Using both Harold and Kumar Escape from Guantanamo Bay and Pineapple Express as strong examples, it is no secret that mature audiences tend to enjoy red band trailers more so than their green counterparts. When a film is rated hard-R, the only way to get a proper taste is to be given a preview that fits the rating.
Regal Entertainment Group seems to agree, as the company has decided to permit restricted, red band trailers to play in its movie theaters.
Regal Agrees to Red Band
Considering that Regal is considered an industry leader in the movie theater biz, their move will likely begin a domino effect that will result in all the other theater companies following suit.
"This is going to be hugely helpful for us when we want to give targeted moviegoers a true sense of the kind of movies we are offering," said Adam Fogelson, Universal president of marketing and distribution. "I couldn't be happier or more grateful to the people at Regal for continuing the dialogue that has led to this decision."
Though studios have been making red band trailers long before the turn of the century, but theaters decided to drop the restricted previews after criticism from the FTC in 2000. One of the main problems was improper handling, resulting in red band trailers being shown inadvertently in front of a G or PG movie.
Having digital projectors, allow theater operators greater control and flexibility over the materials screening in each of their auditoriums, should correct this issue.
Now moviegoers watching R-rated films will have the opportunity to watch R-rated previews.
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