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According to The Hollywood Reporter, Regal Cinemas has notified movie studios that it will permit "red band" movie trailers, which contain material that might be offensive to certain viewers, including language, nudity, violence, or other material.
The move by Regal Entertainment Group, which operates 6,388 screens in 39 states and the District of Columbia, likely will lead to similar decisions at a number of the nation's other major chains.
The news was received enthusiastically by distributors who have had to promote such R-rated comedies as "Knocked Up" and "Superbad" with sanitized, green band trailers tailored for general audiences.
"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."
Such red band trailers can only be shown before R-rated, NC-17-rated, or unrated movies, and must contain a warning about the trailer being approved "for restricted audiences only."
An example given in the article of a case where a red band trailer would have been appropriate for the movie Superbad to be shown before Knocked Up. Both movies are R-rated, and contain material that wouldn't be appropriate for all audiences. It makes sense that, in a situation like this, that a movie trailer be allowed to convey the full tone of the movie being publicized, especially to an audience that is going to be seeing a movie with similar content.
Red band trailers are available on many movie web sites, and they are usually placed behind age verification walls and/or restricted to being shown during nighttime hours. We've linked to a few red band trailers in our Trailers & Videos pages, with the most recent example being Forgetting Sarah Marshall.
As long as theaters are careful about the trailers they are putting on movies, this move shouldn't be a problem. The first time a red band trailer is put before something of the likes of Horton Hears a Who, you can bet it's going to make headlines!
Click the Read link below for the full Hollywood Reporter article via Reuters.
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