Click to Skip Ad
Closing in...
Paul Thomas Anderson Says 'Edge Of Tomorrow' Is "F*cking Great," Also Loves 'Grand Budapest Hotel'  Paul Thomas Anderson Says 'Edge Of Tomorrow' Is "F*cking Great," Also Loves 'Grand Budapest Hotel' 10 Unaired TV Pilots By A-List Directors That We Want To See 10 Unaired TV Pilots By A-List Directors That We Want To See 'Kick-Ass' Creator Mark Millar Says A Hit-Girl Solo Movie Was Once In The Works With 'The Raid' Director Gareth Evans 'Kick-Ass' Creator Mark Millar Says A Hit-Girl Solo Movie Was Once In The Works With 'The Raid' Director Gareth Evans Kristen Wiig, Melissa McCarthy, Kate McKinnon & Leslie Jones To Lead Paul Feig's 'Ghostbusters' Reboot Kristen Wiig, Melissa McCarthy, Kate McKinnon & Leslie Jones To Lead Paul Feig's 'Ghostbusters' Reboot 30 Films You Forgot Were Oscar Winners 30 Films You Forgot Were Oscar Winners Watch: Tom Hardy & Gary Oldman Face Off In The First Trailer For Thriller ‘Child 44’ Watch: Tom Hardy & Gary Oldman Face Off In The First Trailer For Thriller ‘Child 44’ The 10 Best Films Of 2005 The 10 Best Films Of 2005 Review: Documentary 'Night Will Fall' Is A Powerful Reminder Of The Horrors Of The Holocaust Review: Documentary 'Night Will Fall' Is A Powerful Reminder Of The Horrors Of The Holocaust Harvey Weinstein Explains What Happened With 'Grace Of Monaco,' Says He Was Right About 'Snowpiercer' Harvey Weinstein Explains What Happened With 'Grace Of Monaco,' Says He Was Right About 'Snowpiercer' Harvey Weinstein Says Quentin Tarantino Has Changed The Last Chapter Of 'The Hateful Eight' Harvey Weinstein Says Quentin Tarantino Has Changed The Last Chapter Of 'The Hateful Eight' Sundance Review: ‘Slow West’ Starring Michael Fassbender, Kodi Smit-McPhee & Ben Mendelsohn Sundance Review: ‘Slow West’ Starring Michael Fassbender, Kodi Smit-McPhee & Ben Mendelsohn Sundance: Keanu Reeves Opens The Door To Trouble In Teaser Trailer For Eli Roth's 'Knock Knock' Sundance: Keanu Reeves Opens The Door To Trouble In Teaser Trailer For Eli Roth's 'Knock Knock' Watch: 8-Minute Video Essay Argues Steve McQueen's 'Shame' Is Actually A Critique Of The Modern Metropolis Watch: 8-Minute Video Essay Argues Steve McQueen's 'Shame' Is Actually A Critique Of The Modern Metropolis Watch: The Tampon Scene From 'Fifty Shades Of Grey' You Won't See In The Movie Recreated With 'The Sims' Watch: The Tampon Scene From 'Fifty Shades Of Grey' You Won't See In The Movie Recreated With 'The Sims' "Carry Bolt Cutters Everywhere": Werner Herzog Has 24 Amazing Pieces Of Advice "Carry Bolt Cutters Everywhere": Werner Herzog Has 24 Amazing Pieces Of Advice The 25 Best Horror Films Of The 21st Century So Far The 25 Best Horror Films Of The 21st Century So Far Watch: 3 Graphic, Very NSFW Clips From Lars von Trier's 'Nymphomaniac Vol II — Director's Cut' Watch: 3 Graphic, Very NSFW Clips From Lars von Trier's 'Nymphomaniac Vol II — Director's Cut' The 20 Best TV Shows Of The 2013/2014 Season The 20 Best TV Shows Of The 2013/2014 Season From Worst To Best: Ranking The Films Of Hayao Miyazaki From Worst To Best: Ranking The Films Of Hayao Miyazaki Christopher Nolan Says His Howard Hughes Film Is Dead, But He'd Still Like To Do A Bond Film At Some Point Christopher Nolan Says His Howard Hughes Film Is Dead, But He'd Still Like To Do A Bond Film At Some Point

Discuss: Are Movie Trailers Too Long? National Association Of Theater Owners Want Shorter Promos

The Playlist By Kristen Lopez | The Playlist May 29, 2013 at 3:51PM

Movie marketing is so pervasive through social media, yet the movie trailer endures, continuing to be a key piece of marketing for a movie’s success. So, the National Association of Theater Owners (NATO) wants to reduce all of that; not by showing fewer trailers, but by cutting the length of them. According to The Hollywood Reporter, NATO wants to require all film trailers to be two minutes in length; a thirty second cut from average runtime of trailers today.
8
Movie Trailers

Movie marketing is so pervasive through social media, yet the movie trailer endures, continuing to be a key piece of marketing for a movie’s success. So, the National Association of Theater Owners (NATO) wants to reduce all of that; not by showing fewer trailers, but by cutting the length of them. According to The Hollywood Reporter, NATO wants to require all film trailers to be two minutes in length; a thirty second cut from average runtime of trailers today.

According to NATO, this will reduce customer complaints about spoilerific trailers or the sheer amount of them that can leave few surprises when the finished product is released (All the trailers used to promote “The Amazing Spiderman” last year amounted to showing 18% of the movie to audiences before it was released.)

NATO also wants to prevent trailers from being released any longer than four months before the release date, and that all trailers must have a release date attached to them. This seems to be questionable, mostly because trailers that come out over a year before the feature generally bear zero footage. The studios, of course, are not happy about this turn of events. While the move would be voluntary, studio heads fear theaters would have the power to utilize the guidelines to not show their product. In addition, the studios believe this will allow NATO to use that extra space to insert more trailers. 

While I agree, I also think it could lead to another problem: more advertising for the theaters themselves. Depending on which theater chain is in your area, theaters like Cinemark promote their own events on top of the trailers and the “pre-show” entertainment, which generally consists of ads from local businesses. By cutting trailer length, would this allow theaters to place more of their own personal advertising ahead of the movies? Their belief that trailers provide too many spoilers can be argued as true, but there’s no way to determine that until the film has been released, and is shaving thirty seconds off a trailer really going to change that? If anything, theaters/studios should take a cue from France, who refuses to show trailers that contain any sequences from the end. This seems to be a quick fix for trailer editors, and not something that affects the theaters. There’s no date for an implementation of this rule, or if it will even be enforced; so keep an eye on that trailer runtime! 

And what do you think? Is NATO on to something, or is there something more drastic that needs to be done about movie trailers? [via /Film, photo via For a Few Movies More]

This article is related to: Trailers, Film Trailers, Features


The Playlist

The obsessives' guide to contemporary cinema via film discussion, news, reviews, features, nostalgia, movie music, soundtracks, DVDs and more.


E-Mail Updates