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New York's Landmark Sunshine Offers Free Entry to NC-17 "Shame." Must Be in Diapers.

Photo of Bryce J. Renninger By Bryce J. Renninger | Indiewire December 2, 2011 at 6:26PM

Landmark Sunshine has found a creative promotion for Steve McQueen's "Shame:" The theater is screening the Michael Fassbender sex addiction flick as part of its weekly "Rattles & Reels" film screening series.
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TORONTO REVIEW | Steve McQueen's "Shame" Is All About Michael Fassbender
Michael Fassbender in "Shame." Fox Searchlight.

Landmark Sunshine has found a creative promotion for Steve McQueen's "Shame:" The theater is screening the Michael Fassbender sex addiction flick as part of its weekly "Rattles & Reels" film screening series.

Yep, this one's for the babies.

The Landmark website advertises the screening as such:

Adults pay regular admission prices — but, all babies are FREE!

No worries about finding a sitter for your child when you can bring them with you! Meet other caregivers and make it your weekly playdate! 

This certainly begs a few questions: Does the MPAA's NC-17 rating apply to those in diapers? Aren't babies always "FREE"? And how many caregivers want to spend their Wednesday watching Michael Fassbender deal with his Freudian woes while simultaneously babysitting or taking care of their child? 

Indiewire called the theater for clarification. The theater manager told us that this series typically attracts caretakers of babies six months and under and usually, "they aren't seeing the film." He assured Indiewire that hey will enforce the MPAA's "no children under 17 admitted" rule, saying "I wouldn't want, say, a three-year-old there."

We're certainly not the world's biggest fans of the MPAA's rating system. And we're all for creative promotions that get people in the theater. But perhaps this time, parents and caretakers, it's best to invest in that babysitter and see the film at another time. For your own good.

Screen grab:

Shame Rattle & Reel






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