Article

-'typography that seeks to match letterforms with the subject matter and even the zeitgeist — including typefaces inspired by art movements such as art nouveau, art deco and expressionism — as well as the commercial vocabulary of packaging design and advertising'
To me this expression it's completely true, the typography in a film gives the audience an insight of the film and also gives away the genre by the way the lettering is presented.

-'As movies grew more popular, their titles evolved. Movie producers invested considerable sums in film production' 
I chose this because back in the day they had very simple title sequences, by this I mean they would be various shapes and colours with the characters and directors names, where as now they have different effects and clips from the film that helps promote the film they are watching the title sequence for. 

-'As much as possible, they liked to convey the tone of a movie through the “dressage” of its main title' 
I like this quote in the article because I believe that the main title gives the film it's audience, people who wish to see a film will often judge it on their first impressions and that comes under the title name and the way the title presents the film. 

-'It could be argued that typography lost importance in this era of title design. The imagery behind the credits received a lot more attention' 
I chose this because I didn't realise this until I finished reading this article, I think this is interesting because a lot of people see a film for its title, but the imagery is very important in a film as well, this also gives away the genre and an in sight into the film. The imagery also draws the audience to see the film as they wish to find out later in who that person or what the image is of and how it ties in with the story line and the selected title. 

-'As designers have always known, the opening moments can make a deeply satisfying contribution to any film.' 
I like this because I also believe that the very first impression for anything should be enough for the audience to wish to see that film, the opening moments are what bring people to want to carry on watching the chosen film. Viewers won't wish to see a film if the opening moments are some what boring or not up to the standards of they first thought.