Above: US one sheet for Gas. Art by Robert Grossman.How much attention do you pay to title treatments? By that I mean—in case it’s not obvious—the way the title of a film appears on a poster. Title treatments can range from the simple to the spectacular, from mere type to elaborate works of art. They can range from, for example, the unadorned but authoritative Gotham Bold sans serif of Oppenheimer (2023) to Robert Grossman’s air brushed petrol hose spelling out the title of the movie Gas. Whereas the title treatment of Oppenheimer was dwarfed by the radioactive image of J. Robert and his atom bomb, the title treatment for the other cinematic sensation of the summer dwarfed its characters. In fact it was just the first letter of that title treatment, the instantly recognizable iconic B of Mattel’s ’80s Barbie logo.Title treatments matter. They set a tone.
- 8/18/2023
- MUBI
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