As regular readers of the Screengrab know, trailers that begin with a green band graphic are approved for all audiences, while those that begin with a red band (pictured here) may contain strong language, violence, sexual imagery and other “objectionable” material. Red band trailers are rarely seen in theaters outside of art-houses; they’re generally confined to the web, even if they’re advertising PG-13 fare. This causes headaches for the makers of raunchy comedies like Superbad, who are unable to fully showcase the crude pleasures their movies have to offer for an audience that has already paid to see, say, Knocked Up.
At the ShoWest convention last week, one major theater chain decided this is just a little silly. Regal Entertainment Group, which operates over 6000 theaters in the United States, “has made the decision to program red band trailers on a case-by-case basis,” Regal spokesman Dick Westerling told the Hollywood Reporter. One catalyst for the change was the ShoWest screening of the red band trailer for Universal’s Forgetting Sarah Marshall. According to the Reporter, “The movie's green band trailer establishes its premise and plot, while the red band trailer gives a much fuller taste of its raunchy humor and sexual calisthenics, and it had exhibitors laughing.” Well, of course. No one enjoys sexual calisthenics more than motion picture exhibitors.
Universal president of marketing and distribution Adam Fogelson is obviously thrilled with Regal’s decision, although he does seem to recognize some limitations. “For example, it would not be appropriate for a red band trailer for a movie like American Pie to run in front of Schindler's List. We all want to be smart and careful about the use of red band trailers, working closely with our partners in exhibition. We don't want moviegoers seeing material that is inconsistent with the movies they are going to see.”
Here’s that red band trailer for Forgetting Sarah Marshall. Enjoy the sexual calisthenics!
