Trailers no more

Remember movie trailers in the olden days?

They promoted future movies to the captive audience waiting for the feature to begin, of course.  But they also gave the people who were running late another good 15 minutes to get to the theater.

Then the movie theaters added commercials before the trailers to make some extra dough, and suddenly movie audiences had a 20 minute window…which just made them later.

But today, movie trailers are become more and more the featured entertainment — a vehicle to get audiences in those pricey theater seats.

I’ll use “Twilight” as an example (sorry, but they do this stuff pretty well).

The “Eclipse” movie — third in the “Twilight” saga — is scheduled to hit theaters June 2010.  On Tuesday, Summit Entertainment released a 10 second “Eclipse” trailer as a “teaser” online.

Today they released the full 90 second trailer, and audiences who go see Robert Pattinson in “Remember Me” — opening this Friday nationwide — will see this “Eclipse” trailer on most prints.

Brilliant.  Summit is using the “Twilight” mania to drive audiences to “Remember Me.”  I’m sure a lot of these same people would have seen the movie anyway — since RPatz is the star — but the promise of footage of the upcoming “Eclipse” movie pretty much seals the deal.

My local AMC theater even advertises on their marquee when “Twilight” trailers are attached to films.  It’s whack…but it works.

Other films with equally rabid fan bases should pay close attention.

Those 90 second shorts can get butts in the seats.

One response to “Trailers no more

  1. The Artist Known as Prince

    A few years ago disgruntled moviegoers who had overdosed on trailers and ads brought a class action suit against Loews Cineplex Corp for falsely advertising start times. I don’t remember seeing a follow up story.

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