My experience, generally, with movie-related type is that it’s either fascinating and great, or a marketing-driven non-decision. So, it’s always nice to see a great face used for movies. In this case, Hoefler & Frere-Jones’ Requiem is the typeface and The Exorcism of Emily Rose is the film.
The expected choice here would’ve been Carol Twombly’s Trajan. So much so, in fact, that a short film about Trajan’s abuse by the movie industry was made.* Fortunately, the designer(s) responsible gave the project an extra depth with a gorgeous typeface inspired by a 16th century Italian serif design. Requiem has all of Trajan’s stature without the imperious Roman character. Requiem’s design has thinner, slightly more ornate feel that gives the characters a biblical religious tone with just a tinge of malevolence that harmonizes perfectly with the ancient evil in the film. It’s a bit like old, dark, wrought iron: beautiful, unless you’ve got a reason to think otherwise, then it’s a little creepy.
Unfortunately, whoever’s responsible for the web marketing lacks the subtlety or the funds to pick up on this good decision. Guess what they use instead?
How’d you know?
*I’ve got nothing against Trajan, per se, but it’s a lot like Mrs. Eaves: a great design with such a degree of obvious character that it’s a very safe choice, even if it isn’t the most appropriate or interesting solution. In a way, it’s the perfect choice for film marketeers: say a whole lot while saying nothing at all.