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EXECUTIVE<br />
SUITE<br />
Setting standards<br />
NATO’S IN-THEATER<br />
MARKETING GUIDELINES<br />
TAKE EFFECT<br />
by John Fithian,<br />
President and CEO, NATO,<br />
and Brigitte Buehlman,<br />
Director of Industry Relations, NATO<br />
The Executive Board of Directors<br />
of the National Association<br />
of Theatre Owners (NATO)<br />
voted to adopt a guide that will<br />
standardize in-theater marketing<br />
materials with the goal of driving<br />
movie ticket sales and creating<br />
a better moviegoing experience.<br />
Announced in late January <strong>2014</strong>,<br />
the voluntary guidelines went<br />
into effect immediately for any<br />
advertising campaigns being<br />
developed for movies scheduled<br />
for domestic release on or after<br />
October 1, <strong>2014</strong>. (Advertisements<br />
already in cinemas for such<br />
movies at the time the final<br />
guidelines were announced will be<br />
grandfathered.)<br />
n The process of creating these guidelines<br />
was not an easy one. In April 2013, NATO’s<br />
executive board voted to move forward with<br />
creating industry-wide guidelines to encompass<br />
marketing lead time for in-theater marketing<br />
materials; trailer length and placement; guest<br />
engagement methods; and film checker/auditor<br />
conduct. NATO met with the largest seven studios<br />
later in 2013 to discuss the guidelines. After<br />
some very engaged conversations, NATO took<br />
the constructive feedback we received and made<br />
significant modifications to the draft guidelines.<br />
Specifically, NATO substantially lengthened the<br />
marketing lead time requirement; added two<br />
exemptions per distributor per year for both<br />
trailer length and marketing lead time; and made<br />
other changes. A copy of the revised and final<br />
guidelines as adopted by the NATO Executive<br />
Board of Directors accompanies this article.<br />
Highlights from NATO’s In-Theater<br />
Marketing Guidelines include:<br />
All in-theater marketing materials should include<br />
the targeted theatrical release date of the<br />
film/event once the release date has been set.<br />
Cinemas will advertise a wide-release movie<br />
no sooner than 150 days with trailers and 120<br />
days on all other marketing materials before<br />
its theatrical release date. The final guidelines<br />
permit two exemptions per year per distributor<br />
based on the theatrical release dates for<br />
two movies.<br />
Trailers shall not exceed two minutes in<br />
length. The final guidelines permit two<br />
exemptions per year per distributor, with a<br />
maximum length of three minutes.<br />
NATO members appreciate that their studio<br />
partners strive to make the best use of marketing<br />
dollars by developing and distributing effective<br />
advertising materials to sell their movies. For the<br />
cinema environment, though, some marketing<br />
materials can be distributed too early to be<br />
optimally effective, and some trailers can be<br />
too long. Given the limits of time and space in<br />
theaters, and the desire to maximize sales to all<br />
movies in a fair and competitive environment,<br />
exhibitors believe these new guidelines can help<br />
the entire industry sell more tickets.<br />
Movie distributors own their movies. Motion<br />
picture exhibitors own their theaters. Exhibitors<br />
license the right to play features. But the time<br />
on screen before the feature, and the available<br />
space throughout the cinema complex, are<br />
owned and managed by the exhibitor. NATO’s<br />
members do not exercise any control over movie<br />
advertisements in other media outside of the<br />
cinema environment. To maximize the industry’s<br />
marketing efforts and to best promote competition,<br />
however, exhibitors must set the parameters<br />
for advertisements in their own cinemas.<br />
NATO, on behalf of our executive board<br />
and general membership, emphasizes that these<br />
guidelines will evolve in response to technological<br />
innovations, marketing and advertising<br />
trends, competition in the marketplace, and consumer<br />
demands. Furthermore, the guidelines are<br />
completely voluntary and will be implemented<br />
through individual exhibition-company policies,<br />
which may vary. NATO will serve simply as an<br />
information clearinghouse where distributors<br />
may notify the industry of their desire to exercise<br />
an exemption under the guidelines.<br />
Questions regarding the guidelines can be<br />
directed to Brigitte Buehlman at bgb@natoca.<br />
com.<br />
NATO IN-THEATER<br />
MARKETING GUIDELINES<br />
MARKETING LEAD TIME<br />
All marketing materials (trailers, printed<br />
materials, standees, digital posters,<br />
clings, display cases, mobiles, and all<br />
other in-theater advertising) should<br />
include the targeted theatrical release<br />
date of the film/event once the release<br />
date has been set.<br />
Cinemas will advertise a wide-release<br />
film/event no sooner than 150 days<br />
with trailers and 120 days on all other<br />
marketing materials before its theatrical<br />
release date.<br />
• Two exemptions per year per distributor<br />
(exemptions are granted per title<br />
and not per marketing material), based<br />
on theatrical release date.<br />
• Advance notification of the intended<br />
use of an exemption must be given to<br />
NATO via exemption@natoca.com.<br />
IN-THEATER PROMOTIONS &<br />
EVENTS<br />
All film marketing promotions and<br />
events (including project pictures and<br />
special screenings) require exhibitor<br />
home office approval. Please refer to<br />
individual exhibitor policies regarding<br />
approval, insurance, participation, etc.<br />
PRINTED AND DIGITAL<br />
MATERIALS AND STANDEES<br />
Negotiations of marketing materials will<br />
be coordinated between the distributor<br />
and the exhibitor’s home office.<br />
Installation of marketing materials will be<br />
coordinated between the installer and<br />
theater management.<br />
TRAILERS<br />
Two-Minute Trailer Length Limit<br />
Trailers shall not exceed two minutes<br />
in length. Two exemptions per year per<br />
distributor, with a maximum length of<br />
three minutes, based on the theatrical<br />
release date of the film being advertised.<br />
10 BoxOffice ® <strong>Pro</strong> The Business of Movies FEBRUARY <strong>2014</strong>