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David Poland

By David Poland poland@moviecitynews.com

Interesting Marketing Turn

In the last couple of years, we have seen an effort by the studios to run red band trailers online, only to be thwarted by the MPAA, which has forced them to run the trailers only after 10p eastern with a sign in.
Sony seems to have come up with a solution. They are running red bands for The Brothers Solomon and Superbad with a sign-in that checks you against your DMV records. So you can’s make up a name or a birthdate and get in. (You could use your parent’s, I guess.)
So is this simply smart on their part… or will there be whinning about invasion of privacy?
The Trailers
Superbad
The Brothers Solomon
And did I mention… I find both trailers very funny, The Bros Solomon surprisingly so?

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28 Responses to “Interesting Marketing Turn”

  1. Eddie says:

    You can see R rated movies at 17, but you have to be 18 to watch the trailers to them? Odd.
    It’s not an invasion of privacy, I guess, since you’re going to them and not them to you. Still seems silly though.

  2. jesse says:

    Eddie, I believe that several years back, the MPAA quietly changed the R-rated policy from “no one under 17” to “no one 17 and under” … I could be wrong about that, though.

  3. will-o says:

    It doesn’t really count as an invasion of privacy, because the fine print tells you they’re doing it, and no one is forcing you to watch; ie. it’s your own choice. The problem as I see it is that not everyone has a DMV record …. like say, those of us in Canada. How are we supposed to watch?

  4. Eddie says:

    I believe that several years back, the MPAA quietly changed the R-rated policy from “no one under 17” to “no one 17 and under”
    Haha, seriously? So what’s NC-17 then? Man, I’m happy I don’t have to deal with this stuff anymore.
    ..Although apparently now I do.

  5. jesse says:

    Well for the R, both “no one under 17” and “no one 17 and under” refer to the restrictions for entering without a parent, not at all. I forget if NC-17 means no one under 17, or no one 17 and under. Maybe that was the one that got changed, or maybe they both were… I’m confusing myself now!
    So really, kids should be able to watch the red-band trailers if adults are present. 😉 (I’m joking, but I guess an adult could enter his or her name and birthdate for the kid to give permission… though as Dave points out, most kids probably do know their parents’ birthdays and zip codes.)

  6. Eric says:

    This is great publicity for the first trailer (or the first two trailers) to do it. After that, it’s obnoxious and counter-productive.

  7. DaveVanH says:

    will-o
    If you go to Tribute.ca you can watch the redband trailer there after just entering your birthday, with no verification as to how you actually are. The MPAA rules don’t apply in Canada.

  8. a1amoeba says:

    Please won’t someone think about the children??? I say raise the age to 21! Can’t we shield them from the obscenities that Hollywood keeps forcing down our kids throats? If we don’t stop this onslaught our kids are going to turn into a bunch of evolution-believing non-gay-bashing immigrant-tolerant wimps. Pshaw!!!

  9. The Carpetmuncher says:

    And it’s not “a parent,” it’s an “adult” for R movies if I’m not mistaken. Or am I mistaken?
    I still remember going to see The Doors when it came out and I was like 16 but my friend was 18 – and this was the first movie I remember them ever taking the restricitions seriously, because of drug use and sex – and my friend just acted like the adult and we walked in! Fun times!

  10. jesse says:

    I think what qualifies as “adult” might vary from theater to theater (of course, MPAA rules themselves aren’t *laws* though some theaters pretend they are). I once called a theater asking about whether I could take my sub-18 sister to a Matrix movie, and they said it was OK cause I was 21+ (not 18+ — that would’ve been a sweet loophole towards the end of high school!). But I’m sure that’s not a hard/fast rule.
    My best young-MPAA rating story: So my best friend and I went to see Desperado, August ’95. He was about to turn 16; I was about to turn 15. Our parents didn’t care; they dropped us off and picked us up and knew what we were seeing. However, the older lady at the counter cared. So when my friend is like, “one for Desperado,” she asks him “are you 17?” We’d never been hassled about this before (we’d gotten into Die Hard 3 no questions asked a few months earlier), so he panics and says “uh, no” and she says no dice. I’m right after him in line, so once he’s out of the way, I go up and say “um… two for Desperado?” The lady asks if I’m 17. I say yes. She asks if I’m buying the other ticket for someone under 17. I say no.
    She sold me the tickets, but when I did, indeed, take my “under 17” friend in with me, she sent someone in to kick us out. My poor dad had to take me to see Desperado the next weekend.
    To paraphse Ghostbusters: if someone asks if you are 17… you say YES!

