Does a Movie’s Name Determine Its Success or Failure?

In 1977, tyro director William Friedkin, fresh from his monumental success with the smash hit The Exorcist, released a film called Sorcerer. Horror fans flocked to see what the master of supernatural thrills had in store, only to mostly be disappointed. Despite being a brilliant film—reminiscent of the French film The Wages of Fear, in which four men down on their luck take a highly-paid but dangerously dangerous job driving two trucks laden with unstable nitroglycerin across uneven terrain—Sorcerer performed poorly at the box office. The title is often suggested as a key reason for its lack of success, as Sorcerer is not an obvious or enticing name for the film’s genre.

Failed Titles and Their Impact

I wouldn’t be able to say whether a perfect title always results in a successful movie, but a poorly chosen title would certainly kill it. Consider a particularly awful title that I fought hard to prevent but eventually failed: “Thodari.” This word means “train” in Tamil. Surely not many people boarded that train. When a title fails to resonate with its audience, it can significantly impact a film’s marketing success.

The Power of Compelling Titles

When a title is applied as part of a strong marketing concept, it can make wonders. A title should give the audience an immediate idea of what they can expect from the movie, should appeal to the target audience, be short and easy to remember, and stand out from others. Here are a few very good examples:

Star Wars

From the first second, you already understand that it would be about space. The term “Wars” immediately conjures the sense of danger and conflict that hover over the narrative. This title is both intriguing and striking, setting the tone for the epic adventure that follows.

Jaws

Your first thought would be a bite. The title suggests a monster lurking in deep waters, ready to unleash its fearsome jaws. This simple and evocative title excels in capturing the essence of the film's terror.

Memento

At first, the title sounds strange, making it catchy and memorable. This title makes you think of something lost in time, evoking a sense of a fragmented narrative and a significant turning point in the protagonist's life.

Don’t Breathe

Did you ever play hide and seek? When a seeker is inches from you, you hold your breath. “Don’t breathe” evokes that feeling, providing a thrill and a sense of impending doom. This title effectively builds suspense and intrigue.

Friends with Benefits

The title “Friends with Benefits” has a double entendre, revealing the depth of the friendship between the central characters. It plays on the edges of a man-woman relationship, suggesting a much deeper connection than just casual friendship.

These are just a few examples of titles that worked well, but there are many more that have captured the essence of their respective films. For instance, “The Dark Knight” was chosen wisely not just for its connection to the iconic character but also because it implies that Batman's struggle is more complex and sinister than in previous installments, such as “Batman: The Dark Knight.”

The Unspoken Promise

When you pick a title, you make an unspoken promise to your audience. The movies I mentioned deliver on their promises. “Star Wars” ensures viewers of a young Jedi joining the rebellion against the galactic empire. “Jaws” guarantees the fear of a looming monster beneath the surface. “Memento” immerses you in a man’s fragmented life with no future and a vengeful quest. “Don’t Breathe” presents a twisted game of hide and seek with a psychopathic killer. And “Friends with Benefits” hints at much more than just casual friendship, while “The Dark Knight” sets the stage for a much more complex and dark narrative.

If the title and the movie don’t align, it leaves audiences feeling let down and synonymous with failure. The right title can make or break a film's success, so it’s crucial to choose wisely and with consideration of its impact on your target audience.