I am late to the commenting-on-movie fonts game, having been beat to the punch by Yves Peter’s excellent ScreenFonts column (which analyzes contemporary movie posters) and of course Trajan is the Movie Font / Big Red Text / Hand-drawn Block Letters (youtube pieces which catalog movie poster type trends: Trajan on everything, Gill Sans Extra Bold et al in red on dumb summer comedies, handdrawn outline text for indie-quirky)
I want to take this opportunity to comment on something that according to my weak googling I may have the scoop on… I noticed it when I was flipping through the local newsweekly this week (early December) three presumably Oscar-aiming films, Invictus, A Single Man and The Lovely Bones.
You see it right? Gotham? Used in all caps in its bolder weights in 2009 it still carries strong resonances of HOPE and CHANGE and YES WE CAN. Indeed the upward flight of birds in The Lovely Bones poster and the upward looking Damon and serious looking Freeman are from not only the Obama/Hope playbook but also the rising swell of a John Williams score, the slow-mo on a triumphant smile, the whole town breaking into applause, the gleam of hope that this distillation of big hollywood production dollars into filmic pathos brings home the trophies.
A few years back, Trajan was still being used for this sort of film. But now it’s been relegated to the likes of Hellblazer and The Hills Have Eyes… to strike the right chord of gravitas and respectability in your drama, Gotham is the new go-to. I know a set of three does not exactly a trend make but take my word for it, there’ll be more. You heard it here first: Gotham is the Oscar Movie Font.