Behind the Billing Block: The Star Power That Shapes Movie Poster Credits

In the world of cinema, every little detail matters—even the ones that often go unnoticed. 

Take the billing block, for instance. 

For the average Joe going to the movies, the billing block simply appears as a list of names, often overlooked, beneath the eye-catching imagery and star-studded titles. This mundane-looking section, however, plays a crucial role in the film’s legal and marketing narrative. 

What is a billing block on a movie poster? A billing block is the section that features the names of key cast members, directors, producers, and other credits, typically displayed in a standardized small-font format at the bottom of the poster.

A billing block isn’t randomly thrown together. The order, size, and even placement of these names are governed by strict industry protocols and carefully worded contract clauses. Each actor, director, producer, screenwriter, and even the companies involved in the production have a say in how and where their names appear on the poster.

In this blog, we delve into the process that goes into creating the billing block, what should be included in a billing block, and the influences that shape each name on it. 

The Role of Guilds and Unions

Guilds and unions play a crucial role in the creation of the billing block by ensuring that their member— whether actors, directors, writers, or other crew members — are credited fairly for their contribution to the film. Guilds such as the Directors Guild of America (DGA) and the Writers Guild of America (WGA) require that the names of their members are at least 15% the size of the type used for the name of the movie (or the artwork title). 

Fun fact: To give you an idea of how meticulous and painstaking the process is, even the illustrator has to get involved. If the artwork title has typeface of varying length, then the height of every letter is measured, and the average is calculated to ensure everything meets the Guild’s requirements. 

The Power of Negotiation 

The billing block is determined by negotiations that determine what credits should be on a movie poster.

Each billing block reflects the behind-the-scenes power struggles in Hollywood. And, it’s not just about crediting the cast and crew— the placement of a name, its size, and prominence all come down to careful bargaining. 

Here are the elements that come into play during negotiation.

Star Power 

The actor whose name earns 'top billing,' i.e., higher up in the poster's billing block, enjoys bigger paychecks and better contractual perks. A major star with serious market value will use their clout to land top billing—boosting both their visibility and future earning potential. After all, a movie poster is great advertising for an actor's brand.

This is also where agents and managers step in, negotiating fiercely on behalf of their actor clients. They’ll leverage past hits, awards, and star power to secure prime placement. For example, if stars like Ryan Gosling or Dwayne Johnson are involved, you can bet their team will fight for the dream of top billing, knowing it mirrors their value and contribution to the film's success.

Contracts and Clauses 

Billing block discussions are often part of contract negotiations. Contracts are filled with clauses detailing where a name will appear, how large it will be, and whether it will share space with others.

Producers, Studios, and Legal Teams 

Producers and studios walk a tightrope in managing the demands of high-profile contributors while maintaining the movie poster's marketability. They juggle the various requests and expectations to strike a balance that enhances the film's appeal. Meanwhile, legal teams will ensure that the billing arrangement adheres to both contractual agreements and industry standards.

Above the Title Billing 

One of the most coveted billing positions is "above the title," where a name proudly sits right before the film’s title. This prime spot is typically reserved for major stars or influential directors, highlighting their pivotal role in the project and underscoring their immense impact on the film's success. Think Charlie Chaplin, Spielberg, Tarantino, or Tom Cruise. 

Shared Billing 

When a film has more than one big star, they might be given shared billing. However, even in these situations, the order and placement of names can be the subject of intense negotiation.

Positioning Tiers

In some cases, billing negotiations don’t just determine the first and second names but establish tiered positioning for different categories of crew and talent. For instance, lead actors may be at the top, followed by directors, then producers, and then supporting actors or key film crew like the cinematographer (and camera crew), production designer, and editor.

Even within these categories, there can be intense negotiations over who is listed first or whose name is displayed above others. This can involve everything from the order of co-stars to how much “space” each name gets on the movie poster. 

The Hierarchy of a Billing Block

The names on a movie poster's billing block might seem like a straightforward list, but they tell a deeper story. Every placement reflects the hierarchy within the film’s production, with each name subtly communicating the status, influence, and importance of the contributors. 

It’s a powerful visual cue that reveals who holds the most sway behind the scenes.

Let’s look at a typical hierarchy.

Opening Credits 

• Presentation credit: Acknowledges the distributor of the film. Can be shared if there are different distributors domestically and internationally 
• In Association With credit: For the film financiers 
• Production Credit: recognizing the production company 

Cast 

• Top Billing: Lead actors (often those with the most screen time or market appeal)
• Second Tier: Supporting actors with significant roles or notable names

Crew

• Casting by 
• Costumes by 
• Edited by 
• Production Designer 
• Music by 
• Original Score by

Production

• Executive producers
• Associate producers 
• Co-Producers 

Writing 

Each screenwriter is usually credited just before the director and could include:

• Based on characters created by
• From a book/play bu 
• Screenplay by 

Directors 

The directed-by credit is placed at the end of the billing block, and the DGA has a ‘one director per picture’ policy. 

Branding and Marketing 

From a marketing standpoint, a film poster's billing block is a strategic powerhouse. A powerful advertising tool, studios and producers use it to boost a film’s promotional allure by positioning high-profile names front and center. This strategic placement not only shapes audience perception but can also drive box office success. Films with top billing for well-known actors or directors are more likely to grab attention and stir excitement.

Take legendary filmmaker Ridley Scott, for instance, whose name is synonymous with high-quality, innovative filmmaking, or Marlon Brando, who drew in audiences with his immense star power. 

Designers also play a crucial role in this process as they balance the need to highlight star names while maintaining the poster's visual appeal. They must ensure that the billing block integrates seamlessly with the overall design, including color, photography, font, and image. The billing block should enhance the film's aesthetic without overshadowing the story and art.

It is this careful orchestration of star power casting and design that helps create a compelling advertising package that maximizes target audience engagement and drives ticket sales.

Professional Recognition 

In Hollywood, billing order is not just a strategic element; it's often a point of personal pride and professional recognition. For many actors and filmmakers, having their names prominently placed at the top of the list signifies respect and validation. It goes beyond public acknowledgment to affirm their standing and influence within the industry.

A top billing position is often viewed as a reflection of an individual’s importance and contribution to the film, highlighting their role in its success. This can significantly impact their professional reputation and open doors to future opportunities, making the negotiation of billing positions a crucial aspect of career strategy.

Get Your Own Piece of Cinematic History Today

In the end, the billing block on a movie poster is more than just a list of names—it’s a reflection of Hollywood’s intricate power dynamics, fierce negotiations, and the artistry that goes into every film’s creation. From top-billed stars to key crew members, the billing block serves as a visual reflection of each contributor’s importance and impact on the film.