Is There a New Leading Man in Hollywood?
Since the mid-1990s Trajan has been the favored typeface for Hollywood movie advertisements and posters. But within the last two months a small batch of movies have appeared that emphatically reject the respected Roman Imperial capitals. The new face in town is Gotham from Hoefler & Frere-Jones. At the moment it can be found in posters for Hereafter directed by Clint Eastwood and starring Matt Damon, The Tourist starring Johnny Depp and Angelina Jolie, How Do You Know starring Reese Witherspoon, Owen Wilson, and Jack Nicholson, and Burlesque starring Cher and Christina Aguilera.
Since these are some of the heavy hitters in Hollywood it suggests this may be more of a long-term trend than a boomlet for Gotham. Of course, since The Tourist and How Do You Know fared just as poorly as Hereafter and Burlesque, all bets seem to be off. If Gotham eventually does manage to supplant Trajan it will be further validation of its widespread popularity.
With the release of The Fighter Gotham has landed another blow in the battle for Hollywood poster dominance. But Trajan, the reigning champion, has counterpunched with The Black Swan. So far, critical acclaim has favored the latter which may bode well for the champ retaining its title.