Does this trailer bother you?

[snowy]

So, for quite a while now, movie studios have been releasing "red-band" trailers over the Internet. Red-band trailers are R-rated trailers for R-rated movies; they typically require online viewers to enter in age verification information.

The New York Times this morning had an article about a new controversy springing up around red-band trailers, especially ones for the new movie "Kick-Ass":

LOS ANGELES — They’re not the kind of things people say in polite society, or even impolite society. Saying them, even in jest, can get a drink tossed in your face and the glass with it.

Chloë Moretz, 13, uses foul language in a violent, R-rated trailer for a new film.

Yet there they are, roaring out of the mouth of a cute little 11-year-old girl.

A trailer for the forthcoming film “Kick-Ass” that depicts the girl wielding a gun and using highly, highly profane language is igniting debate about how Hollywood advertises its R-rated films on the Web.   click to show 

Movie marketers in recent years have increasingly relied on raunchy ads known as “red-band” trailers to stir interest in their films. While most trailers are approved for broad audiences by the Motion Picture Association of America, the red-labeled variety usually include nudity, profanity and other material deemed inappropriate for children. Many theaters refuse to run these trailers, but they are widely distributed online — and that is at the root of the current dust-up.

One R-rated trailer for the movie, about a teenage boy who tries to become a superhero, was released by Lionsgate in late December and has become a Web phenomenon. The trailer primarily focuses on Hit Girl, an 11-year-old sword- and gun-wielding vigilante played by Chloë Moretz (who just turned 13 in real life). Nicolas Cage plays her father, an equally menacing oddball named Big Daddy.

In the trailer Hit Girl salts her conversation with language so graphic that it would make a biker blanch; it’s well beyond the kind of garden- variety profanity that has seeped into mainstream culture. She then shoots a man in the face and uses a whip to kill another.

Lionsgate, which acquired the North American distribution rights to this independently produced film, released another red-band trailer on Friday. This one adds references to masturbation in the boy’s voice and has another cascade of under-age cursing.

In both instances Lionsgate complied with industry rules for red-band trailers. The Motion Picture Association of America, the trade organization that bestows ratings and regulates movie advertising, restricts release of these ads to sites that require viewers to pass an age-verification test, in which viewers 17 and older have to match their names, birthdays and ZIP codes against public records on file.

The problem is that the raunchy trailers pop up on sites without age restrictions almost instantaneously. Fans copy them to their own blogs and Facebook profiles and post them outside of YouTube’s so-called age gates. All movie trailers go viral, but the red-band ones speed across the Internet with an added velocity because of their “can you believe what they just said” nature.

“Studios hide behind the notion of an age requirement for these trailers, but it’s pure fiction,” said Nell Minow, a lawyer who reviews films for radio stations and Beliefnet.com under the name Movie Mom. “It’s easy for kids to access, and that’s exactly how the industry wants it.”

Moreover, the severity of age policing varies, with some sites — including the Trailer Park section of MySpace, which had the red-band version as of Tuesday — seemingly leaving it to the honor system and asking for only an easily lied-about birth date. (A MySpace spokeswoman, Tracy Akelrud, said the site used other controls to detect under-age users. “If you are under 17, you will be blocked,” she said.)

The global nature of the Internet poses another challenge: foreign Web sites, which do not fall under control of the motion picture association, are easily reached through Google.

Red-band trailers had such a bad reputation in some studio circles that as recently as 2007, Warner Brothers wouldn’t even do them, saying it cost too much to make trailers for such a niche audience. But at the moment, one of the hottest trailers on the Web is a red-band variety for Warner’s “Cop-Out,” featuring a cursing 10-year-old. The Hollywood Reporter wrote about its “all new potty-mouthed flavor!”

Ms. Minow, who is also a shareholder activist and the daughter of Newton N. Minow, a former chairman of the Federal Communications Commission, has been stewing about red-band trailers for years, but the particularly graphic ones for “Kick-Ass” have brought her to a boil. She said she had lodged multiple complaints with the motion picture association in recent weeks. Other family advocacy groups — including one as far-flung as Australia — are rallying around her.

“These particular trailers are even worse than normal because they depict a child and so are more interesting to children,” Ms. Minow said. She is also upset that the movie showcases a child engaging in such behavior in the first place, adding, “Isn’t there a limit to what we can ask children to do on screen?” (Similar questions were raised in 1976 when a 13-year-old Jodie Foster played a teenage prostitute in “Taxi Driver.”)

The film at the center of the new controversy, directed by Matthew Vaughn, with a budget of around $35 million and set for release in the United States on April 16, is based on the popular — and equally violent — comic book series of the same title by Mark Millar. Mr. Vaughn’s company, Marv Films, and Plan B Entertainment, a company owned by Brad Pitt, financed the movie. Advance interest in the film is enormous, according to pre-release tracking surveys, and Hollywood widely expects it to be a hit.

