Theaters raise revenue and tensions by charging to show trailers

posted by Michael Zoldessy on February 26, 2013 at 7:45 am

The Los Angeles Times is reporting that theater chains are turning the tables on movie studios by being more aggressive on compensation for playing trailers. With Regal, two free trailers used to be standard but they’ve now cut it down to one?

Will other major chains follow and will independent owners ever have the clout to receive payments as well?

Comments (6)

Mikeoaklandpark on February 26, 2013 at 10:02 am

Please Regal here in NC shows at least20-30 minutes of previews which is so annoying.

chspringer on February 26, 2013 at 12:14 pm

2 trailers are all any theater should run. After that it makes people angry. We came for the feature, not a bunch of advertising.

JohnRice on February 26, 2013 at 11:13 pm

It’s not only the trailers! That fairly recent innovation, the pre-show 20 minute cavalcade of commercials masquerading as entertainment adds to my annoyance factor as much as the parade of trailers for movies most of which you couldn’t pay me to see. I prefer to get to our multiplex early to get good seats so there is no away to avoid that mammoth advertising bombardment.

By the time the feature FINALLY starts I’m starting to wish I’d waited for this flick to show up on Redbox so I can watch it in non commercial comfort on my HDTV at home! I mean did I pay $10.50 and another $10 for a SMALL popcorn and Coke for THIS?

HowardBHaas on February 27, 2013 at 4:47 am

Amen to JohnRice comment as to commerical preshow & concession prices. I also arrive early to chose my seats (which I prefer to do in person so I’m not asking for reserved seatings). And, I agree with Mikeoaklandpark that the chains who run 8-9 trailers are showing too many.

John Fink
John Fink on February 27, 2013 at 6:44 am

Yes mike – Regal has been increasing the number of trailers – 20 minutes is the new normal and I think it’s a tipping point. Before The Last Stand we saw 3 trailers for upcoming Bruce Willis films PLUS a Regal commercial (Go Big or Go Home!) featuring A Good Day to Die Hard. As a shareholder I’m glad they’re a profitable company, but as a customer I wish they’d do a 3-minute montage of upcoming movies for the month like Alamo Drafthouse does followed by 3-4 trailers and the feature.

Mikeoaklandpark on February 27, 2013 at 8:04 am

What is interesting is a woman sued Lowes in New Jersey on this issue and won in court and Lowes had to provide the exact time the movie was going to start not all the pre main feature junk.

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