In the last twenty years, there has been a large increase in the export of films to other countries. Since the early 1990s, Hollywood companies have been actively funding the distribution of American films abroad, including for Russian distribution. This article is devoted to the analysis of the latest bias in the localization of American film names for Russian distribution. In the process of localizing a foreign film product, there is a transition from one linguistic and cultural code to another. Film titles are a characteristic representative material for the study of modern translation practices in connection with their functional-pragmatic and structural-semantic features. The aim of the research is to analyze the change in the sign of the film name, changing for dramatization, and the discourse of the title.