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Theater owners implement new guidelines to shorten movie trailers

Jan. 27, 2014by: Paul Shirey

Well, it looks like you may start seeing shorter trailers for Hollywood films. That is, if the National Association of Theater Owners (NATO) have anything to say about it. The group has spent months developing new guidelines that would shorten movie trailers, as well as other marketing techniques, having met with many of the studios in an attempt to create reasonable parameters.

Here's the rundown of the "voluntary" guidelines:

- Trailers can only be shown for a movie within five months of its release.

- Trailers can be no longer than two minutes -- 30 seconds shorter than is the norm.

- Trailers cannot be shown for a movie more than five months before its release. Nor can marketing materials be displayed inside of a theater for a film more than four months away from release.

- Distributors will be given two exemptions a year on both trailer length and marketing lead time.

- The new guidelines would apply to titles opening on or after October 1, 2014.

Of course, there are studio concerns when making this kind of implementation:

"Although the guidelines would be voluntary, studios fear that an exhibitor could cite the new policy in refusing to play a trailer that is longer than two minutes. They also worry that some theater owners will respond to the shorter time by simply running more trailers, many of which studios pay exhibitors to play."

So, does this mean we will see shorter trailers later this year? It sounds very likely, but the whole "voluntary" aspect leaves quite a bit of wiggle room. Personally, I wouldn't mind seeing less trailers ahead of a movie, rather than shorter ones. While the average moviegoer may go cuckoo for a "new" trailer, the internet has rendered that excitement a little moot, as most folks have seen all the trailers on the web long before they ever enter the theater. It's still cool to see some of them on the big screen but, more often than not, I'm just waiting for the movie to start. This new initiative may well put the kabosh on the recent "extended" trailers, such as last year's 3.5 minute FAST & FURIOUS 6 trailer, as well as a host of others. That said, I wouldn't complain of a 3.5 minute STAR WARS: EPISODE VII trailer, but that's just me.

What do you think? Should there be a limit set on trailer length as well as when marketing materials can be displayed in a theater? Let's hear it!

Source: THR

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4:04AM on 01/29/2014
I always fid that the best trailers are the shorter ones. Also love trailers (this is rare) where they just put one scene from the movie as the trailer.
Shorter trailers, means more short trailers to fill the time and I'm fine with this because 90% of the final trailers today spoil the whole gawd damn movie for me!
I always fid that the best trailers are the shorter ones. Also love trailers (this is rare) where they just put one scene from the movie as the trailer.
Shorter trailers, means more short trailers to fill the time and I'm fine with this because 90% of the final trailers today spoil the whole gawd damn movie for me!
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12:40PM on 01/28/2014

Good

Now maybe studios will be forced to NOT shown the whole goddamn movie in two minutes thus ruining any surprises that could have been discovered while viewing the actual film.
Now maybe studios will be forced to NOT shown the whole goddamn movie in two minutes thus ruining any surprises that could have been discovered while viewing the actual film.
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-2
12:31PM on 01/28/2014

Leave the trailers alone! The problem is not the trailers it's the ads and not starting the trailers on time. Big releases deserve to have longer trailers.

Movie Previews are like the snooze button on an alarm. The movie is scheduled to start at 7pm, but you get an extra 15 minutes in case your late or need more time to get popcorn. Movie trailers have saved me multiple times from missing the beginning of a film. If anything cut down on the annoying ads and get rid of the pre-movie entertainment specials.
I remember when most trailers were 2 minutes or shorter. It was the big budget money films which would have extended trailers to get people
Movie Previews are like the snooze button on an alarm. The movie is scheduled to start at 7pm, but you get an extra 15 minutes in case your late or need more time to get popcorn. Movie trailers have saved me multiple times from missing the beginning of a film. If anything cut down on the annoying ads and get rid of the pre-movie entertainment specials.
I remember when most trailers were 2 minutes or shorter. It was the big budget money films which would have extended trailers to get people more interested. Trailers are sometimes the best part about going to the movies, I fear seeing movie previews will become an online only feature in the next 10 years.
Has anyone even wondered why people get tired of previews? Cause a lot of them are not very good these days, nor are the films the trailers for for.
Also, has no one figured out how trailers are presented? On a film's opening weekend, there are about 20 minutes of previews, for a film that has been out for a while only about 10 minutes of previews.
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10:54AM on 01/28/2014

Show Less Trailers!

The length is not the issue. Its the number of trailers they show before a movie. I went to AMC recently for a movie and sat throughout almost 30 minutes of trailers! Yes, 30 minutes! add in a couple of commercials and you are sitting there at the showings "start time" waiting 40 minutes for the movie to start.

It should go back to the good old days where they played 3 or 4 trailers in front of a movie based on what movie you went to see and not play every new trailer that's out there!
The length is not the issue. Its the number of trailers they show before a movie. I went to AMC recently for a movie and sat throughout almost 30 minutes of trailers! Yes, 30 minutes! add in a couple of commercials and you are sitting there at the showings "start time" waiting 40 minutes for the movie to start.

It should go back to the good old days where they played 3 or 4 trailers in front of a movie based on what movie you went to see and not play every new trailer that's out there!
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9:37AM on 01/28/2014
This is something that my wife and I talk about every time we go to the movies these days. I love, love, love movies but I am really getting fed up with the amount of trailers shown before the movie. Throw in advertisements and it gets out of control. In the last 6 months, there were two different occasions where I timed it and from the moment the lights went down to the beginning of the movie was over 20 minutes. At 'The Wolverine' they ran 8 trailers and 3 commercials. I get it, they
This is something that my wife and I talk about every time we go to the movies these days. I love, love, love movies but I am really getting fed up with the amount of trailers shown before the movie. Throw in advertisements and it gets out of control. In the last 6 months, there were two different occasions where I timed it and from the moment the lights went down to the beginning of the movie was over 20 minutes. At 'The Wolverine' they ran 8 trailers and 3 commercials. I get it, they need to make money... but come on. That was overkill.
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9:30AM on 01/28/2014
Trailers are fine but my cinema shows so many ads.
Trailers are fine but my cinema shows so many ads.
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+3
6:02AM on 01/28/2014

Okay, two things come to mind

First, trailer length isn't the issue. As many have stated below spoilery trailers are the issue. Give enough of the film to pique our interest but don't give away huge plot points. Next, I agree with others below, if it is a timing issue stop playing damn Coke or Sprite ads. I guarantee people have already heard of these products so the commercial isn't some eye opener. In my 40+ years I have never seen somebody see a Coke ad appear then run out of the theater to buy one.
First, trailer length isn't the issue. As many have stated below spoilery trailers are the issue. Give enough of the film to pique our interest but don't give away huge plot points. Next, I agree with others below, if it is a timing issue stop playing damn Coke or Sprite ads. I guarantee people have already heard of these products so the commercial isn't some eye opener. In my 40+ years I have never seen somebody see a Coke ad appear then run out of the theater to buy one.
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4:42AM on 01/28/2014
Shouldn't the focus be on ensuring a trailer doesn't spoil a film before it can be seen by the public? That seems to be a more pressing issue than removing 30 seconds from the length. It makes no difference to me how long a trailer is if it does its job effectively.

Also, I hope this doesn't prohibit the amount of teaser trailers for films a long way from release those are often the most creative and enjoyable.
Shouldn't the focus be on ensuring a trailer doesn't spoil a film before it can be seen by the public? That seems to be a more pressing issue than removing 30 seconds from the length. It makes no difference to me how long a trailer is if it does its job effectively.

