Studio Pushback Forces NATO To Rethink Shortened Trailers For Theaters

The National Association of Theatre Owners met with resistance from some studios when it went to the majors with a controversial set of movie trailer guidelines last week. It wants studios to limit trailers to two minutes, down 30 seconds from the MPAA-set standard, and to only advertise films within a four-month pre-release window. NATO-repped theater owners want more control over the promos that run ahead of movies and argue that shorter trailers will make moviegoing more appealing to audiences. Exhibitors would then have extra promo time to use as they choose, whether that means squeezing in additional trailers, house ads, or other inventory. But some distribution pros tell me it’s purely a money-driven move designed to squeeze more revenue out of pre-roll programming they fear could hurt studio marketing efforts. (more…)

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