The Industry’s unhealthy obsession with The Billing Block I may never fully understand, but I’m happy to discuss it with you today.
The Billing Block refers to the collection of names and credits that are positioned at the bottom of movie posters and advertisements. Usually they are composed on fonts with tall and very narrow, vertical lines. So small and tall and narrow that most everyone can’t read them at all. In fact, it’s safe to say that probably no one ever reads them except the people who are in The Billing Block.
I agree, without The Billing Block, your movie poster looks unfinished or under-designed. Just like all those laurel wreaths from awards or film festivals. No one stops to read the text inside each laurel wreath. People might see the words OFFICIAL SELECTION or something of the sort, but hardly anyone can see the tiny words underneath that read: Billy Joe’s Steakhouse BBQ Film Festival. It doesn’t matter. Having the ability to put laurel wreaths on your movie poster, or in advertisements, makes it look to the consumer that your movie is THE movie they should see. The Billing Block has this same worthless effect.
To make a Billing Block, one should start with the name of a production company like: “Paramount Presents” and then have a little space, and follow with “a Steve Balderson film” or whomever. Then, you’ll list your top actors who have, in their contracts, agreed to be in your movie so long as their names appear BEFORE the main title, on individual title cards (these are moments in the movie when no one else’s name appears on the screen at the same time). Following them, you’ll type in THE TITLE of the movie. And then a short selection of supporting stars (or other actors who have agreed to be in your film so long as they get their own title cards). Following them will be a list of crew people: editor, writers, art direction, the cinematographer, and maybe someone else, or a producer, and ending with the director. And repeating the same words that were the start of your Billing Block.
But, who reads them? Who can even see them? Nobody. Well, nobody except the people who have their name in The Billing Block. And god forbid someone who expects their name to be in The Billing Block and can’t find their name. O, the unjust insanity.
Placement is an integral part of The Billing Block. Some actors specify in their contracts they must have the THIRD placement. Or, the FIRST. Or the SECOND. I’ve never heard of anyone asking for the fourth onward. Sometimes people will negotiate that they want their name listed first, and will gladly take second position but only if on the same title card as the first person. Even if their name will appear second on The Billing Block.
Size of the font is also a big deal. If the star is at a 12 point font size, typically the supporting cast will be at a 10 or a 9 or 8 font size. Usually this is because the main star gets their own title card, whereas the supporting cards are sharing their card with other names. So their font size should be smaller to keep room for multiple names. There are some actors who specify in their contracts their name must be written in the same font size as the main star.
Once (or twice) I’ve relished the idea of making my name (as director) one or two font sizes larger than everyone else in the movie just to prove a point. In a joking way. I’m not one to flatter myself with endless on-screen credits. Even if I did the costumes, make-up, set design, cinematography, writing, and editing, and whatever else, I think it’s tacky to make a movie that has my name repeatedly credited. So usually I just stick with “produced and directed by” and leave it at that.
But there are people out there who want EVERY credit they can get. And that’s fine. I say, might as well give it to them. It’ll shut them up so you don’t have to deal with them, or listen to them. And at the end of the day, nobody cares or knows. I mean, right now, think about it. Which name is listed first on The Billing Block for BASIC INSTINCT? Which name is listed second on the credits for SPIDERMAN 2?
One last bit of advice: if you’re ever negotiating with an actor who wants the first title card, but you’ve promised it to someone else, simply offer them a credit like “AND” or “WITH” at the very end f the opening credits on their own title card. This is what Joan Collins got on DYNASTY. They feel special, and unique, and it works every time.