Also, I hope this doesn't prohibit the amount of teaser trailers for films a long way from release those are often the most creative and enjoyable.
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+2
1:06AM on 01/28/2014
Trailers have become spoilers. More often than not, if I'm watching a trailer, I don't feel the need to see the movie anymore, as I've seen one too many explosions, a few plot twists and some stupid one liners. Trailers have lost their touch. so I don't care about this news, as I simply refuse to watch trailers in general.
Trailers have become spoilers. More often than not, if I'm watching a trailer, I don't feel the need to see the movie anymore, as I've seen one too many explosions, a few plot twists and some stupid one liners. Trailers have lost their touch. so I don't care about this news, as I simply refuse to watch trailers in general.
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12:58AM on 01/28/2014

HAHAHAHAHAHAHAHAHA

None of this is gonna happen.
None of this is gonna happen.
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11:04PM on 01/27/2014

WHAT THE HECK

what the heck is the benefit to shorten the trailers? Most people like the trailers anyhow...you want to do some justice for your viewers? CUT OUT THE DAMN LAME COMMERICALS! Nobody wants to sit though commericals once the theater really gets dark.
what the heck is the benefit to shorten the trailers? Most people like the trailers anyhow...you want to do some justice for your viewers? CUT OUT THE DAMN LAME COMMERICALS! Nobody wants to sit though commericals once the theater really gets dark.
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11:34PM on 01/27/2014
The idea is to cut off 30 seconds for each trailer, which would end up being probably around 3 minutes, and added in more commercials to make more money.
The idea is to cut off 30 seconds for each trailer, which would end up being probably around 3 minutes, and added in more commercials to make more money.
9:28PM on 01/27/2014
Unrelated, but I'm kind of sad that the Hobbit: Desolation of Smaug trailer won't be showing in theatres any more because I derived some weird joy from yelling "KHAAAANNNN!" at the end. Well, whisper-yelling.
Unrelated, but I'm kind of sad that the Hobbit: Desolation of Smaug trailer won't be showing in theatres any more because I derived some weird joy from yelling "KHAAAANNNN!" at the end. Well, whisper-yelling.
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8:21PM on 01/27/2014
An exemption should be made for the advance teaser usually put on a big release for a film a year away.
Also a big question, does Disney only allow trailers for other Disney films to be shown with their films? Whenever I see a Disney movie it seems like I see every Disney trailer available with it but almost never a non Disney trailer.
An exemption should be made for the advance teaser usually put on a big release for a film a year away.
Also a big question, does Disney only allow trailers for other Disney films to be shown with their films? Whenever I see a Disney movie it seems like I see every Disney trailer available with it but almost never a non Disney trailer.
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+6
7:06PM on 01/27/2014

i'll shoot ya straight

I use those 15 minutes of movie trailers to my advantage. Gives me enough time to pipe down a couple doobies in the parking lot. hehe
I use those 15 minutes of movie trailers to my advantage. Gives me enough time to pipe down a couple doobies in the parking lot. hehe
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+1
6:21PM on 01/27/2014

Question:

In your country, how much time do the trailers and commercials take before the film starts?
Because in my country (Hungary) it's 15 minutes, but in the UK, I noticed it could take half an hour.
In your country, how much time do the trailers and commercials take before the film starts?
Because in my country (Hungary) it's 15 minutes, but in the UK, I noticed it could take half an hour.
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5:34PM on 01/27/2014
Sounds like NATO just wants more time for commercials and ads before the trailers. How about getting rid of that crap?!
And honestly, are ppl complaining about trailer lengths?
Sounds like NATO just wants more time for commercials and ads before the trailers. How about getting rid of that crap?!
And honestly, are ppl complaining about trailer lengths?
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+6
5:17PM on 01/27/2014
I don't care if they mandate shorter trailers as long as the time this saves doesn't go to showing that many more commercials. Looks like they conveniently neglected to leave that out of their guidelines.
I don't care if they mandate shorter trailers as long as the time this saves doesn't go to showing that many more commercials. Looks like they conveniently neglected to leave that out of their guidelines.
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5:10PM on 01/27/2014

Just Echoing What Others Already Said...

