When It Comes To Movie Trailers, Most Say Less Is More

While there is no official industry standard for how many trailers should play before a film, some theater chains offer their customers guidance on how long pre-film content will last: AMC Entertainment Holdings Inc. states on its website that “approximately 20 minutes of preshow material, including trailers” will air between the showtime on the ticket and the beginning of the film. This doesn’t include the advertisements and other video content that plays before the showtime printed on the ticket.

That 20 minutes could include between seven and 10 previews, depending on trailer length. Just 2 percent of survey respondents said seven to nine trailers was the best number before a film, while 1 percent said the same of 10-12.

In 2014, after reportedly receiving complaints about the length of trailers and the amount of plot they reveal, per The Hollywood Reporter, the National Association of Theatre Owners updated its guidelines for in-theater marketing. The revised rules cut the maximum length of trailers from 2 minutes and 30 seconds to an even 2 minutes. Each distributor is offered two trailer exemptions each year, allowing for trailers of up to three minutes in length. 

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