The impact of a film’s title on its success has come under scrutiny, particularly with the release of Wicked: For Good, the sequel to the acclaimed musical Wicked: Part One. While the title captures a significant theme, it raises questions about the effectiveness of movie naming conventions and their correlation with box office performance. Some titles, when viewed initially, may seem lackluster or confusing, yet they can have substantial implications for a film’s reception and legacy.
Understanding the Role of Titles in Film
Film titles serve as a promise to the audience, according to Dr. Marty Murphy, a leading academic in screen production at the Australian Film Television and Radio School. “It’s a contract of sorts, indicating the genre and tone of the film,” he explains. The title sets expectations, and films like Star Wars exemplify this by immediately conveying themes of conflict and adventure in outer space.
Titles can also evoke curiosity, as seen in the 2023 thriller Birdeater, which alludes to predatory behavior but requires some thought to connect its name to the film’s content. This duality in title effectiveness highlights how different naming strategies cater to various audiences.
The Budget Factor: Independent vs. Blockbuster Films
Research published in the Journal of Business Research indicates that independent films benefit more from clear and informative titles compared to their blockbuster counterparts. For example, the indie horror film Creep effectively conveys its theme and style through its straightforward title. In contrast, major franchises like Wicked or the Mission: Impossible series rely less on title clarity, as their established recognition ensures built-in audiences.
Dr. Luke Devenish, a senior lecturer at The University of Melbourne, notes that as long as a recognizable word is included in a title, it is unlikely to negatively impact a franchise film. He states, “Titles like Mission: Impossible – Dead Reckoning Part One may be cumbersome, but they leverage the popularity of the existing franchise.”
The effectiveness of a title often becomes apparent over time, as word-of-mouth can help to elevate a film’s status despite a less than ideal name. Titles that resonate emotionally, featuring words like “love” or “murder,” are frequently chosen because they attract attention and engage audiences.
Titles also vary in length and complexity, with some lengthy titles serving a satirical purpose, such as Dr. Strangelove Or: How I Learned To Stop Worrying And Love The Bomb. These titles often indicate a film’s tone or thematic depth, offering insights into the narrative that await the viewer.
Trends in Film Title Conventions
Historically, sequels often included numbers or descriptors indicating their order, but contemporary trends now favor unconventional naming conventions. This shift allows filmmakers to maintain audience interest while also injecting humor or creativity into the title. A prime example is The Naked Gun 21⁄2: The Smell of Fear, which embraces absurdity in its naming.
Walter Bienz, managing director at film marketing agency The Solid State, emphasizes that every word in a film’s title holds significant value. He mentions that titles should ideally convey meaningful information about the film rather than simply using numbers or generic descriptors.
In terms of marketing, the title’s effectiveness can be influenced by cultural considerations and copyright issues. The film Zootopia was rebranded as Zootropolis in some European markets to avoid trademark conflicts and resonate more with local audiences. Similarly, titles may be adapted for different regions to ensure accessibility and relatability, as seen in the Australian release of My Life as a Courgette, which was changed to My Life as a Zucchini.
The evolution of film marketing has also seen a decline in the use of taglines, which were once ubiquitous. Michael Matrenza, head of marketing at Madman Entertainment, notes that with the proliferation of digital content, audiences now have ample information about films, which diminishes the impact of taglines. Despite this, his agency continues to use taglines for Australian films, suggesting they still hold relevance in certain contexts.
The naming process for films varies significantly between independent and major studio productions. Bienz mentions that approximately 95 percent of films presented to his agency already have titles, while larger studios often conduct market tests to select titles that will resonate with audiences. This process can lead to changes in titles, as seen with Edge of Tomorrow, which was initially titled Live Die Repeat.
Ultimately, the title of a film can significantly influence its audience reception and box office success. Titles are not merely labels but strategic tools that can enhance a film’s appeal, create expectations, and contribute to its legacy. The ongoing examination of this aspect of filmmaking underscores the importance of thoughtful title selection in a crowded marketplace.
