The translation of cultural titles, e.g. of books or films, creates linguistic changes and fixed patterns. But what changes and why? In this paper the relation between intra- and extra-translational changes is examined, and the main reasons found for these modifications are: a) audience nursing and b) economic interests. The sheer existence of a possibility for change is responsible for the changes analysed. The translation situation creates a new possibility for modifying the title, and this situation is very often exploited, even if there is absolutely no linguistic or cultural motive for it: external powers change the titles.