Six of Quebec’s film and advertising associations have agreed to limit the sound level of ads and trailers in the province’s theaters.

The agreement, signed by groups including the APFTQ, the Association des agences de publicité du Québec and the Association des propriétaires de cinémas et de cinéparcs du Québec, takes effect on Sept. 1. It limits the volume of preview trailers to 85 decibels and of pre-show ads to 82 decibels, down from the level of 90.

The agreement aims to set a province-wide standard for noise levels in cinemas, and will allow cinema owners to turn away trailers or ads that do not comply.

‘We were definitely getting the sense that something needed to be done,’ says Ré Jean Séguin, general manager of APCCQ. ‘Many cinema owners were reporting several complaints.’

This led to a consultation process by the six groups, during which representatives arrived at what they feel is a reasonable standard for sound, which they made public June 13.

Séguin concedes that the vast majority of noise complaints have come from older filmgoers. ‘For young people, this is rarely a problem. But it was important to us that everyone have a satisfying experience when they go to the movies.’

A manager of the popular downtown Montreal Paramount Cinema complex, owned by Cineplex Entertainment, confirmed that the overwhelmingly younger demographic attending the cinema rarely complains about noise levels.

‘We don’t take many complaints at all,’ says Lani Parial. ‘We also screen a lot of blockbusters, action movies, and those are films where people might actually want a bit of volume. It’s people 45 and up who are more likely to complain about noise.’

Séguin points out that a number of countries already have such measures in place, notably the U.S. and several European countries. He says the six associations will continue to monitor public opinion in case further measures are needed.