I don’t know how long it’s been de rigeur for U.S. theatres to run about 20 minutes worth of trailers and ads before a film. I seem to recall that the norm was more like 10 to 12 minutes a decade ago. I know that two and half years ago I linked to Marshall Fine‘s complaint about having been subjected to 20 minutes’ worth of ads and trailers at a New York-area AMC theatre. I reported in the same piece that I sat through 27 minutes worth of trailers and consumer ads before seeing Very Bad Trip 2 at the Pathe Wepler in Paris.
The latest assessment is contained in a just-posted Hollywood Reporter story about exhibitors caling for shorter trailers. Reporter Pamela McClintock states that “it’s not uncommon for many circuits to play seven or eight trailers before a film [which] translates to 17.5 minutes to 20 minutes, on top of in-house advertising.”
Trailers are aimed at the lowest common denominator, which is why they’re generally artless, numbing and often depressing. (Intriguing trailers pop up but very infrequently.) Run-of-the-mill trailers mainly convince you not to see a film rather than vice versa. By the time you’re sat through 20 minutes of trailer torture you’re much less open and receptive to whatever the feature may hold. And you’re paying for this. You’re paying $12 to $15 a head to be turned off and numbed out.