The problem is not the length, its the NUMBER...
Just limit the number and we're good, also NO ADVERTISING AFTER THE SCHEDULED SHOWTIME...
If the movie is supposed to begin ay 1:00 PM nothing but trailers and/or the movie after 1:00PM...
Before that show all the stupid commercials you want...
The problem is not the length, its the NUMBER...
Just limit the number and we're good, also NO ADVERTISING AFTER THE SCHEDULED SHOWTIME...
If the movie is supposed to begin ay 1:00 PM nothing but trailers and/or the movie after 1:00PM...
Before that show all the stupid commercials you want...
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4:53PM on 01/27/2014

My problem is that they're not doing this to cut back on the number of trailers they show.

It's so they can cram more commercials in before the trailers. Because they know that it's already 20 TO 30 MINUTES OF COMMERCIALS AND TRAILERS BEFORE THE AVERAGE MOVIE. And they don't feel they can cram anymore without it getting "out of hand". So instead they want shorter trailers, so they can still show 7 trailers, but GAIN EASILY 4-5 minutes that they can show just full on Commercials.
It's so they can cram more commercials in before the trailers. Because they know that it's already 20 TO 30 MINUTES OF COMMERCIALS AND TRAILERS BEFORE THE AVERAGE MOVIE. And they don't feel they can cram anymore without it getting "out of hand". So instead they want shorter trailers, so they can still show 7 trailers, but GAIN EASILY 4-5 minutes that they can show just full on Commercials.
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+2
4:21PM on 01/27/2014
While I don't have an opinion on the timeframe for marketing materials being displayed, I'm all for shorter trailers. They show too much, which is why I usually only watch the teaser and the very first trailer that's released. Once you get past that they get more spoiler heavy.

Honestly I would stop at teasers. If you can sell a movie with an intriguing 30 second teaser you're doing it right.
While I don't have an opinion on the timeframe for marketing materials being displayed, I'm all for shorter trailers. They show too much, which is why I usually only watch the teaser and the very first trailer that's released. Once you get past that they get more spoiler heavy.

Honestly I would stop at teasers. If you can sell a movie with an intriguing 30 second teaser you're doing it right.
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+11
4:08PM on 01/27/2014

