For Mature Audiences Only
In the United States, movie marketing materials are regulated by the Motion Picture Association (MPA) just as the films themselves are. Before a trailer can be shown to the public, it must be submitted to the MPA for rating. The vast majority receive a “Green Band” rating, deeming them appropriate for all audiences. A “Red Band” trailer, however, is one that contains content the MPA has deemed inappropriate for younger viewers, thus restricting its exhibition.
The iconic red title card that precedes the trailer serves as a clear warning to the viewer:
“The following RESTRICTED trailer has been approved for APPROPRIATE AUDIENCES by the Motion Picture Association of America, Inc. This trailer may be inappropriate for children under 17.”
This rating is assigned due to the presence of content that would typically contribute to an “R” rating for the film itself. This includes, but is not limited to: graphic violence and gore, explicit sexual content or nudity, frequent and strong profanity, or detailed depictions of drug use. The red band designation means the trailer cannot be attached to screenings of G, PG, or PG-13 films in theaters. Its home is in front of R-rated films or, more commonly, on the internet, where platforms can employ age-verification gates.
The Marketing Power of Restriction
One might assume that restricting a trailer’s audience would be a marketing disadvantage, but for certain films, it is a powerful and essential tool. For an R-rated comedy, horror film, or action movie, a Green Band trailer can feel dishonest or toothless, forced to edit around the very elements that define the film’s appeal. A Red Band trailer allows the marketing to be authentic, directly targeting the demographic that would be most interested in the unfiltered content.
Films like Deadpool, The Hangover, Sausage Party, and Logan used Red Band trailers to tremendous effect. These trailers were able to showcase the film’s true tone—be it profane humor or brutal violence—assuring the target audience that the movie would not be a compromised, watered-down version of its concept. Furthermore, the restricted nature of a Red Band trailer can generate its own buzz. It feels exclusive, edgier, and more daring, which can make it a viral sensation online as adult viewers share it on social media. It’s a way for the studio to signal to its core fanbase: “This one’s for you.”