Understanding Film Credits: The Trademark of Cinema

To the average moviegoer, credits may seem like a simple list of names scrolling at the beginning or end of a film—something to skip or ignore. However, for curious fans and industry insiders, they are much more impactful. Credits serve as career markers, signaling the contributions of the individuals behind the scenes and the relative negotiating power of the film’s cast and crew.

For filmmakers, producers, and performers, one major goal is to have their name resonate within the industry and/or audiences. A recognizable credit is a badge of goodwill, indicating to viewers that they’re about to experience a high-quality film. Much like a trademark, credits represent personal branding in the film world, serving as a signal of the creative leadership behind a motion picture.

Understanding the nuances of screen credits is key for industry veterans. These subtle cues tell a story not just about a contributor’s role, but also about their standing within the industry.

Below is a brief guide to understanding the terms and significance of credits, particularly in feature films. While the focus is on film, these principles often apply across other media as well.

Credits as Cinematic Trademarks

The primary role of film credits isn’t just about prestige—they are a powerful form of branding. Each credit, its position, size, and duration, sends a message about the production’s quality and the contributor’s role. Just as a brand’s reputation sets consumer expectations, credits convey a film’s pedigree to audiences and future collaborators alike.

For instance, becoming a household name as a director suggests not only a successful creative track record, but also a strategic approach to career management. For producers, while their names may not be as widely recognized by the general public, “Produced by” credits from established industry players can signal the strength of a film’s financial and creative backing.

In short, credits do more than acknowledge contributions—they communicate essential information to both industry professionals and viewers, helping assess the film’s quality and appeal.

Screen Credits vs. Paid Advertising

In agreements, credit provisions generally fall into two categories: on-screen credits and paid advertising credits. On-screen credits include both the “main titles” and the end crawl. Paid advertising credits, on the other hand, appear in promotional materials, such as posters, billboards, and print ads, typically within the “billing block” (the small print at the bottom).

While this article focuses on on-screen credits, negotiating paid advertising credits can be just as complex, with a wide range of standard and negotiable terms and distributors, studios and streamers taking different approaches to making significant commitments in their marketing.

Key Negotiation Points: Placement, Position, Size, Type, and Duration 

Technically, all aspects of a screen credit are negotiable – from the size of the credit (usually measured against the film’s title for the director, and against other credits for the others accorded credit in the main titles) – to its position, style, and even how long it stays on screen. However, credits are often “tied” to other names, meaning one credit’s size, placement, style, or duration may depend entirely on another’s.

For instance, consider the following credit provisions, which require the credit to appear:

On screen, on all positive prints of the Picture, on a single card, in the main titles of the Picture (whether such main titles appear at the beginning or end of the Picture), in a size of type and style no less favorable than that accorded to any other individual credit or not less than fifty percent (50%) of the size in which the title of the motion picture is displayed, whichever is greater.

For a principal actor, most attributes are handled with ties akin to an MFN, but the position becomes the critical point of negotiation.  For example:

If the Picture as released contains Artist’s recognizable performance and if Artist is not in uncured material default hereunder, Company will accord Artist credit on screen in the Picture, in the main titles, on a single card, in no less than second position among all performers credited, in a size of type and style no less favorable than that accorded to any other performer.

For actors, credit negotiations usually focus on position—a key aspect of performer agreements.

Talent Credit Positions

For members of a cast, being included in the “main titles” (and not just the end crawl) is a significant threshold, as well as receiving a “single card” (meaning no other actor’s name appears at the same time, called a “shared card”).  If an established performer is granted a single card in the main titles, the position of the card is the primary negotiable term.

Credit order can be influenced by several factors: screen time, character importance, star power, and the timing of negotiations.

The typical hierarchy for actor credits is:

1. First Position: Reserved for the lead actor, this position indicates the most significant role, setting the tone for the audience’s expectations.
2. Second Position: The next most important actor with considerable influence on the project.
3. Ultimate “And” Position: Often given to a well-known actor with a smaller but significant role, this final position including the word “and” carries substantial weight.
4. Penultimate “With” Position: For actors of note whose roles aren’t central but still contribute significantly to the ensemble.
5. Third Position (and Fourth, Fifth, etc.): These positions, continuing in order of priority, are typically negotiated by the remaining cast.

Occasionally, the first performer (or more) may appear before the title of the film – an additional indication of prestige negotiated by the performer’s team.

The Form and Subtleties of Producer Credit

There are many different types of producer credits, but generally the order of contribution significance starts with the film’s producer(s): “Produced by” (more on this), then on to “Executive Producer”, “Co-Producer”, and “Associate Producer”.  (This order is different in television.)

The form of the producing credit – whether “Producer” or the more favorable “Produced by” – carries subtle yet significant implications within the industry.

According to the Producers Guild (p.g.a.) standards:

The Produced By credit applies to individuals primarily responsible for the origination and/or management of a Motion Picture’s production and delivery. This role involves personally making regular, continuous, and substantial decisions regarding creative, production, budgetary, and legal concerns in a constructive and responsible manner across the film’s four stages of production.

A Produced By’s responsibilities across the four stages of production typically include the performance of the following producing functions in a decision-making capacity.

1. Development. Developing the film’s concept, securing rights and initial funding, selecting the writer, and guiding the development process.
2. Pre-production. Selecting key creative and physical production team members, location scouting, and overseeing the final script, final schedule, and final budget.
3. Production. Overseeing daily operations, consulting with and resolving issues raised by the key physical production and creative staff, and liaising with financial, studio and/or distribution partners.
4. Post-production & Marketing. Engaging closely with post-production teams and strategizing on marketing and distribution.

In reality, most productions do not apply for a p.g.a. designation for their lead producers, and for independent films in particular, there is a wide degree of variation across the meaning of producer designations.  The choice of title may reflect negotiated terms that influence how a producer’s contributions are perceived but have little connection to the realities of production.

Conclusion

Film credits are more than just acknowledgments—they are a critical tool for recognizing the creative and technical pedigree of a film. Like trademarks, credits reflect the reputation and leadership of the individuals behind a production.  Negotiating entertainment property credits requires soft skills and the ability to navigate complex personalities that few master, but according credits appropriately is vital part of ensuring contributions are properly recognized in the industry.

By managing and negotiating credits strategically, filmmakers and creative contributors can secure recognition for their work, clearly communicate the film’s value, and ensure their creative fingerprints are acknowledged while setting the stage for future opportunities.