Commentary: ‘Swapped’ And The Trouble Of Naming Kids Films

A film’s title is extremely important for a number of reasons. First: it communicates what the story is about, but it offers more than just plot. It could give a sense of anything from theme, to tone, to characterization, and more. It’s also a huge marketing decision, as a title is a powerful tool to attract audiences. Even more than that, though, it’s also a chance for the creators to be artistic and poetic by offering up a name that evokes emotion and prepares the audience for what they are about to experience. For a film like Swapped, which has a very fantastical yet profound message, a nuanced title could have gone a long way. As a kid’s film, however, it needed to stick to something simple and not whimsical.

The story takes place in a valley on a fantastical world filled with imaginary creatures. Ollie (Michael B. Jordan), a small rodent called a Pookoo, makes a grave mistake. It causes a species of bird called the Javin to eat all of the Pookoo’s food supply. Years later, with the Pookoo on the verge of starvation, Ollie touches a magical pod that transforms him into a Javin. Meanwhile, a Javin called Ivy (Juno Temple) also touches a pod, turning her into a Pookoo. After the changes, Ollie and Ivy are able to look at the world through each other’s eyes and have empathy for one another through their newfound perspective.

There’s a lot going on in Swapped. It’s a touching fantasy story with a lot of action and heart. It’s also about stepping outside one’s self and trying to learn empathy for those who oppose you. But then it’s about unity and working together. These are powerful themes that could be reflected in a poetic title with beautiful language and meaning. But any subtext in the title would be lost on a younger demographic. Swapped is a children’s film that needs to appeal to that audience. Traditionally, one word titles such as Frozen or Tangled are the best-bet to draw in family crowds. And so, even a moving fantasy story centered around identity and community must adhere to the necessities of marketing.

Swapped is now streaming on Netflix.