That’s one of several recommendations in the voluntary in-theater marketing guidelines released this morning by the National Association of Theatre Owners. ”These guidelines will evolve in response to technological innovations, marketing and advertising trends, competition in the marketplace, and consumer demands,” the trade group says. NATO wants trailers for a movie to run no more than 150 days before it’s released, with other in-theater marketing limited to 120 days — although each distributor would have two exemptions a year from those guidelines. NATO says that it will be the “information clearinghouse” for distributors to identify the films that they want to be exempt. Trailers for those releases still wouldn’t be able to exceed three minutes. In addition to the limits on timing, the NATO standards would require distributors to sit down with exhibitors to negotiate terms for showing special content — such as behind-the-scenes footage and extended looks. NATO also expands on the current ratings match policies saying that members “will only place trailers with content appropriate for the particular feature” following guidelines it has established with the MPAA. Trailers can’t include third-party brands or endorsements, for example for video games or TV shows, and can’t include direct response prompts including Internet URLs or codes that might “encourage mobile phone use during the show.” The standards would apply to films released on or after October 1, with an exception for movies that are already being advertised. Central to the rules is NATO’s conclusion that trailers “are played in the theaters at the discretion of each theater chain or individual theater owner.”
Google seems to have data for virtually everything. What’s interesting about its list of the hottest trailers from this year is that a video game — Activision’s Call Of Duty Black Ops 2 — walloped anything out of Hollywood, taking the top two spots and four places out of the top 10. Sony and MGM’s James Bond film Skyfall held two spots. One TV show made the list, NBC’s Revolution. YouTube bases its rankings on how many times a clip was viewed, how long people stayed with it, and how many people found the video by searching for it instead of clicking on an ad. YouTube will discuss its findings and show the top trailers here. Now, here’s the ranking for the top trailers on YouTube in 2012:
The Vienna International Film Festival, aka the Viennale, scored a coup for its latest promotional festival trailer: This year’s comes from none other than David Lynch. Titled The 3 Rs, it serves as a very brief return to film while Lynch preps the release of his debut solo album. The …
A new trailer is up for Conan the Barbarian, the reboot of the Robert E. Howard hero that has Jason Momoa replacing Arnold Schwarzenegger in the film franchise that first established Arnie as action-hero material. Momoa has become a formidable and intimidating presence on HBO’s terrific Game of Thrones series, …
A second trailer for Universal’s summer tentpole Cowboys & Aliens came out today. The Jon Favreau-directed sci-fi Western, starring Daniel Craig and Harrison Ford, opens July 29.
20th Century Fox has released the first trailer for one of its big summer hopefuls, Rise of the Planet of the Apes. The prequel to the venerable ape saga stars James Franco and will be released Aug. 5.
The Warner Bros comedy starring Steve Carell, Julianne Moore, Ryan Gosling and Emma Stone opens July 29.
Summit Entertainment has released its teaser trailer for The Three Musketeers In 3D, which will be released Oct. 14 in the U.S. and U.K. Matthew Macfadyen, Luke Evans and Ray Stevenson play the musketeers; Logan Lerman callow D’Artagnan who joins them; and Orlando Bloom, Christoph Waltz and Milla Jovovich –- …
Universal Pictures is out with another Red Band trailer for Your Highness, the comedy that stars Danny McBride, Oscar nominee James Franco and Oscar winner Natalie Portman. The Red Band offers more raunchy laughs. Will the film live up to its trailers?
Anchor Bay has just released a trailer for The Big Bang, the Tony Krantz-directed noir drama that stars Antonio Banderas as an LA private eye on a crazy case. The film rolls out beginning May 13.
The Bang Bang Club, a drama based on a true story about combat photographers covering the first free elections in post-Apartheid South Africa, hits theaters April 22 via Tribeca Film, a day after it screens at the Tribeca festival. It stars Ryan Phillippe, Taylor Kitsch and Malin Akerman.
Universal Pictures has released a new trailer for Hop, the Illumination Entertainment CG/live action mix that opens April 1. The film is Illumination’s followup to Despicable Me.
Warner Bros has issued a new trailer for Arthur, with Russell Brand playing the drunken playboy originated by Dudley Moore in 1981, Helen Mirren in John Gielgud’s role, Greta Gerwig the street smart woman originated by Liza Minnelli, and Jennifer Garner as the uptight society gal he’s engaged to. The Jason …
This is the first movie release which Walt Disney Studios Chairman Rich Ross greenlighted: