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CinemaCon: MPAA Head Chris Dodd Urges Parents to “Check the Box,” Descriptors on Film Ratings Blocks Now More Prominent

CinemaCon: MPAA Head Chris Dodd Urges Parents to "Check the Box," Descriptors on Film Ratings Blocks Now More Prominent

During MPAA Chairman and CEO Senator Chris Dodd’s remarks today at CinemaCon (the national theater owners’ convention), a new campaign was revealed intended to remind parents to “Check the Box” (being the ratings box) so they can make informed decisions about the content of a movie before determining if it’s appropriate for their children.

Dodd reported that the descriptors on each ratings block have now been made more prominent, so that it’s easier to determine the type of content in a film.

A PSA and poster will also be showcased in theaters across the country. The video can be viewed here.

He stated:

Throughout its existence, the goal of the rating system has
never changed: to inform parents and allow them to make their own decisions,
considering their children’s sensibilities and unique sensitivities.  In 1990, we took a significant step to advance
that goal, introducing rating descriptors for every film that is rated PG or
higher, giving parents a snapshot of the content in each movie that leads to
its rating.

The campaign we are announcing today focuses on these
descriptors, giving parents the information they need to navigate the rating
system and movies coming to their theaters.
We’ve produced something we believe you will be proud to showcase at
your theaters.

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Bob Williams

I think Vanity Fair sums this up pretty well:


So you have made the rating postage stamp a few points bigger. . . . .
When are you going to let people know how you make your ranking decisions so filmmakers will know what is gono go for the various ratings? So sick & tired of playing Ratings Russian Roulette.

Tom Snyder

The MPAA Ratings don't take into account the cognitive development of children. Also, they just entice children and young teenagers to see PG-13 or even R-rated movies, including pestering their parents about it or (worse) going behind their parents' backs. In fact, the ratings are often just an ad for PG-13 or R-rated sleaze, like the HANGOVER movies or BORAT, or the new SCARY MOVIE film. They've coarsened the culture and the souls of Americans, especially teenagers who can't go a day without saying the "f" word or hearing some nasty gangsta rap song. And, Hollywood's version of "reality" has been transformed into some kind of present-day dystopia where being "edgy" and ugly is considered "beautiful" art (modern art shows have even become scatological because of such a corrupt "modern" or "adult" neo-atheist/neo-pagan sensibility). So, get outta here with your depraved hangover, your "hostel" takeover, and your vile valentine, and give us back our Astaire and Rodgers, our Dale and Roy, our Oscar and Hammerstein, our John Ford and Red River Valley, our Abbott and Costello, our Buck Rogers, and our American Dream (under God, by the way).


And NC-17 for "Blue Valentine" against R for Hostel etc.?

Tired argument, but you have to do better than that, Mr. Dodd.

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