Trailer Ratings Are Based On What

Trailer ratings are based on what the content of a preview contains and how that content aligns with established guidelines for audience suitability. Understanding the factors that determine these ratings helps filmmakers, marketers, and viewers gauge whether a trailer is appropriate for a given audience before the full film is released. This article explores the systems behind trailer ratings, the criteria used to evaluate them, and the impact those ratings have on movie promotion and consumer expectations.

What Are Trailer Ratings?

A trailer rating is a label attached to a movie preview that signals its suitability for different age groups. Unlike the rating assigned to the full feature film, which reflects the entire story, a trailer rating focuses solely on the moments shown in the preview. The most widely recognized system in the United States is administered by the Motion Picture Association (MPA) through its Classification and Rating Administration (CARA). Similar bodies exist in other countries, such as the British Board of Film Classification (BBFC) in the United Kingdom and the Classification and Rating Administration in Canada.

These ratings serve two primary purposes:

1. Consumer guidance – They help parents and viewers decide if a trailer is appropriate for children or sensitive audiences.
2. Marketing compliance – Theaters, television networks, and online platforms must adhere to rating restrictions when deciding where and when to show a trailer.

The MPAA Trailer Rating System

In the United States, the MPAA uses three distinct trailer ratings, each identified by a colored band that appears at the beginning of the preview:

These bands are not arbitrary; they are the result of a detailed evaluation process that examines specific elements within the trailer.

Criteria Behind the Ratings

When CARA reviewers assess a trailer, they look at several content categories. Each category has thresholds that, if crossed, can move a trailer from a greener to a more restrictive band. The main criteria include:

1. Violence

• Depicted intensity – Graphic depictions of injury, blood, or gore are scrutinized. A brief, implied threat may keep a trailer in the Green Band, while explicit, prolonged violence pushes it toward Yellow or Red.
• Contextual justification – Violence that is integral to the plot and presented without glorification may be treated more leniently than gratuitous or sensationalized brutality.

2. Language

• Profanity – The frequency and strength of swear words matter. A single mild expletive might be acceptable in a Green Band trailer, whereas repeated strong profanity typically triggers a Yellow or Red rating.
• Hate speech or slurs – Use of discriminatory language is heavily weighted and often results in a higher rating regardless of other factors.

3. Sexual Content

• Nudity – Brief, non‑sexual nudity (e.g., a character in a shower) may be allowed in a Green Band if it is fleeting and not suggestive. Prolonged or sexually explicit nudity usually leads to a Yellow or Red rating.
• Sexual acts – Any depiction of intercourse, simulated sex, or explicit sexual gestures generally results in a Red Band rating.

4. Drug Use

• Depiction of consumption – Showing characters using illegal drugs, excessive alcohol, or tobacco can affect the rating. Contextual anti‑drug messages may mitigate the impact, but glorification tends to raise the rating.
• Paraphernalia – Visible drug paraphernalia (e.g., syringes, pipes) is considered similarly to actual use.

5. Frightening or Intense Imagery

• Horror elements – Jump scares, monstrous creatures, or disturbing imagery are evaluated for their potential to cause distress, especially in younger viewers.
• Thematic intensity – Trailers that deal with traumatic subjects (e.g., terrorism, severe illness) may receive a higher rating even if they contain little explicit violence or language.

6. Other Considerations

• Trailer length – Longer previews provide more opportunity for problematic content to appear, which can influence the final rating.
• Target audience of the film – If the featured movie is marketed to families, reviewers may apply a stricter standard to ensure the trailer does not mislead parents about the film’s tone.

How the Rating Process Works

1. Submission – Studios submit a finished trailer to CARA (or the relevant national board) along with a brief description of the film’s genre and intended audience.

3. Review – A team of trained CARA reviewers, who remain anonymous to avoid studio influence, watches the trailer. They assess it against the established criteria, often viewing it multiple times and comparing it to the full film’s context where available. Reviewers document their findings, noting specific moments that align with or violate the guidelines.

4. Decision and Rating Assignment – Based on the collective analysis, a rating is proposed. The system operates on a tiered scale:

   • Green Band (Approved for All Audiences): Content is deemed suitable for general audiences, including children. Any mature elements are extremely mild, fleeting, and clearly contextualized.
   • Yellow Band (Restricted – Parents Strongly Cautioned): Content may be inappropriate for pre-teens. This includes moderate violence, intense suggestive content, or pervasive strong language. The trailer suggests the film itself likely carries at least a PG-13 rating.
   • Red Band (Restricted – Adults Only): Content is considered appropriate only for adults. This rating is applied for explicit sexual activity, strong graphic violence, pervasive extreme language, or intense drug use. These trailers can only be shown before R-rated, NC-17-rated, or unrated films in theaters, and have strict placement rules on digital and television platforms.

5. Notification and Revision – The studio is notified of the assigned rating. If the trailer receives a Yellow or Red Band, the studio may choose to edit the trailer to achieve a Green Band, submit an alternative cut, or accept the rating. CARA provides specific feedback on which elements triggered the higher rating, allowing for targeted edits.

6. Appeals Process – Studios have the right to appeal a rating to the CARA Appeals Board, a separate group of industry professionals not involved in the initial review. The board re-evaluates the trailer, and its decision is final. This process ensures a second, independent perspective on borderline cases.

7. Final Certification and Distribution – Once a rating is finalized (or an appeal is resolved), CARA issues a formal certificate. The assigned band must be prominently displayed on all copies of the trailer. Distribution platforms—from cinema circuits to online video services—are contractually and legally obligated to adhere to these ratings, controlling where and when each trailer can be shown based on the film’s own rating and the trailer’s band.

Conclusion

The trailer rating system serves as a critical, pre-release filter, working to align marketing materials with the final film’s content rating and protect audiences from unexpected exposure to mature themes. By providing clear, consistent guidelines and a structured review process, it helps maintain trust between filmmakers, distributors, and the public. While the landscape of digital media and global distribution presents ongoing challenges, the core mission remains steadfast: to offer transparent information that empowers parents and viewers to make informed choices, ensuring that the excitement of a preview does not inadvertently undermine the integrity of a film’s intended audience or the safeguards in place for younger viewers. The system is not about censorship, but about responsible communication within the commercial ecosystem of cinema.