Actually: Anything that can go wrong, will—at the worst possible moment
The right and wrong ways to name a movie
It’s baffling that a studio would want to slap a film it’s trying to sell with the most boring, forgettable name conceivable. Is there something going on that we don’t know about? And, for that matter, what distinguishes a good movie title from a bad one? To find out, we called up Matthew Cohen, the founder of Matthew Cohen Creative, a company that has worked on the marketing campaigns of 2007 best picture winner “No Country for Old Men,” 2008 best picture nominee “The Curious Case of Benjamin Button” and this year’s Oscar favorite, “The King’s Speech.” (…)
What do you make of “Just Go With It” and why do you think that the titles of so many romantic comedies are so impenetrable?
Is it the freshest title in the world? Probably not, but what’s good about it — and this is true of most all romantic comedies — is that it’s inherently optimistic even as it promises some kind of conflict. You want a complication that isn’t going to turn people off. It’s not that these titles are purposefully vague so much as they’re trying to sound as neutral as possible not to alienate audiences. That’s why so many are derived from common expressions or aphorisms. “Something’s Gotta Give,” “It’s Complicated,” titles like that.
quote { Finagle’s law }
