Director Noah Baumbach co-wrote his latest movie, Frances Ha, with its
star, Greta Gerwig. Shot digitally with a Canon 5D, it is entirely
black and white. From the IFC description:
Frances lives in New York, but she doesn't really have an
apartment. Frances is an apprentice for a dance company, but she's
not really a dancer…
The poster has a nice verticality to it. The black and white
allows for a color multiply that makes it easy to place type
anywhere. The title is set in Rudolph Ruzicka’s Fairfield (designed
in 1940; digitized and expanded in 1991 by Alex Kaczun).
The rather simple serif treatment gives the movie a classic feel
without looking deliberately New Wave. But this is just
marketing—while there’s no experimental sans here, the
trailer with its hip New Yorkers could've been covered in one.
Surprisingly, the type in the trailer is actually Didot, which is
also used for the title on the website's navigation.
The film’s promotional site is rather adventurous. It begins
with an interpretation of the poster and then a long, dotted line
leads the visiter through clips, quotes, stills, Google-map
locations from the film and gifs. The cast gifs even use Fairfield
in some frames.
Now that it’s possible to match a movie poster’s type on the
web, you might expect to see Fairfield (especially Fairfield Light
which the poster uses) in use here. Unfortunately, the
designer has settled for less.
The text of the site is primarily set in Fanwood, an open-source
"revival" that is
vague about its origins. Only its text style is served even
though a text italic is provided with Fanwood’s download. So
throughout the site bold and italics are faked, usually at the same
time—a faux-faux faux pas.
Near the bottom of the page is a Press section that is really a
Reviews section (Press is typically reserved for media kit
materials). Review pull-quotes are set in all caps with Playfair
Display, free via Google Fonts. In a couple instances it is
combined with Fanwood. Using a different font for text that is
beyond the movie's own promotional copy is not entirely a bad idea.
But there's no reason to introduce a whole new typeface. With such
limited use, Fairfield Heavy would be more appropriate.