When the Whitman-Walker Clinic decided to market its AIDS Walk Washington annual fundraising event, it thought getting the attention of moviegoers would be a smart idea. So it submitted an ad to National CineMedia, which describes itself as “the largest digital in-theatre network in North America that allows us to distribute advertisements and other content for our advertising, meetings and events businesses utilizing our proprietary digital content network.” Great idea, right? Only problem: NCM wouldn’t allow Whitman-Walker to even mention the words HIV or AIDS in the ad. (NOTE: Item updated below.)
Sorry, that’s only partially true: They said Whitman-Walker could mention “AIDS Walk” since that was the name of the event. But the voiceover that began “One in 20 adults in DC has HIV”? Yeah, NCM suggested they change that to “One in every 20 adults in DC has a socially transmitted disease.” Because that’s less stigmatizing or controversial?
Chip Lewis, the deputy director of communications for Whitman-Walker, tells us: “We submitted a script, logos, photos and all the necessary materials to produce the ad. They sent us a proof last week and we responded back with some small changes. The ad is completely harmless, nothing provocative or suggestive. Today, I received an e-mail from our account representative telling us that they had not thoroughly looked over our creative brief initially and that, due to restrictions set up by the regional theater circuits, we could not use the words ‘HIV’ or ‘AIDS’ in the ad. We could still use ‘AIDS Walk’ since it’s the name of the event. However, we were told that we could not use our opening line of ‘one in every 20 adults in DC has HIV.’ They suggested we change it to ‘one in every 20 adults in DC has a socially transmitted disease.’ Seriously. I asked about the reasons behind the restrictions and was told that they were put in place by the theater circuits and that National CineMedia had to abide by those restrictions. How can we fight an epidemic if we can’t talk about it?”
So is NCM to blame? Or the theater trade group it belongs to? Because indeed, right there in NCM’s ad guidelines under the “Health” category, any mention of HIV/AIDS is prohibited.
Either way, there’s no sense spending ad dollars with companies that think not mentioning the very disease Whitman-Walker fights is the proper way to address the situation. Instead, why not, uh, spend that money with Queerty?
Here’s how to reach NCM.
UPDATE: Chip Lewis tells Queerty NCM has decided it will allow them to run their ad as is, mentioning “AIDS” and all!
On the next page: A full list of NCM’s ad guidelines.
While striving to meet the needs of advertisers, NCM must also be sensitive to the interests of moviegoers, theatre circuits and movie studios alike. NCM has established the following standards and guidelines to ensure its On-Screen Entertainment program, including advertisements, promotes an entertaining, relaxing atmosphere and enhances the movie going experience.
PROHIBITED SUBJECT MATTER:
• Mention of specific tune in times for Friday and Saturday
• MPAA “X” or NC 17 or equivalent
• promotes illegal activity
• Scenes of sensuality, nudity, sexual or erotic content
• Promotes the use of tobacco, sexual aids, birth control, firearms, weapons or similar products
• Constitutes religious advertising except on a local basis
• Promotes theatres, or other entities that are competitive with circuits or would violate any circuit beverage agreements or exclusive contractual relationships.
• Anything that reflects negatively on circuit or adversely affects attendance as determined in circuits reasonable discretion
• Political Ads
• Bail Bonds
• Psychics
• Personal messaging (Anniversary, Birthdays, Marriage proposals)
• MPAA Green Banner may not be imitated or recreated in any form
• No negative reference to movies or moviegoing; i.e.., ticket prices, movie quality, etc.
REVIEW PROCESS:
If your creative piece has any content you feel may be questionable for all audiences, please bring to our attention early in the creative process, so we can review and provide feedback. You may send story boards, demo tape or rough cut for advanced preview.
PROHIBITED TONALITY AND TEXTURE:
Any stylistic approach to any subject matter that presents in a dark, threatening, scary, aggressive or alarming manner or of a sexual nature may be deemed inappropriate and limited to select ratings.
