Are you experiencing fatigue at your local movie theater? Tired of trailers ruining your movie going experience with spoilers and overly long narratives? You are not alone. An organization called NATO (the National Association of Theatre Owners) have released a new set of “in-theater marketing guidelines” designed to “maximize the effectiveness and efficiency of the industry’s marketing efforts and to promote competition.”
These voluntary guidelines call for a maximum trailer length of two minutes. They also are asking that marketing be limited to 150 days (or 5 months) prior to release date for trailers and 120 days (or 4 months) for all other other marketing materials such as lobby posters, stands, and the like.
These new guidelines will be enacted on October 1st, and though they are completely voluntary, NATO’s assumption is that distributors will want to follow them to stay in their good graces.
Massive plot spoilers presented in trailers is not a new concept. The official trailers for films such as Cast Away and Captain Phillips showcase major set pieces and plot twists sequentially. Whereas other trailers, such as this trailer for Zack Snyder’s “Man of Steel” film build up suspense without spoiling certain key scenes.
As fans gear up for the impending release of promotional materials for the “Man of Steel” sequel, it will be interesting to see whether the new guidelines will affect the films marketing. With official confirmations of the inclusion of certain characters, like Batman and Wonder Woman, will we get to see them prior to the film’s release? Only time will tell.