[I]ncreasingly, more uncensored versions, referred to as “red-band” trailers, are popping up on the Internet, with studios using them as a marketing tool to reach older audiences not as likely to be offended by super-violence, sex or use of the “F” word. In the process, the more provocative trailers allow them to telegraph to moviegoers the edgier content of their films.
“It is the only way to give the target audience a true sampling of what the film is all about,” said Adam Fogelson, president of marketing and distribution at Universal Pictures. He noted that with red-band trailers, audiences can more accurately judge for themselves the content of adult-oriented, R-rated comedies such as producer-director Judd Apatow’s “Knocked Up” and “The 40-Year-Old Virgin,” which became big hits.
“Those films were made to be R-rated,” Fogelson said. “They didn’t accidentally slip into an R-rating. . . . I think Judd’s audience has come to expect they can find a true representation of the film online.”
But Fogelson said the studios have been having a difficult time persuading theater owners, who still prefer the sanitized versions, to run the red-band trailers.