Adverts Louder Than Movie
Loud is also often due to the way that the advertisers overdrive their message. They have 60 or 90 seconds to tell their message, and too often they tell it too loudly.
They forget (or don’t care) about that shock of going from relaxed, dark and nearly silent. Perhaps they never see a movie in a cinema with previews and ads and trailers.
Most often, if we can just wait for the movie before judging that everything is too loud, the movie itself will be better. But who wants to wait through 20 minutes of competing trailers anyway! Jeesh!
Trailers grab attention with their movie’s most exciting moments – which are often their loudest moments. Why aren’t there some rules?
Well actually, there are. Look up TASA some time. All the companies who make trailers for movies worldwide actually follow this voluntary industry standard for the audio level of the trailers and advertising that is shown in a cinema theater. So, in theory, there is no sound going above a researched and approved level.
But, if all the trailers are about action movies, and if the sounds are full blast from minute zero to the end, it will certainly seem like “Loud” is the right word to use.
There is another point to make about a technique called “compression”. It is a method of giving sounds an impact, lifting all levels so that everything cuts through. Don’t be surprised if this technique is making some of the trailers sound competitive with all the rest of the trailers that are competing for your customers attention.
Another way to describe compression compression is that it makes all the energy seem like it is coming straight through your skull.
If you can convince the customer to wait through the trailers, the odds are good that the movie will be a lot less annoying.
Part Six: Too Loud~! A Little Ear Theory