  11. DelmerDarion says:

    A quick look at MPAA.org reveals that an R rating requires anyone under 17 to have an accompanying parent, and an NC-17 rating states that no children 17 and under will be admitted. So if you’re 17 you’re allowed to see R-rated movies by yourself but you still won’t be admitted to one rated NC-17.
    As for the authorization system, I remember running into it (and circumventing it) a few years ago while visiting the Bacardi website as a young college student. Funny enough, it looks like they’ve gone back to the old “trust me” way of entering your age.

  12. EDouglas says:

    Yeah, what if you don’t have any DMV records? Dammit.

  13. Bart Smith says:

    The MPAA ratings are merely a guideline anyway and not an enforceable law. Theatres have individual policies regarding how they handle this, and some states may have their own laws that are tied to the MPAA guidelines.

  14. Cadavra says:

    The phrasing was changed to “17 and under” because “under 17” was ambiguous; i.e., is 17 okay or not? I was there, and when Valenti said it would now be “17 or under,” I spoke up, “And.” He looked at me: “I beg your pardon?” Me: “And. 17 AND under.” He pondered for a moment, and then said, “By God, you’re right! ‘And’ it is.” And then he pointed at me and added, “Grammarian!” Correcting Jack Valenti on a matter of language is one of the sterling highlights of my feeble life.

  15. The Carpetmuncher says:

    That’s a great story, Cadavra. Nice work!

  16. montrealkid says:

    Interesting move on Sony’s part but for folks outside of the United States – like me – it makes viewing the red band trailers impossible.
    That said, I managed to catch the Solomon Brothers redband trailer on YouTube before it was pulled and it’s nearly identical to the theatrical trailer except with some f-bombs thrown in. That said, it looks very funny though I think lazier critics will unfairly compare it to Knocked Up when reviews start rolling out.
    And anything with Michael Cera has me there. That kid is turning out to be one of Hollywood’s biggest suprises.

  17. Hallick says:

    “Yeah, what if you don’t have any DMV records? Dammit.”
    And what if you’re Paris Hilton and your licence is suspended? Do you get sent back to jail for watching the red band trailers with it? OH THE HUMANITY!

  18. Red says:

    Doesn’t help if you live in the UK either, what are the rules for overseas nations?

  19. westpilton says:

    I live in Canada so the only zip code I know is 90210. The only person for sure who I know lives there is Tori Spelling, so I got her birthday from IMDB. Worked. Took 20 seconds. I liked the Superbad trailer a lot. “what’s it like to have a gun?”

  20. JVD says:

    I was once denied a ticket for Amistad at the ripe age of 16 by a particularly loathsome General Cinemas employee. Amistad, dude.
    The funny thing about that was, it was the same weekend Scream 2 was opening and unaccompanied 12-year-olds were being sold tickets for that slasher flick. Needless to say, I had to search out somebody to buy an extra two tickets to Amistad for me and my buddy. Needless to say, this was difficult because the movie was, well, Amistad.
    The point is historical films depicting slavery = bad for a 16-year-old. Portia de Rossi getting her throat slit = just fine.

  21. jeffmcm says:

    PdR doesn’t get her throat slit. You’re thinking of Jamie Kennedy (spoilers!)

  22. “Interesting move on Sony’s part but for folks outside of the United States – like me – it makes viewing the red band trailers impossible.”
    That’s because the trailer is meant for American consumption. I’m sure the foreign trailer will be even raunchier than the American red-banded one.

  23. JVD says:

    Thanks, jeffmcm. Those flicks have kinda blended together. Perhaps Portia is on my mind because of the Arrested Development marathon I’ve been having. What a wonderful show, and Will Arnet’s finest hour to date.

  24. The Carpetmuncher says:

    Stand By Me was Rated R when it came out. Can you imagine?

  25. Cadavra says:

    So was WOODSTOCK. Hall Of Fame Irony: people who were actually THERE couldn’t see themselves in the movie without their parents!

  26. So, what? If you use the internet but don’t live in America you’re denied access? THANK A LOT, WANKERS.

  27. David Poland says:

    The distribution of press materials in every country at once is a challenge that all the studios are facing.

  28. RudyV says:

    Maybe I’m showing my age here, but when watching the SUPERBAD trailer did anyone else have an ARTHUR flashback? I mean, it’s kinda funny the first time through, but on repeated viewings it’s rather sad and pathetic–“Hey, look at the fat alcoholic kid who wants to be a date rapist, heh, heh…yeah.”

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