The motion picture organization acknowledges the problem of “bleed” — the term the industry uses for marketing materials that spread beyond their specific target audience — but bristles at the notion that it could do more to protect children from inappropriate movie advertising.

“We devote enormous resources to making certain that kids don’t encounter these trailers,” said Marilyn Gordon, the organization’s senior vice president for advertising. “That said, we can’t scrub the entire Internet.”

She said the association proactively searched for sites that provide unrestricted access to red-band trailers and, working with studios, demanded their removal. Since the Hit Girl trailer was released in December, Ms. Gordon said the organization had found 86 sites providing unrestricted access. As of Monday, all but a few had removed the video. One of the remaining was out of the organization’s jurisdiction: a fan site in Eastern Europe.

Lionsgate, which gained notoriety as the studio behind the violent “Saw” franchise, in many ways prides itself on button-pushing marketing. But with this film, studio executives say they are simply using red-band trailers to educate moviegoers about exactly what awaits. Because of Motion Picture Association of America restrictions, the “green band” trailer approved for broad audiences features little swearing or sex references and depicts comparatively little violence.

In a statement the studio said, “It’s really important for people to know what kind of movie this is so they can make an appropriate decision about whether or not they want to see it.”

Here is one of the trailers for the movie:


You can find another here: KICKASS WIDGET

Family values groups are arguing that these trailers proliferate on sharing sites where there are no age checks, allowing children and teens easy access to seeing a red-band trailer, and thus movie studios shouldn't produce red-band trailers.

I guess what surprised me is how little I am bothered by this trailer. Sure, there is bad language in the red-band trailers for this movie, but if parents are doing their jobs, why do we need to restrict access to these trailers? I don't see why the movie industry should have to do the job that parents are supposed to do; if parents have a problem with it, then it is up to them to police it. As I see it, parents should already be supervising their children on the Internet.

That said, I doubt my parents would have worried too much about me seeing something like this , and I doubt I would worry about my own children either, because I plan on teaching them the same things my parents taught me--it's fiction, and inappropriate language does have its time and place.

Are you bothered by this trailer? What kind of conversation would you have with your own children (real or imagined) about such a topic?

[Shauk]

that's just real. not the conservative fingers in the ears version of life that some people try to strive for *shrug*

that said, it made me want to watch it.

I think this is more offensive
The Human Centipede (First Sequence) (2009) - Synopsis

You can google some clips but it made my toes curl.

[LoganSnake]

Doesn't bother me at all. I've been watching R rated movies since as long as I can remember (since before I was 10), even with parents watching them with me. I just knew that it was just a movie and hearing a "bad word" didn't give me any freedom to say it, unless I was around friends...

[Jinn]

I guess these family groups don't know about the *rest* of the Internet, where you can get hardcore pornography with not so much as as "I agree" to the "must be 18" dialog. Hell, half of them don't even have that.

So a little girl swearing? Not so bad.

If you want to protect your children from those evil evil influences like TV, movies, the Internet then here's an idea. BE A FUCKING PARENT AND DON'T LET THEM GET ON THE INTERNET AT ALL UNSUPERVISED UNTIL YOU TRUST THEM TO DO SO RESPONSIBILITY. Mommy and Daddy probably have far more traumatizing things hidden in the 'parents bedroom.' Keep them out of where they shouldn't be, not change the places they shouldn't be to fit them.

[Plan9]

I guess my issue is the ADHD erosion of the entertainment world to the point where we have use tits 'n gore in 30-second slots to sell a movie.

I don't wanna be an prude, but shouldn't the brand-name actors, plot and a few choice one-liners be enough? This is very '70s 'ploitation-style.

...

Originally Posted by Jinn

Mommy and Daddy probably have far more traumatizing things hidden in the 'parents bedroom.'

You mean a 12 gauge?

[LoganSnake]

What was exploitation then is the norm now.

[Plan9]

Obviously. Filth is like a can of Pringles.

[spindles]

Am I concerned this is on the Internet? no.
Would I like my children to see it, at their current age? no.
Am I concerned in any way that they are even remotely likely to see that trailer? no.
Do I want to see the movie? yes.

I remember seeing Platoon with my parents - pretty quiet ride home in the car afterwards - that had too much swearing for my mum

[Manic_Skafe]

Originally Posted by Plan9

Obviously. Filth is like a can of Pringles.

Smaller than my penis?

