Con: The Four Month Rule
NATO isn't just hoping to limit the length of trailers, they wish to establish strict guidelines for
when studios can begin marketing their films to an audience. The report mentions something I call the "Four Month Rule," meaning that studios won't be allowed to market their movies theatrically until four months prior to their release. While I understand the intention behind this, I don't think it's such a great idea. Trailers represent a studio's best method to advertise a new film to casual moviegoers. Not everyone who goes to the movies follows this stuff as closely as someone like I would. Four months seems like a very short time to start a campaign for a new film, especially if it's a major tentpole. Take
Man of Steel for instance. Warner Bros. has a lot riding on this movie. They are looking for a new franchise to fill the void left by
The Dark Knight Rises and if all the rumors are to be believed, they'll also get the ball rolling on a shared DC Movie Universe if the public responds well to the Superman reboot. As you may recall, the promotion for Zack Snyder's film began last summer when the first
teaser trailer was attached to prints of producer Christopher Nolan's Batman finale. WB has released new trailers at different intervals during the pre-release period, culminating with the intense "Fate of Your Planet" clip, below. The slow marketing buildup has increased anticipation and this would not be possible if the Four Month Rule was in effect.
Pacific Rim is another great example. An original sci-fi film, WB needs to make sure their investment pays off. In order to draw people in, they need to introduce the film and its concepts early on so people know what it is. The first
Pacific Rim trailer was released in December during the busy holiday movie season, an ideal opportunity to market a new film. By planting the seeds way in advance, you increase the chances casual fans will show up for opening weekend. The Internet is a powerful tool for studios to use. But again, there's a large percentage of the moviegoing population that does not scout movie sites daily and stay up-to-date with all the latest info. It's very easy to ignore a trailer premiere on the web, but when you're sitting in the theater and have no choice but to watch what's being projected, it gives the studios a better chance of reeling in the casual fans who can make a film a bona fide blockbuster. Smaller dramas like last year's
Argo and
Silver Linings Playbook usually don't start their campaigns until a few months prior to release anyway. They wouldn't be impacted by the Four Month Rule, but expensive event films certainly would. Maybe NATO should consider a "blockbuster exception" and allow studios to market their big movies whenever they want because four months is a very short time to start advertising.