From Christian Annyas’s “Saul Bass Title Sequences“:
“PROJECTIONISTS – PULL CURTAIN BEFORE TITLES”.
This is the text of a note that was stuck on the cans when the reels of film for “The Man With the Golden Arm” arrived at US movie theatres in 1955.
Until then the credits were referred to as ‘popcorn time.’ Audiences resented them and projectionists only pulled back the curtains to reveal the screen once they’d finished.
Saul Bass’ powerful title sequence for “The Man With the Golden Arm” changed the way directors and designers would treat the opening titles.
“For the average audience, the credits tell them there’s only three minutes left to eat popcorn. I take this ‘dead’ period and try to do more than simply get rid of names that filmgoers aren’t interested in. I aim to set up the audience for what’s coming; make them expectant.” — SAUL BASS