The National Association of Theater Owners issued new guidelines for movie-makers this morning, asking that trailers be limited to no more than two minutes. For years, moviegoers have complained that the length of movie trailers before films were becoming way too long.
The trade group claims the guidelines are designed to “maximize the effectiveness and efficiency of the industry’s marketing efforts.” The new rules restrict marketing time for trailers to 150 days prior to a film’s release and 120 for all other in-theater marketing materials (film props/posters/etc). Each distributor will be allowed two exemptions per year to go over the marketing and trailer times.
“These guidelines will evolve in response to technological innovations, marketing and advertising trends, competition in the marketplace, and consumer demands,” The National Association of Theater Owners said. “The guidelines are completely voluntary and will be implemented through individual exhibition company policies, which may vary.”
The new guidelines officially go into effect for any film domestically released after October 1, 2014.
