If you want to watch the trailer for “Texas Chainsaw Massacre: The Beginning,” you’d better stay up late.
Responding to Motion Picture Assn. of America concerns about its graphic violence, New Line came up with a unique solution: The trailer can be viewed only online between 10 p.m. and 4 a.m.
In addition to requesting that the trailer be shown only before other R-rated horror films, such as “The Omen,” the MPAA initially was going to ask the mini-major not to make it available on the Internet at all.
But New Line worked out a compromise, one that has never been tried before but that the MPAA accepted: It set up a page on Apple.com, the only place where the trailer is currently available, that senses the computer’s time zone and restricts viewing in the U.S. to latenight.
Since going online Tuesday, the “Texas Chainsaw” trailer has been viewed more than 100,000 times.