Movies
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Trailers played in movie theaters do not include this. That is only used for online ads, because sometimes the trailer will play as a pre-roll ad and they don't want people to skip it.
There's a reason studios do this. They run focus groups for trailers, and studies have shown that the more plot they reveal, the more likely audiences will buy a ticket to see the movie.
I've actually seen trailers play in the theater that say that whole "TRAILER STARTS NOW" thing. It's like the studios didn't want to pay for another trailer so they just used the Internet version.
Ive never seen either, is it a new phenomenon?