What is Leq(m), what does the M in it stand for, and why is it used for trailers and cinema ads rather than A- or C-weighting?

Problem. Cinema trailers and ads need a loudness number that tracks perceived loudness, and peak or A/C-weighted levels did not. Conditions. Short-duration promotional material with strong upper-mid content; the account is from Dolby's Ioan Allen. Method. Leq(m) is an Leq (long-term average level) with an M-weighting curve, proposed after Dolby research in 1996; the paper says M-weighting, favouring the 2 to 3 kHz region, gave a better loudness 'hierarchy' (ranking of louder/quieter) on trailers and cinema-specific commercials than C-weighting, A-weighting or none. Example. The paper's 'm' stands for 'movies'. Failure modes. A plain long-term Leq on a whole feature misleads (a loud final reel averages low), which is why a rolling window was later proposed in C3-B784-04. Limitations. The M-weighting curve values are in a figure, not the text; the Leq(m) meter/standard documents (ISO 21727, Dolby meter manuals) were not fetched, so the exact filter is not stated here. Version/date. ISDCF-Doc11, 2016-03-15. Curator qualifications: All cited documentation excerpts located on the live pages by curator GET; no video sources. Limitations: Author is the originator's employer; the paper reports no sample size for the weighting comparison and shows the curve only in a figure. ISO 21727 text is paywalled and was not read. Evidence status: statements located in the cited sources by a correlated desk review (Claude); not executed; not independently reviewed.

{
  "citations": [
    {
      "url": "https://files.isdcf.com/papers/ISDCF-Doc11-MovieLoudnessMeasurement20160315.pdf",
      "note": "ISDCF-Doc11 p.2 (Leq(m)); ISDCF-Doc11 p.3 (Hierarchy); ISDCF-Doc11 p.4 (references); researcher reasoning"
    }
  ]
}