GENERAL COMMENTS
• Non-royalty free images or music must have proper copyright permissions for use on screen
• Advertisements in foreign languages will require circuit permission
• Use of the words Friday and Saturday is prohibited by clients that are in direct competition with theatres…ie, theme parks, weekend festivals, concerts, etc. For example, “Join us Saturday at 8PM” is prohibited. However, “Join us June 21st at 8PM” would be accepted. Other general businesses, ie car dealerships, restaurants, etc may list operating hours
• 3rd party promotions (without prior approval) is prohibited
• Mention of Text Messaging is allowed on the LEN but prohibited on the First Look in all circuits except for Goodrich, Hollywood and Marcus which allow on both
ATTORNEYS
• No negative divorce ads
• No pictures of individuals in jail or handcuffs
• No mention of wrongful death, personal injury or serious injury
• No images of car crashes or individuals in distress
• No mention of felonies and misdemeanors
• Select ratings may apply
ADULT ORIENTED BUSINESSES
Not permitted:
• Books
• Toys
• Clubs
• Entertainment
• 900 numbers
• Events
ALCOHOL
• Must be shown with food presentation for ratings less than R
• No display of consumption or rating restrictions will apply
• “R” only rating for alcohol promotion
CASINOS
• No images of gambling
• No images of tables, machines, or toppers
• No images of the casino floor
• Rating restricted to PG13 & R only
• Nevada theatres may show the above images, but will always be rating restricted to PG13 & R only
DVD
• Must be 4 months after initial theatre release
• Direct to Video DVD advertisements are allowed
FIREARMS
• Promotion of firearms is prohibited
• Display of firearms in a ready to use motion will be rating restricted
FUNERAL HOMES
• Content may not contain images of caskets, Grave Stones, mourners, Graves, or burial.
• Content may not be morbid in nature, text, tone, audio, or images
• Locator information and services allowed.
• Prior approval requested and may be subject to rating restrictions.
HEALTH
• No trauma, crisis, emotionally distressing or unattractive images or content
• No pro-choice/pro-life, or mention of sexually transmitted diseases, AIDS/HIV testing; sperm or egg donations
• Dental ads can not display unattractive oral images
• Cosmetic surgeons may not focus specifically on liposuction, tattoo removal, spider veins, fat/collagen injections, etc.; however, services can be listed as bullet points
• No mention of ANY Birth Control
• Provocative or adult imagery (nudity/partial nudity) may be rating restricted
• Mention of child endangerment or death will be rating restricted
FOREIGN LANGUAGE
• Copy of ad accompanied with translation required
• Pre-approval by circuits required
• In regards to Hispanic Network, ads in approved theatres only…check DMTL for theatre specifics
HOME THEATRE SYSTEMS
• Approval pending content review.
• Content must focus on equipment, installation, and setup (e.g. in home audio system, Large Screen T.V.)
• Cannot reference or compare to: Theatre like experience, Home theatre, Movie going experience, etc…
INSURANCE COMPANIES
• No images of car crashes
• No trauma, crisis, emotionally distressing or unattractive images or content
LOTTERY
• PG13 & R only
MARTIAL ARTS
• Display of violence or people fighting may be rating restricted
• Display of weapons may be rating restricted
RECRUITMENT
• Advertising cannot compete with theatre/circuit recruitment efforts
RELIGIOUS*
• Religious icons (i.e., God, Cross, Christian fish symbol, Star of David) may not be used in an ad other than in a clients copy written logo
• Quoting religious scripture, religion-specific deities, or reference to a religion-specific deity (i.e. God, Jesus, Christ, Yahweh, Buddha, etc.) is not permitted
• Crucifix images or illustrations are prohibited
RESTAURANTS/LOUNGE/BARS
• Mentioning alcohol in any form: beer, wine, spirits, cocktails, etc., will be rating restricted
• Mention of Happy Hour, Drink Specials, etc. will be rating restricted
• Mention of pro-smoking, cigars or cigar bars is prohibited
• Images of groups of people toasting is permitted
• Mention of smoothies, shakes, floats, etc is prohibited unless the drink is made with Coca Cola products and the ad MUST be identified as being made with Coca Cola products (does not include Goodrich, Bainbridge, Marcus and MJR as they are Pepsi)
• Promotion of beverage prohibited if they compete with circuit beverage contract…SEE BEVERAGE CHART FOR MORE INFO
SECURITY
• Fear campaigns are not allowed
• Images of burglars, broken windows, or entry tools (hammer, wedge, etc.) will be rating restricted
SHOPPING MALL
• Shopping Mall ads appearing in theatres located in competitor shopping malls are prohibited
TATTOO PARLORS
• Rating restricted to PG-13 and R only
• Cannot be displayed on the LEN
• No images of procedure
• Prior approval of ad required
• Unattractive photos of body parts or imagery prohibited
TOBACCO
• Promotion of tobacco product Not permitted
• Anti-tobacco- select ratings may apply
• No shock-advertising
• Display of consumption or use of tobacco will be rating restricted.
