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I heard an interesting anecdote this weekend.
A couple wanted to go see the new “Western” they had heard so much about.
So when they got up to the ticket window at the Octoplex and scanned the list of movies playing, they bought two tickets for what they assumed was just that.
And off they went to see Shoot ‘Em Up.
I hear they were disappointed — and not just because they didn’t see a Western. Shoot ‘em Up turns out to be a wild urban gangsta flick. Imagine this couple’s reaction when they realized what had happened.
Apparently they missed the 3:10 to Yuma and I’m not surprised. You know and I know that this is based on the Elmore Leonard novel and the 1957 cowboy saga starring Glenn Ford and Van Heflin, but not everyone does. See! Not even making a remake guarantees ticket buyers will know about it enough to see the film. Or even understand what genre it is based on title.
This speaks to what I talk about in my books — man, I love saying that! — and that is the importance of making your title and logline first and foremost comprehensible.
What is the logline of your movie? What is the title? Does the title “Say what it is” in a way that is unique, compelling — and clear?
If not, make it so.
But this title blur also applies to other areas. If you have a business or a new product or are seeking a job and writing your resume, try to ask yourself what your title and logline is in these cases, too.
Is the logline on your new product — and what it does — clear? Is the “What is it?” about what you offer a potential employer easy to explain and deliver on a primal level?
Good marketing men know about this problem whether it’s a movie, a person, or a product!
I have been reading a great book I recommend for anyone interested in this topic: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout.
I find this topic fascinating, and in a world of a million entertainment choices, it’s vital for us screenwriters to understand.
Take toothpaste, for example. Crest fights cavities. Ultra Brite whitens teeth. Aqua Fresh tastes good. Millions of dollars are spent each year to re-inforce these simple concepts. Each has a primal punch, too. Crest: safety, health. Ultra Brite: appeal to the opposite sex. Aqua Fresh: my kids will brush their teeth if they like the taste.
To me, this is the essence of good communication generally. A clear idea about something of primal interest — isn’t that what it’s all about?
And it starts with a “title and logline” we communicate well, and takes into account the busy lives of consumers who don’t have more than a minute to make a choice — be it what movie to watch or what toothpaste to use.
Avoid title blur.
Be clear! Communicate well! Excite! Invite!
From concept to execution, every step of the way, this is our job as storytellers in the market place of ideas!
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on September 10th, 2007 at 9:26 pm
Five O’Clock Muse
tagline: One man. One woman. Two destinies.
A 30-year-old community college student believes that documenting his attempts to woo a local TV news anchor will make him a star on the indie film circuit.
on September 11th, 2007 at 4:36 am
[...] De la clarté du titre Blake Snyder raconte sur son blog l’histoire d’un couple qui, ayant entendu parler d’un film (3:10 to Yuma, le dernier Wester sorti aux States) désire aller le voir mais ne se souvient pas du titre et se retrouve devant Shoot ‘Em up, un film de gangster limite cartoon d’après ce que j’ai pu lire. Conclusion de Snyder, quand vous cherchez le titre de votre film, rendez-le le plus explicite possible si vous voulez que votre public vienne le voir. [...]
on September 13th, 2007 at 6:53 pm
Blake hello:
I wanted to say afew words about 3:10 To Yuma which i saw yesterday. I saw
it in Brooklyn, in the afternoon in an half empty theatre. Still when
Christian Bale was sitting in his chair and the watch read 5 to 3 there were
people in the audience sobbing. Myself included.
This is a movie I wish i wrote! The themes of family and wanting to provide
for them, the lure of the darkside with no histrionics - he was a farmer in
great debt about to lose his land., a war veteran who was wounded in retreat
and given 2 dollars by the government for his lost leg, my god… these
theme were all up to date.
Then the theme of his belief in his son’s goodness, even in light of the
evidence that his son was on the wrong path. His son even states early on
he’d never walk in his father’s shoes.
It’s also curious to note that Dan, the bad guy believed the son would shoot
him early on and then with his father lying dead the son has the opportunity
to shoot him again, but doesn’t. His father’s words come back when he says
there is a difference between killing an animal and killing a man.
If I had written this movie and never wrote anything more, I would be proud.
Satisfied. This is the type of film I want to write, to be associated
with. Fight the studios about. It is not good enough to just write any old
Golden Fleece, any old Monster in the house.
Christian Bale sitting in that chair, abandoned by everyone including the
company who hired him and Russell Crowe offers him $1000 dollars, the
equivalent of about $100,000 today to just walk away. Bale answers, ‘what
will people say?’ But that’s not what hadthe audience sobbing. Everyone in
the audience could see him considering it. Could forgive him if he took the
money. He was going to die and he knew it, and we knew it. Yet he couldn’t
take Crowe’s deal because the people he was worried about was his sons. His
son’s opinion of him meant more than the money.
This is a man who is financially broke but not broke in spirit. This is
primal!
I apologize for rambling, but I don’t watch Westerns often and this one’s
staying with me. Just wanted you to know.
Alexander Taylor