NATO, on behalf of our Executive Board and general membership, emphasize that these guidelines will evolve in response to technological innovations, marketing and advertising trends, competition in the marketplace, and consumer demands. Furthermore, the guidelines are completely voluntary and will be implemented through individual exhibition company policies, which may vary. NATO will serve simply as an information clearinghouse where distributors may notify the industry of their desire to exercise an exemption under the guidelines.
These guidelines affect any advertising campaigns for movies scheduled for domestic release on or after 1 October 2014.
MARKETING LEAD TIME
- All marketing materials (trailers, printed materials, standees, digital posters, clings, display cases, mobiles, and all other in-theater advertising) should include the targeted theatrical release date of the film/event once the release date has been set.
- Cinemas will advertise a wide release film/event no sooner than 150 days with trailers and 120 days on all other marketing materials before its theatrical release date. Two exemptions per year per distributor (exemptions are granted per title and not per marketing material), based on theatrical release date. Advance notification of the intended use of an exemption must be given to NATO via email@example.com.
MARKETING LEAD TIME OVER 150 DAYS on TRAILERS
|TRAILER TITLE||DISTRIBUTOR||REQUESTED PLACEMENT||CAMPAIGN START||THEATRICAL RELEASE||EXEMPTION|
|GONE GIRL "B"||Fox||THE OTHER WOMAN||April 25, 2014||October 3, 2014||No|
|INTERSTELLAR #2||Paramount||GODZILLA||May 16, 2014||November 7, 2014||No|
|ALEXANDER AND THE TERRIBLE, HORRIBLE, NO GOOD, VERY BAD DAY #1||Disney||MILLION DOLLAR ARM||May 9, 2014||October 10, 2014||No|
|ANNIE #1||Sony||MUPPETS MOST WANTED (Disney)||March 7, 2014||December 19, 2014||No|
|PADDINGTON #1||Weinstein||MUPPETS MOST WANTED (Disney)||March 7, 2014||December 12, 2014||Yes, good through the theatrical run for all placement|
|PEANUTS Theatrical Teaser Trailer A - 3D Version||FOX||RIO 2 (Fox)||April, 11 2014||November 6, 2015||No|
|ANNIE #1||Sony||RIO 2 (Fox)||April, 11 2014||December 19, 2014||No|
|ANNIE Theatrical Teaser: Digital Final #3||Sony||HOW TO TRAIN YOUR DRAGON 2 (Fox)||June 13, 2014||December 19, 2014||No|
|ANNIE Theatrical Teaser: Digital Final #3||Sony||WHEN THE GAME STANDS TALL||August 22, 2014||December 19, 2014||No|
|THE WEDDING RINGER Theatrical Teaser #1 - Digital Cinema Final||Sony||THINK LIKE A MAN TOO (Sony)||June 20, 2014||January 16, 2015||No|
|KINGSMAN: THE SECRET SERVICE Theatrical Teaser: Digital Final C||Fox||XMEN: DAYS OF FUTURE PAST (Fox)||May 23, 2014||October 24, 2014||No|
|HOME Theatrical Teaser: Digital Cinema Final #A 3D||Fox||HOW TO TRAIN YOUR DRAGON 2 (Fox)||June 13, 2014||November 14, 2014||No|
|PADDINGTON Theatrical Teaser: Digital Final #2||Weinstein||HOW TO TRAIN YOUR DRAGON 2 (Fox)||June 13, 2014||November 14, 2014||Yes, good through the theatrical run for all placement|
|PENGUINS OF MADAGASCAR Theatrical Teaser: Digital Cinema Final #A 3D||Fox||HOW TO TRAIN YOUR DRAGON 2 (Fox)||June 13, 2014||March 27, 2015||No|