So yeah, this is happening:
In a move sure to ignite plenty of debate in Hollywood, the National Association of Theater Owners has released voluntary guidelines calling for movie trailers to be no longer than two minutes — 30 seconds shorter than is the norm.
The guidelines also specify that a trailer 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.
via Theater Owners Enact New Guidelines Calling for Shorter Movie Trailers – The Hollywood Reporter.
A couple thoughts:
One: This has to also be about in-theater advertising at some level. If they can cut down the time the trailers take it’s more likely that time would be filled by additional ads and not used to speed up getting to the feature film.
Two: I still don’t get why there aren’t more “internet-only” trailers that are created that go outside the 2.5 minute restrictions. If studios can’t put the trailer they really want in theaters, they can still put it on their own sites. Come on, this is no-brainer.
A great piece on how movie trailers have evolved over the years and why trailers from just 10 or 15 years ago seem hopelessly square and odd by today’s standards. Absolutely worth reading and here’s the story’s thesis statement:
Ultimately, it’s because a trailer is built around the advertising ideas and dominant media of its time. In other words, a trailer is as much a product of its media environment as it is reflective of the film it’s selling.
via Why Classic Movies Have Terrible Trailers – Adrienne LaFrance – The Atlantic.
The list isn’t huge – though a later update adds Noah to the list – since studios may be playing a longer game and looking at less expensive events later in the year. A stark change from seven or eight years ago, when it seemed a full quarter of Super Bowl ads were for movies.
Instead, all of the tentpoles without Super Bowl pushes will get promoted elsewhere — perhaps during the upcoming Winter Olympics, which will also attract a massive audience and cost slightly less for airtime. Or their studios will go straight to the Web with trailer launches, a move that will quickly get the ads shared to audiences via social media and prove more cost effective.
via Which Movies are In, Out of the Super Bowl | Variety.
On the one hand, this feels a little bit like going back to the well in this first clip from The Trip to Italy, the sequel to 2010′s The Trip. On the other hand, when it’s as good as this who the hell cares.
And here’s the bit from the first movie.
This is the second story I’ve read recently about Fizzology and their work mining social media sentiment for Hollywood studios.
Handley and her analysts found a surprise: The film, which hadn’t yet been released, was drawing buzz on Twitter among college students. Not only that, but much of the social media conversation was coming from men–and Universal had previously banked on the film, whose biggest stars were actresses, primarily attracting a core female audience of Glee fans. They unexpectedly discovered that many people paying attention to Pitch Perfect on Twitter didn’t appear to mention Glee on social media, and that an unexpectedly large number of positive tweets came from males who had attended screenings with women in the expected core audience.
via “Pitch Perfect” And How Analytics Are Transforming Movie Marketing | Fast Company | Business + Innovation.
Two separate stories about tracking buzz and anticipation for some upcoming movies:
First, Buzzfeed and Variety are working together to track social media buzz and headlines around the movies nominated for Golden Globes.
The BuzzFeed MovieTracker (methodology below) measured online interest for Dec. 15-29 and found “Wolf of Wall Street” racked up most page views for best picture drama, with Leonardo DiCaprio on top as lead actor.
More generally, the LAT reports on research from Fizziology about buzz for movies coming later in 2014 to see who’s getting strong word-of-mouth lifts.
Research firm Fizziology used social media data to rank the 10 most buzzed-about movies for the upcoming year and gave the top spot to “Divergent,” Summit Entertainment’s futuristic action-adventure coming out in March. The movie is getting “Hunger Games”-like buzz from young female fans of the young-adult book by Veronica Roth.
Huh. If I were still running a movie marketing blog I might have a field day with this news.
Once an afterthought filmed with cue cards after a picture wrapped (hence the term “trailer”), the coming attraction has become Hollywood’s primary marketing salvo, a staple of Super Bowl commercials and YouTube, where surfers watched 1 billion trailers the first three quarters of 2013, the most recent figures available.
via After 100 years, movie trailers are still must-see viewing.
This isn’t all the shocking. I’ve seen tweets pulled for trailers and posters in the past. But I guess it’s a big deal, necessitating no end of media hand-wringing, when they’re used in a paid ad placement and when the quote in question comes from a big-name critic.
In a case of the digital snake eating its own tail, the New York Times ran a full-page print advertisement on Saturday that featured a single tweet from its critic, A.O. Scott, flacking the movie “Inside Llewyn Davis.”
via New in Movie Marketing: The Printed Tweet | Re/code.
I could say more, but I’ll just include the new trailer for Muppets Most Wanted, which either intentionally or not offers some meta-commentary on the situation.
This is an amazing data visualization of dominant color hues in movie posters over the last 100 years. Read all the details on how this was created.
Vijay Pandurangan » Colours in movie posters since 1914.