Theater owners are looking to shorten trailers for upcoming Hollywood films by thirty seconds.
According to the Hollywood Reporter, National Association of Theater Owners is pushing for a marketing rule that would require previews for upcoming films to come in at two minutes instead of two and a half.
The group’s executive board are proposing the new guidelines in an attempt to give exhibitors more control over how Hollywood movies are marketed inside the theater. It comes in response to complaints theater owners get that the trailers are too long and often give away too much of the upcoming movie’s plot. .
It’s not uncommon for many circuits to play seven or eight trailers before a film. That translates to 17.5 minutes to 20 minutes, on top of in-house advertising. Exhibitors believe the new rule could boost ticket sales by making the theater going experience more attractive.
Hollywood studios — which rely heavily on trailers to woo moviegoers — refute the notion that 2.5 minutes is too long. Sources say they have reacted none too well when briefed on NATO’s plan in recent days. NATO’s executive board wanted to get the reaction of studios before taking further action.
Together, television advertising and in-theater trailers are considered the most potent weapons in marketing a movie, even as the Internet made trailers ubiquitous. “My trailers are 2.5 minutes because that’s what we need to send the right message. This could be a paradigm shift. Thirty seconds is a long time,” says one studio executive who asked not to be named.
NATO declined to comment.