A new report from the October Journal of Consumer Research found that when subjects were shown a made-up movie title —“Daredevil 2” or “Daredevil: Taking It to the Streets” — and asked to read a plot summary. Those who saw the second title spent more time reading the summary, remembered more, and rated the hypothetical movie more highly.

In a nutshell, Hollywood branding for sequels should stick to numbers and not cute one liners describing the sequel.