Coincidently, I was today reviewing an article for a journal which asserts that typographers choose typefaces with personalities that match content. My first reaction was that, as a typographer, I cannot remember the last time I did that. But, of course, I don't get to work on film posters.
Mind you, these are both historical references rather than personality-laden. For example, the War Horse title is not horse-like, but of its time - and beautifully observed.