• Scary, unattractive, gross, and disturbing images will be evaluated on a case by case basis to determine rating restriction or rejection.
• Display of actual product may be subject to rating restrictions.
VIDEO ON DEMAND
• Promotion of Movies on Demand is restricted to after 4.5 months after initial theatre release.
* Exclusive Circuit contractual obligations may prohibit the display of an ad containing items such as: Beverages, Confectionary, Credit Card, etc.
The above list is a design reference for NCM ads. While comprehensive, other non-listed restrictions may apply. NCM reserves the right to reject an advertisement and maintains sole discretion of what is and is not acceptable.
tavdy79
“But the voiceover that began “One in 20 adults in DC has HIV”? Yeah, NCM suggested they change that to “One in every 20 adults in DC has a socially transmitted disease.” Because that’s less stigmatizing or controversial?”
First off, “socially transmitted”???
Secondly, I’m pretty sure that the number of adults in DC with an STI is WAY over 5%. In fact I’d wager it’s well over 50% for the entire US even if you just count the two forms of Herpes Simplex. Even though only HSV-2 is normally thought of as an STI, HSV-1 can be (and frequently is) sexually transmitted as well, despite the assumption that it only causes coldsores. Yup, that’s right people – if you get coldsores you’ve got an STI. Kinda makes them a little less stigmatising when you realise that people without STIs are the ones in the minority.
AlanInSLC
So…what can you show? Commercials from the 1940’s?
RM
“Socially transmitted” is VERY stigmatizing.
I think this may violate ADA laws.
Timothy
They suggested : “One in every 20 adults in DC has a socially transmitted disease”
But their rules forbid “No pro-choice/pro-life, or mention of sexually transmitted diseases, AIDS/HIV testing; sperm or egg donations”
But isn’t their language at least a MENTION of sexually transmitted diseases? Do they really think changing the word to “socially” makes it not a mention?
This is yet another case of stupid rules applied by stupid people in a stupid manner because to actually think for a second would be too difficult or get someone in trouble. Who on earth – even the most ranting raging homophobe – is opposed to warning that one in 20 DC residents is infected?
Sceth
Interesting blacklist.
“• Unattractive photos of body parts or imagery prohibited”
Lol. Reminds me of networks like ABC.
galefan2004
My guess is that this is the rule because advertising ran at the beginning of movies is normally the same regardless of the rating of the movie. Mom and dad might throw a fit if they take their kid to see that new rated G film and it starts off with an advertisement talking about sexually transmitted diseases. Hell, moms and dads all over the country don’t even want STDs talked about in front of their kids till they are 18.
Jim
Hey if you’re gonna spell it “theatre” you might want to throw a “Ye Olde” in front of it, unless we’re going for the European crowd.
Mike
@Jim: Like the famous “Castro Theatre” in San Francisco?
Kileen Muckhaey
I do agree with most of the comments, but shouldn’t we respect those with small children? I don’t like explaining to my 3& 6 year olds what Viagra is on Nick an Night and why is male enhancement so wonderful–come on we must respect everyone. I can at least change the channel or restrict programs with the V chip.