=theprovince>{{cite news |url=http://www.canada.com/theprovince/news/etoday/story.html?id=9d359a06-5dda-4898-9f84-c98f5dfc8d49 |title=Hamburger the new accessory |access-date=October 2, 2008 |author=Harris, Misty |date=January 29, 2008 |newspaper=The Province |url-status=dead |archive-url=https://web.archive.org/web/20120126074054/http://www.canada.com/theprovince/news/etoday/story.html?id=9d359a06-5dda-4898-9f84-c98f5dfc8d49 |archive-date=January 26, 2012}}</ref> In the month after the film's release, sales of the phone on eBay increased by 759 percent<ref name=theprovince/> and it was named one of the "10 Cool Gifts for Film Buffs" by ''[[Entertainment Weekly]]''.<ref>{{cite magazine |url=https://
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