When you think about film advertisements, you likely think of posters, trailers, websites, behind-the-scenes videos online, and, if you’re old enough, display ads in newspapers. What probably does not come to mind in this regard is the film’s title.

In music, you can get away with calling something by Beethoven “Piano Sonata No. 14 in C-sharp minor” or even just “Opus 27, No. 2.” But would a studio risk calling a Steven Spielberg movie, say, “Opus 6” rather than “Raiders of the Lost Ark”? No, for a film title in particular, you want something that’s attention-grabbing and at least minimally informative or suggestive of the tone or genre.