That's why filmmakers choose titles with a twist or a particular flavour to catch the attention of the public.

Take Spielberg's "Jaws" for example. The title conveys an idea of strength, speed and impact, but the film is about the story of a white shark attacking tourists on a beach resort. Only after trying several names, did Spielberg give the film this title.

Zhang Yimou, as an internationally renowned director, is also good at naming films. The titles of his films can be categorized into three types: the names with traditional image and flavour such as "Red Sorghum" and "Raise the Red Lantern," titles which extract one line from the film including "Not One Less" and "Say it Calmly" and simple and direct titles denoting the plot including "Qu Ju Goes to Court" and "My Father and My Mother."

Titles of domestic films from 1999 include "Man Leader of Women," "Landing Crash," "Yellow River Love," "Without End," "Beautiful New World," "That Man, That Mountain, That Dog," "The Past of Shanghai," "Getting Happiness When Free," "My Father and My Mother" and "The Shower."

These titles tend to be easily understood and closely relevant to the films, especially those films seeking success at the box office.

From them one can see that the content of most of the 1999 films generally cater to the public interest for comedy and nostalgia for the past. The film "Shower" with its intriguing title, won the Jury Award at the 1999 Toronto World Film Festival as well as the hearts of audiences as evidenced by ticket office sales.

Of course, a film cannot be a winner on its title alone. But one thing is definite, without a proper name, it cannot draw the attention of the public, especially if the director has not yet established his or herself.