screw them

how about less commercials and bullshit advertising, I mean holy fuck they have commercials in movies now, are you fucking serious? Guarantee that's next, they are gonna want to bring back intermissions and will just stop the movie halfway through. For gods sake show a few trailers, play the movie, end of story.
how about less commercials and bullshit advertising, I mean holy fuck they have commercials in movies now, are you fucking serious? Guarantee that's next, they are gonna want to bring back intermissions and will just stop the movie halfway through. For gods sake show a few trailers, play the movie, end of story.
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3:45PM on 01/27/2014
I'm actually only red on this because it means the indies will get pushed around a lot more because of it. I think trailers should be no more than two and a half minutes long. I'm not gonna deny I liked the heck out of that 3-minute Man of Steel trailer, but I also rather resent the five-minute trailers. Perhaps at Comic-Con, or they could release them simultaneously with the movies (like, if you liked what you saw here, this film is in theaters now). What I think few studios will sign on for
I'm actually only red on this because it means the indies will get pushed around a lot more because of it. I think trailers should be no more than two and a half minutes long. I'm not gonna deny I liked the heck out of that 3-minute Man of Steel trailer, but I also rather resent the five-minute trailers. Perhaps at Comic-Con, or they could release them simultaneously with the movies (like, if you liked what you saw here, this film is in theaters now). What I think few studios will sign on for is promoting their movies no more than five months ahead of time. I'm not someone who needs to see a teaser for what's coming out summer a year from now, but a lot of people do like that bit of promotion.
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+2
3:34PM on 01/27/2014
LAME!
LAME!
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3:32PM on 01/27/2014
Just show 4 trailers and start the f'ing movie. Idiots.
Just show 4 trailers and start the f'ing movie. Idiots.
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-11
3:19PM on 01/27/2014
I say just put them in the middle of the movie. A lot of people seemed to like that when they tested it with Tarantinos Grindhouse.
I say just put them in the middle of the movie. A lot of people seemed to like that when they tested it with Tarantinos Grindhouse.
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10:58AM on 01/28/2014
Technically that was in-between 2 movies not in the middle of 1.
Technically that was in-between 2 movies not in the middle of 1.
3:04PM on 01/27/2014
So instead of 2 or three trailers were going to get four or five to show us what they would have if the trailer was longer. I do agree with the timing of when they can be shown I hate seeing a trailer a year before it's released. Plus your goingto ssee a lot of trailers saying "for an extended look at our trailer go to our website" this really doesn't fix the fact that people would rather stay home and watch movies then spend 40 dollars for three tickets then 50 in consession food. II'd
So instead of 2 or three trailers were going to get four or five to show us what they would have if the trailer was longer. I do agree with the timing of when they can be shown I hate seeing a trailer a year before it's released. Plus your goingto ssee a lot of trailers saying "for an extended look at our trailer go to our website" this really doesn't fix the fact that people would rather stay home and watch movies then spend 40 dollars for three tickets then 50 in consession food. II'd rather them create an option yo watch at home like pay per view but they won't. Also too many teenagers sneaking in and texting in movies so why not just stay home
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3:00PM on 01/27/2014
What they really need to do is cut down the overall preview time. 20-25 minutes is way too much!
What they really need to do is cut down the overall preview time. 20-25 minutes is way too much!
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2:39PM on 01/27/2014
Is NATO like the dumbest organization or what? I would say quite a few people get more excited to see a certain movie because a particular movie trailer will be played in front of it. For us it wont matter because we know when trailers are released online, but there's still that audience that just doesn't pay attention to online marketing. If anything, cut the countless Coke, Toyota, Mazda, or President's Choice commercials that are insanely annoying now.
Is NATO like the dumbest organization or what? I would say quite a few people get more excited to see a certain movie because a particular movie trailer will be played in front of it. For us it wont matter because we know when trailers are released online, but there's still that audience that just doesn't pay attention to online marketing. If anything, cut the countless Coke, Toyota, Mazda, or President's Choice commercials that are insanely annoying now.
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2:29PM on 01/27/2014
This sounds like a good plan. a) this means we don't have an entire movie ruined for us, b) studios marketing can be controlled a lot more. It seems wasteful to have a movie being advertised in the theatre that doesn't open for another year. Meanwhile, indie films or smaller budgeted studio movies which are great fall through the crack because there's not enough room for their marketing material to be seen.

And also, the studio's concerns are total BS. Basically, they're against it
This sounds like a good plan. a) this means we don't have an entire movie ruined for us, b) studios marketing can be controlled a lot more. It seems wasteful to have a movie being advertised in the theatre that doesn't open for another year. Meanwhile, indie films or smaller budgeted studio movies which are great fall through the crack because there's not enough room for their marketing material to be seen.

And also, the studio's concerns are total BS. Basically, they're against it because now the theaters can charge the studios more money for marketing. I would feel bad if it weren't for the millions of dollars in profits studios get for movies. They can afford the additional charges from theaters IMO.
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2:21PM on 01/27/2014

