"Mummy" Preview Kept Under Wraps
Dated: 27, November 2000

Mum's the word when it comes to previewing a certain horror sequel for the kiddies.

Last week, Universal Studios pulled the trailer for The Mummy Returns from theaters screening its hit movie Dr. Seuss' How the Grinch Stole Christmas.

The decision to yank the preview came in response to some theater owners' complaints that the Mummy teaser was too intense for youngsters waiting to see the PG-rated antics of Jim Carrey as the hairy green meanie.

The move also has its political benefits, coming in the wake of the Federal Trade Commission's recent criticism of Hollywood's targeting violent fare to children.

The Mummy Returns trailer was initially shipped with some 4,200 Grinch prints to theaters. The special effects-laden, action-packed sneak peek showed glimpses of Brendan Fraser returning as the treasure seeker bedeviled by the scary effluence of ancient tombs. (Yes, the scary effluence was in full effect.)

In a letter to exhibitors, Steve Ellman, Universal's vice president of exhibitor relations, notes that the studio expects The Mummy Returns to receive a PG-13 rating from the Motion Picture Association of American, so playing the trailer would not violate current guidelines. However, he also writes, "We feel we cannot ignore the concerns of the exhibitors who know their customers--our audience--better than anyone. We strongly request that you do not program this trailer with The Grinch."

Universal publicity head Terry Curtin tells E! Online that all theaters owners contacted have agreed with Universal's judgment and have not shown the trailer before Grinch screenings.

John Fithian, president of the National Association of Theater Owners, said Universal's decision was an example of self-regulation at work, and several of his constituents agreed.

Brian Fridley, film buyer for R.L. Fridley Theaters in Des Moines, says The Grinch has been attracting "everyone from three to 103" and he believes The Mummy Returns trailer would have been "probably too scary for the younger kids."