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Theater Owners Angry Over "Bolt" Promotion

Posted: October 27th, 2008 by WorstPreviews.com Staff
Theater Owners Angry Over "Bolt" PromotionSubmit Comment
Walt Disney Pictures has gone to great lengths to promote its animated movie "Bolt." But when the studio attached a six-minute-long promotion for the 3-D family flick to "Beverly Hills Chihuahua," numerous theater owners said Disney had gone too far. [via LA Times]

Theater owners said the "Bolt" spot intruded on their screen time and not only made "Beverly Hills Chihuahua" run longer than it should but also cost them time that the theater owners could fill with other showings or their own commercials.

Some of the nation's top theater chains complained to Disney that the extended trailer violated a long-standing agreement about where trailers can be placed and how long they can run.

Disney maintains that the preview is in fact a "featurette," a mini-film not unlike the award-winning animated shorts that Disney and Pixar put ahead of their animated features. Disney even submitted the "Bolt" footage to the MPAA for a rating as a short film, and was given a PG mark for "some mild action."

But the theater owners saw it differently, and complained to Disney; their trade organization, the National Assn. of Theater Owners; and the MPAA.

Neither Disney nor the theater owners association would comment on the dispute, but a person familiar with the conflict said Disney had apologized for the "Bolt" spot and said it wouldn't do it again. The MPAA said the promotion did not violate any of its advertising guidelines.

Click here to read our exclusive "Bolt" preview.

Source: LA Times


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