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Pen IN Hand
If you want to be more direct, using more of a "hit them over the head with it" style, think short, staccato, and blunt. Titles like Stake Out, Clueless, Eraser, G.I. Jane, Pirates of the Caribbean, Grass. All of those pretty much tell you what you're in for. They, in a sense, relay the story and give a glimpse of the tale's environment. They're easy to remember and to promote (don't forget the easy to promote thing). They stick in people's heads and are easily blurted to friends when recommending them.
Now, something you don't want to do is create a very long title without a really, really good reason. Even with a really, really good reason it's not a good idea. A long title is cumbersome, hard to remember, and pretty much hell to promote. It won't fit on printed bookmarks easily and it sure won't make a marquee. So take my advice, don't go there.
Here's another. Don't confuse the reader, whether reader of your novel or the all important reader who might send your script along to the next level. By that I mean, don't title something Gettysburg hinting at a civil war movie and then turn around and make it a laugh-out-loud comedy.
One last one from me and opinions are divided on this, so you're ultimately going to have to decide how you feel about this for yourself. I am not a fan of the "understood only after reading the book or seeing the movie" title. It just doesn't work for me. It annoys me. My advice is don't do it. Don't put a title out there that's so obtuse that you can't understand how it relates until after reading or seeing the story. Why risk alienating your audience? Some claim it can work well for a novel. I don't think so. It most certainly won't work well for a movie title.
And remember, after all this, your jewel of a title that you work and sweat over is very likely to be changed by some editor, producer, or star with clout. There're a lot of people out there with creative ideas and an equal or larger number with huge egos who want to put their own stamp on every project. Sometimes they're right, sometimes they're wrong. I was lucky. Most of my titles are still my titles. That's life.
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