When they say the title of the movie, in the movie. Doesn't always happen, as in 'Good Will Hunting'. Has been the last line, as in 'The Name of the Rose'. It has also been explained within the film, as the did in 'Broken Arrow' & 'Top Gun'. It usual means the first time they say it, but as in 'Jerry Maguire' & ''Top Gun' it is said several times. It has also been the first line, but an example escapes me at this time :-/
I love how the Title Speak is the last line in 'The Name of the Rose'.