three instead of two

So instead of a theatrical and TV trailer, we'll now also have a Web trailer. No biggie
So instead of a theatrical and TV trailer, we'll now also have a Web trailer. No biggie
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2:08PM on 01/27/2014
Just don't give away entire ****ing movies in trailers and I'll be happy. I say shorten the length to 90 seconds.
Just don't give away entire ****ing movies in trailers and I'll be happy. I say shorten the length to 90 seconds.
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2:02PM on 01/27/2014
Movie studios and theatre chains could both do paying movie-goers the same favor. We want a shorter period of time before the main attraction starts. Therefore, studios can do their part. They can provide shorter trailers that take less time and likely contain fewer spoilers. Moviefans do want to know about coming attractions, but the litany of trailers is out-of-hand before every feature. Theatre chains can do their part to make entertainment consumers happy. They can show fewer trailers
Movie studios and theatre chains could both do paying movie-goers the same favor. We want a shorter period of time before the main attraction starts. Therefore, studios can do their part. They can provide shorter trailers that take less time and likely contain fewer spoilers. Moviefans do want to know about coming attractions, but the litany of trailers is out-of-hand before every feature. Theatre chains can do their part to make entertainment consumers happy. They can show fewer trailers before any movie. As the article points-out, theatre chains can get more studio money if they run more trailers. However, this business practice is not a good one. The theatre-goer does not make money when the cineplex runs more trailers; therefore, the cineplex only pisses-off the customer when it wastes his time while making its money; therefore, the consumer is likely to go elsewhere for entertainment, such as watching movies at home; therefore, the theatre owners are not so smart for pursuing a business plan that alienates customers and sends them--and their money--away.
I would like to see three short trailers--well-made, short, and intriguing--before any movie. Then, I would like to see the show that I paid to see.
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1:59PM on 01/27/2014
Next can we stop the trailers for trailers they're stupid
Next can we stop the trailers for trailers they're stupid
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1:57PM on 01/27/2014
I can see this being beneficial considering a big complaint these days is trailers giving away too much of the movie.
I can see this being beneficial considering a big complaint these days is trailers giving away too much of the movie.
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+19
1:50PM on 01/27/2014

Huh?

Of all the problems that modern theaters have, trailers just isn't one of them. I can't speak for anyone else, but for myself I actually enjoy trailers as part of the overall movie experience. There's many things that can be done to improve the movie going experience, but worrying about trailer length won't help at all.

Here's what I suggest.

Get rid of advertisements for Coca-Cola, Skittles, and Honda before the film. These are far more irritating than trailers can ever hope to
Of all the problems that modern theaters have, trailers just isn't one of them. I can't speak for anyone else, but for myself I actually enjoy trailers as part of the overall movie experience. There's many things that can be done to improve the movie going experience, but worrying about trailer length won't help at all.

Here's what I suggest.

Get rid of advertisements for Coca-Cola, Skittles, and Honda before the film. These are far more irritating than trailers can ever hope to be.

But the real problem with theaters, is with the cinema goers themselves. Cinema etiquette has severely degraded over the last decade or so. Members of the audience now talk freely during movies, kick seats in front of them, open up their cell phones, and so forth. More and more people are treating the theater as though it's their living room. Until the cinema etiquette improves, I don't think you'll see a big rush to the theaters anymore.

Additional problems would include the preposterous cost for admission and concessions, and allowing minors and small children into R rated films.


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1:52PM on 01/27/2014
Shortening trailer length will mean less spoilers in trailers, something that IS a big problem.
Shortening trailer length will mean less spoilers in trailers, something that IS a big problem.
4:06PM on 01/27/2014
Yes, I can see spoilers in trailers being a problem, though I don't think that's intrinsically linked to a trailer's length.
Yes, I can see spoilers in trailers being a problem, though I don't think that's intrinsically linked to a trailer's length.
1:50PM on 01/27/2014
Good. Now just don't make it voluntary, make it required. What's the fucking point of these guidelines if they're voluntary?
Good. Now just don't make it voluntary, make it required. What's the fucking point of these guidelines if they're voluntary?
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1:18PM on 01/27/2014
Fuck that, I say stop showing a thousand goddamn car commercials before the trailers since I paid NOT to see commercials.
Fuck that, I say stop showing a thousand goddamn car commercials before the trailers since I paid NOT to see commercials.
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1:51PM on 01/27/2014
Where I live (and I mean at every theater within at least a 30 mile radius) the commercials are only shown before the start time, not after. Sucks for you.
Where I live (and I mean at every theater within at least a 30 mile radius) the commercials are only shown before the start time, not after. Sucks for you.
2:02PM on 01/27/2014
They stopped this pretty much near me, but I never had a problem with it. Its not like they were stopping the movie for a commercial break.
They stopped this pretty much near me, but I never had a problem with it. Its not like they were stopping the movie for a commercial break.
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