I saw the green band preview for Kick Ass when I saw Avatar and it did a really poor job of making clear what was to be expected from the movie. I can understand why these red band previews shouldn't be shown in theaters or for films under an R rating but the red band preview for Kick Ass not only did a much better job of making clear what could be expected from the movie, it's convinced me that I'd probably enjoy it after a few drinks. I'll probably see it.

[Martian]

It looks like a mildly amusing film. The fact that the film itself seemingly contains a large degree of mature humour and content would seem to make a trailer containing mature content appropriate.

Then again, I'm not bothered by language in general. Words have power we give them, and no more or less than that. I find nothing offensive about a little girl saying the word 'cock,' and might've been annoyed if they'd neutered the joke for the sake of appeasement.

Get it? Neutered?

I slay me.

[Jove]

The trailer does not bother me and I am most likely going to end up watching the movie just because I enjoyed the trailer. If I lived closer to my 15 year old niece, I would probably take her to the film just because she has been watching R films since she was probably between 8-10 and already hears this type of language and humor from her high school class mates.

[Charlatan]

Aren't there more important things for people to be doing that worrying about this kind of thing?

[Fremen]

Family groups are ruining America.

[mixedmedia]

I didn't watch the trailer, but I really don't need to. Like Manic alluded to, there's nothing wrong with allowing people to know what to expect when they are purchasing a product. To tap dance around it is more of an offense to consumers than making it plain.

Plus, like snowy said, children should be taught to distinguish the differences between fiction and reality and the nuances of appropriate behavior from their parents. Sight unseen I would let my 10 year old watch the trailer without a shred of fear that she would pick up a gun and go all guttermouth at school the next day. It just doesn't happen that way.

[Plan9]

I'm diggin' the circle jerk of middle class white people going "We All Know Better" in here. It makes righteous squishy noises.

How easily they forget the rest of the world. Totally glad we police ourselves so well. Family values and all that.

Responsibility.

...

We shouldn't protect our kids from anything. We'll just explain that it's fantasy. They'll be okay.

[Bartender123]

I've been saying worse things than cock since first grade

[Plan9]

Like I said: We can do better. Should expect more.

*heads spins with the consequences of Newspeak*

[levite]

A 13-year old kid with a pistol who says "cock?" This is what's making a stir??

First of all, anyone who thinks young kids don't curse like hung over sailors fighting each other in the dark has clearly never spent time with young kids. My students can even impress me with their ability to cuss a blue streak, and I can self-conjugate the word "fuck" about as thoroughly as anyone I know.

Gun? Meh. At least this is in a superhero movie, being used by a nominal hero in pursuit of nominal justice. I'd be more concerned about the 13-year old who spends six hours a day playing GTA, blowing away dealers and whores for the extra score. But there's no real sense getting anybody's knickers in a twist over an R-rated movie.

Frankly, as far as I can see, if one's kid's vices are limited to R-rated movies, that's a miracle and a blessing.

[girldetective]

Are you bothered by this trailer?
No. Im looking forward to seeing the movie with a brewski in hand.

What kind of conversation would you have with your own children (real or imagined) about such a topic?
Im not sure I would start any conversation with a young child over this, even if I knew they had seen it.
If they started one, I would answer any questions and throw in some social learning and some humor.
If the child were adult, I might learn something from them and i know it would be humorous.

[mixedmedia]

oh, so it's non middle-class white people who can't distinguish fiction from reality or raise their kids right?
sheesh...nice.

[Plan9]

No, it's middle-class white people that think they have all the answers about human development, good parenting, and morality.

Sheesh, indeed.

[filtherton]

Originally Posted by Plan9

No, it's middle-class white people that think they have all the answers about human development, good parenting, and morality.

Sheesh, indeed.

Fucking honkeys, think they know everything. What they need is someone to call them out.

[mixedmedia]

Originally Posted by Plan9

No, it's middle-class white people that think they have all the answers about human development, good parenting, and morality.

Sheesh, indeed.

nobody said they had all the answers, we're just expressing our opinions.
do I fear what effect a movie trailer or any other form of entertainment is going to have on the 'rest of the world' (whomever they may be)? no. but I am not of the mind that popular culture drives society but rather reflects it. if your concern is that 'we can do better,' then fretting over a symptom of what you believe is wrong is like throwing a bucket of water on a raging house fire.

[Glory's Sun]

wait.. so Plan, you're in here talking about parenting.. why?

You don't have kids, you don't WANT kids, yet you want to jump on the parents are stupid bandwagon. Get a grip.

Film trailers are supposed to create buzz about a film. It's supposed to show you what the film is about. Imagine if the creators of the trailer had left out all the "indecent" stuff. People would be taking their kids to see a film and then screaming about how the trailer didn't portray what was going to be in the film.

People just want to have something to bitch about to help their poor pathetic lives seem a bit easier.

