The big topic of conversation today is the news the National Association of Theater Owners (NATO) wants to require that all theatrical film trailers be no longer than two minutes, 30 seconds shorter than the standard trailer seen in theaters today. The reason being theater owners believe trailers are often too long and can give away too much of the plot.
In addition to this, NATO is also proposing movies can no longer be marketed until four months before their release, including trailer play, although there would be exceptions (studios often tease their big tentpoles months in advance). Also, a film’s release date would be required on all marketing materials, something I can tell you has no chance of actually happening.
Let’s get back to the main issue here and trailer length. I certainly agree trailers are too long, but this is coming from someone that does his best not to watch any trailers, although primarily for the reasoning NATO is giving as to why they want to cut down on trailer length.
Additionally, I don’t watch trailers because they can create a false impression of the film. A trailer is designed to create an expectation and/or a desire to see the advertised film. Cutting down on the length of a trailer won’t limit the amount of plot spoilers, it will simply give trailer editors 30 seconds less with which to work with to ultimately create the same effect.
One possible solution is one France has already employed (via SlashFilm), which is a rule that trailers cannot include footage from a film’s climax.
What I would argue is there are simply too many trailers. After all, AdWeek (via The Playlist) revealed last year that trailers for The Amazing Spider-Man showed 18% (equal to 25 minutes) of the film in its marketing. Compare that to the marketing for Man of Steel, which just saw the release of a ninth television spot today (see below) after several theatrically released trailers already.
Of course, beyond all of this, the biggest issue with today’s studio features is the disposable nature of them all. Studios are aiming for opening weekend box office and that’s about it. After that, the formula pretty much dictates how much a film will ultimately earn over the course of its theatrical run once the tally from those first three days is in.
The reason you’re getting trailers filled with an abundance of story details and plot twists is because all the studio wants to do is get you in on that opening weekend. Will NATO’s proposal take effect? Will it matter if it does? The only way it will matter is if you were to avoid watching trailers altogether. Of course, while in the theater you have little choice as to whether you’re going to watch or not, but I’ve had an easy enough time not watching them online or even on television. How much a film is spoiled before you see it is up to you, not the studio marketing divisions. [THR]
