Studios are putting their racier trailers online

LOS ANGELES — Hollywood has been circulating movie trailers on the Web for years, but only now is the film industry retrofitting its rating system to give the studios a chance to showcase their racier material online.

No matter what the rating of the film, nearly all the trailers shown in theaters — and on the Web — have come with a so-called green band, or tag, saying they are approved for all audiences by the Motion Picture Association of America. For movies rated PG-13 or stronger, that often meant watering down the violence, sex, language and overall intensity of a trailer.

But in April a teaser trailer for Rob Zombie's "Halloween" remake, set for release on Aug. 31, became the first to display a new yellow tag signaling that it was "approved only for age-appropriate Internet users" — defined by the Motion Picture Association as visitors to sites either frequented mainly by grown-ups or accessible only between 9 p.m. and 4 a.m.

Two raunchy comedies — "Knocked Up" and August's "Superbad" — are among a spate of recent films with R-rated, "red-tag" Internet trailers, which require viewers to pass an age-verification test in which viewers 17 and older must match their names, birthdays and ZIP codes against public records on file.

Together the yellow (for films rated PG-13 and above) and red (R or NC-17) tags amount to a colorful, albeit easily circumvented, attempt to adjust to a fast-changing advertising landscape where Internet audiences can do as much to build or hurt word of mouth as those watching the coming attractions with popcorn in hand.

"We want to protect children," said Marilyn Gordon, head of the association's advertising administration. "That is our job. We also want to be able to allow our distributors more flexibility in their marketing materials."

The spike in red-tag trailers on the Web is a function of the surge in R-rated sex romps following the success of "Wedding Crashers" two summers ago and the blessing the association gave last year to two companies offering age-verification services, which tap into public-records databases.

R-rated trailers have been permitted for decades, of course, but they all but disappeared from theaters in 2000, when the Federal Trade Commission blasted Hollywood for aiming violent and risque content at children.

Many theater chains still refuse to run them, lest mistakes in the projection booth offend moviegoers. As a result, major studios like Warner Brothers will not even make red-tag trailers. Universal Pictures last ran an R-rated trailer in cinemas in 1999 for "American Pie."