[Plan9]

So... you'd take your young kids to an R-rated film called "Kick Ass" without reading online reviews?

...

Ooo, I was unaware you were more qualified than I to be a parent. I guess you got the manual or something?

...

I'm mostly playing devil's advocate in this thread... I grew up watching Terminator 2 and Predator.

What I don't like is how callus society is becoming to this type of thing regarding their younger kids. Kids are sponges.

It's not "normal" to have a X year old blasting hookers in GTA after school. I think we can do better.

I know we're all highbrow motherfuckers IRL, but c'mon... let's at least play the part here occasionally.

[Glory's Sun]

Yes kids are sponges, I'm agreeing with you in that sense, but there are a lot of dumb parents out there who think that a green tape trailer is going to save the world and then those dumb parents will think it's ok to send little susan off to the movies.

I am more qualified to be a parent, for the singular fact that I have kids. Everyone thinks they know how to be a parent until that kid comes along.. let me tell you, it's a whole new ballgame when it actually happens.

[Plan9]

Well, that logic suggests that the best place to train a football team is at the Superbowl.

"I've got a kid, I'm a parent." What a paradox. Very chicken and egg, too.

...

I honestly don't care about the OP or the trailer, I was more intrigued by the "parenting" responses here.

Let me apologize for my excessive hatewhiteyitude. Ugh, it randomly flares up like TheJazz's hemorrhoids.

[Glory's Sun]

I get where you're coming from.. it just annoys me when people think they know how to parent when they haven't actually had the experience.. it's equally annoying when parents are stupid.

[Plan9]

I was a line NCO in charge of zit-faced teenagers armed with automatic weapons. Does that count as parenting?

"No, Jimmy... ya can't rack out yet. You have to take a shower tonight. And clean your rifle. Where's your brother?!"

[ARTelevision]

I am of the opinion that culture drives society and not the other way around.

We are not as free as we would like to believe we are.

Big-corporate marketing has made us who we are.

To think otherwise if to unduly flatter ourselves.

It would be way cooler if we were as free as we think we are - even in our own minds.

It just doesn't look that way...

[Glory's Sun]

actually,

yeah that may count for something..

[Plan9]

Originally Posted by ARTelevision

I am of the opinion that culture drives society and not the other way around.

We are not as free as we would like to believe we are.

Big-corporate marketing has made us who we are.

To think otherwise if to unduly flatter ourselves.

It would be way cooler if we were as free as we think we are - even in our own minds.

It just doesn't look that way...

Have I ever told you that you remind me of a self-aware Max Headroom?

[ARTelevision]

...just now.

[Plan9]

You know... white people own the media, too...

[Glory's Sun]

gasp! white people

[ObieX]

The only thing that bothers me about this is that I'm watching a trailer for what seems to be a really badass movie and not the actual movie itself.

Living in New Jersey I can't really say the swearing of anyone of any age bothers me as people here (myself included) use the word "fuck" as often as the word "the."

[mixedmedia]

Originally Posted by ARTelevision

I am of the opinion that culture drives society and not the other way around.

We are not as free as we would like to believe we are.

Big-corporate marketing has made us who we are.

To think otherwise if to unduly flatter ourselves.

It would be way cooler if we were as free as we think we are - even in our own minds.

It just doesn't look that way...

I do believe that culture reflects where we are at any given point in time, but that doesn't mean I believe we are free.

[ARTelevision]

To clarify, mixedmedia, I think what culture does is reveal the specific forms of programming that are being promulgated via existing power structures. In that sense, it reflects something about us. But because it also constitutes the actual programming itself, it is the means by which existing control structures exercise power over individual consciousness and identity. I see this as especially true for what is often referred to as "youth culture," "popular culture," "alternative culture," and so forth - as these are the most virulently powerful sets of memes used to control and nullify potentially free-thinking individuals.

[Iliftrocks]

Originally Posted by Shauk

that's just real. not the conservative fingers in the ears version of life that some people try to strive for *shrug*

that said, it made me want to watch it.

I think this is more offensive
The Human Centipede (First Sequence) (2009) - Synopsis

You can google some clips but it made my toes curl.

Yep, orders of magnitude more offensive than cussing kids

[Baraka_Guru]

I think the example of Kick-Ass was a good one.

It opens today, and the advance reviews are coming in. I'm intrigued because it's getting positive reviews (even in the Globe and Mail of all places ). Some are calling it tongue-in-cheek, others are calling it slightly disturbing (re: the potty-mouthed lethal 11-year-old). It is generally accepted as action-packed and ultraviolent.

What's most interesting to me at this point is that Roger Ebert found it "morally reprehensible." Metacritic gauged his review with a 25 out of 100.