Monthly Archives: February 2014

Beacons of Cinema: In Defense of Trailers

MPAA in 70mmNow that the film vs. digital debate is winding down, the National Association of Theater Owners has turned its attention towards more pressing matters. Last month the exhibitor’s trade group issued new guidelines for movie trailers and related promotional material, effective October 2014. It was a canny move, seizing upon public sentiment that “trailers are too damn long” and thus earning ink for NATO in publications like RedEye that would typically ignore its pronouncements. (When you share an acronym with the instantly recognized North Atlantic Treaty Organization, it’s hard to get mainstream press coverage. Then again, as an industry trade group, perhaps you don’t want the sunlight in the first place.)

The new NATO guidelines, which are completely voluntary, mandate that movie trailers run no longer than two minutes and be released no more than five months before than the movie that they’re promoting. (Trailers are presently around two and half minutes apiece.) Each distributor will qualify for two exemptions per year, though these exceptional trailers cannot be any longer than three minutes. NATO’s latest also clamps down on “direct response prompts (QR codes, text-to, sound recognition, etc.)” in trailers and endorses practices that most theaters abide by already, such as assuring that age-appropriate trailers accompany each feature so that Dallas Buyers Club isn’t pitched at the Frozen crowd. Continue reading

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