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Restricted Trailers Return to Theaters

Posted: March 18th, 2008 by WorstPreviews.com Staff
Restricted Trailers Return to TheatersSubmit Comment
According to The Hollywood Reporter, Regal Entertainment Group - nation's largest theater chain - has decided to permit restricted (red band) trailers in its multiplexes.

As an industry leader that operates 6,388 screens in 39 states and the District of Columbia, Regal's policy change likely will lead to similar decisions at a number of the nation's other major chains.

As last week's ShoWest convention in Las Vegas drew to a close, the Knoxville, Tenn.-based circuit began notifying the studios of its decision, which was received enthusiastically by distributors who have had to promote such R-rated comedies as "Knocked Up" and "Superbad" with sanitized, green band trailers tailored for general audiences.

"This is going to be hugely helpful for us when we want to give targeted moviegoers a true sense of the kind of movies we are offering," said Adam Fogelson, Universal president of marketing and distribution. "I couldn't be happier or more grateful to the people at Regal for continuing the dialogue that has led to this decision."

The MPAA's Advertising Administration, which oversees the advertising materials used by its member studios, approves two types of trailers for use in the theaters. So-called green band trailers, which open with a green advisory card that reads "the following preview has been approved for all audiences." Red band trailers, which only can appear before R-rated, NC-17-rated or unrated movies, warn that "the following preview has been approved for restricted audiences only."

Studios once used red band trailers routinely, but theaters dropped them after a 2000 Federal Trade Commission report criticizing the entertainment industry for marketing violent entertainment to children. Exhibitors cut back on red band trailers out of fear of offending patrons and also out of a concern that in handling the dozen or so films screening in a modern multiplex, a red band trailer could be attached inadvertently to a G or PG movie.

The second problem should be eliminated, though, when theaters fully convert to digital, which will allow theater operators greater control and flexibility over the materials screening in each of their auditoriums.

In recent years, studios have continued to assemble red band trailers, but banned from the major theater chains, the trailers have appeared instead on the Internet, where the MPAA approves them only for sites that carry some age restrictions or make them accessible only during a late-night time period.

Source: The Hollywood Reporter


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