Cheryl Sherry’s column in the Appleton Post-Crescent discusses a new survey showing that PG movies with strong language sell fewer tickets than those with other kinds of parental concerns like violence or sex.
“The reality is that profanity, within PG, is the big demarcation between box office winner and box office loser,” research and marketing director Dan O’Toole told attendees at ShoWest, a conference where studios unveil upcoming movie lineups. “Parents are choosing PG films for their kids that have very, very low levels of profanity. We’re talking one-third the level of the average PG film,” he said.
Sherry called me for comment, and her column describes my background and approach and some of my thoughts on the rating system:
Minow, who has testified before the Federal Trade Commission on the MPAA’s rating system, said “overwhelmingly its biggest failing is they will give material a pass in a comedy they’d give a much higher rating to in a drama. So you have these movies like the Austin Powers movies getting a PG-13 rating, which have really, really raunchy humor. … Just because the MPAA is ratcheting down it’s system, doesn’t mean I have to follow suit.”
PG-13 has become the no-man’s land of the rating system, [Minow] added. “Many parents will shrug their shoulders and say, my 10-year-old is bright and can handle a PG-13. … But you do not know what you are getting. There can be PG-13s that are almost PG and there can be PG-13s that should be Rs.”