Pay For Coming Attractions?

Are some movie studios paying theatres to run trailers of their movies? “Studios historically have been adamant in refusing to pay for trailer placement, arguing that the previews are as beneficial to theaters as they are to distributors. But exhibitors are on the hunt for new revenue streams as they regain their financial footing following the massive screen build-outs of the past few years — and the large cash outlays that made such expansion possible. While no studio would go on record as admitting to attempts at trailer placement, the subject has generated enough buzz around town to indicate that it is worth examining.”