Are Movie Trailers Too Long? Theater Owners Think So

The National Association of Theater Owners wants to cut movie ads down to size

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When you go to the movies, does it feel like you’re spending nearly a half an hour watching trailers for movies other than the one you paid to see? The National Association of Theater Owners, the cineplex industry trade group, feels your pain.

According to an exclusive report published last night by The Hollywood Reporter, the association—which shares the abbreviation NATO—has decided to try to cap the length of movie trailers at 120 seconds, shorter than the current standard of two and a half minutes. The shorter previews would also be screened (in most cases) not more than four months prior to the movies’ release date, which would have to be included; that would mean no more “Coming Summer 2014.”

Because theater owners have more direct access to customers than studios do, they’re more aware of a growing volume of complaints over the amount of time moviegoers are compelled to watch trailers (often nearly 20 minutes, or up to eight trailers, says THR, not including non-movie advertisements) and how much plot gets given away during that time. They’ve even had to deal with complaints about how previews have nothing to do with the movies they’re advertising, as was the case with a 2011 lawsuit filed against a theater and studio over the difference between the meditative Ryan Gosling movie Drive and its action-movie-style trailer.

Although NATO has no power to force the studios to do anything they could, in theory, refuse to show previews that did not follow the guidelines.

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THR‘s sources—none of them willing to speak on the record—claim that the studios are unhappy to be asked to deviate from the current guidelines set by the Motion Picture Association of America, guidelines that come from the studios themselves and allow for not only the extra 30 seconds for each preview but also one longer spot per year. For one thing, the extra half-minute is valuable time to show off the movie—and, they argue, shorter trailers might result in the same 20-minute reel being filled with ten ads rather than eight.

Shorter running times wouldn’t be the only recent changes in trailer town. In April, the MPAA announced changes to the trailer approval bands—”the following preview has been approved…”—with a new font and more legible information about the rating and content of the movie being advertised. The changes, dubbed “Check the Box” after the “ratings box” information, were designed to encourage parents to be more aware of the movies their children see.

(MOREMovie Theaters Fight Back–With Satellite Dishes of Their Own)

6 comments
Uncle1950
Uncle1950

Hey, I'm still waiting for cartoons, and Newsreels to return


Fiftyseven
Fiftyseven

I no longer go to the theatres because the trailers and commercials are incredibly annoying. By the time the film shows I'm desensitized and have lost interest. Also, the theatres are filthy and diseased. I would rather wait for the Blu-ray to come out and watch it at home with much better picture and sound (and no head lice or bacterial infections).

DEugeneLittleCoyote
DEugeneLittleCoyote

Movie trailers are very exciting but my frustration comes from sitting through ten minutes of COMMERCIALS preceding the trailers. I think to myself, "I'm paying $10 to watch commercials???"


tfleming2566
tfleming2566

I Look forward to all the trailers before a movie...Heck, sometimes the trailers end up being more entertaining than the movie you went to see in the first place...lol

NhanTrung
NhanTrung like.author.displayName 1 Like

No, they are not too long, I love trailers.  Though they have to be more crafty with spoilers.  (which does not have to be related to length of clip)

It is the commercials that are annoying, especially the same stuffs that I have seen 100 times on TV.

robjconnors
robjconnors

Movie trailers are not only long, but full of spoilers. The more trailers I see, the less likely I will see a movie at a theater. 

They should take a lesson from mobile ads and make them between 6-15 seconds - or  - shoot a trailer promoted by the cast like they are doing for Anchorman 2