News





MPAA debuts new 'Check the Box' ratings awareness campaign

April 23, 2013

Motion Picture Association of America chairman and CEO Chris Dodd, along with National Association of Theatre Owners president John Fithian, revealed a new campaign intended to remind parents about the tools at their disposal which allow them to make educated decisions about content appropriate for their children.

Speaking at the CinemaCon convention in Las Vegas, Dodd observed, “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 theatres.”

Dodd said that the MPAA’s Classification and Rating Administration has renewed and improved the rating block to make the descriptors more prominent, as well as creating educational materials, including a PSA and posters, to be showcased in theatres across the country. The campaign urges parents to “Check the Box” (the ratings box) so they can learn more about the content of a movie before determining if it is appropriate for their children.

Click to view a PSA that is part of the campaign.




MPAA debuts new 'Check the Box' ratings awareness campaign

April 23, 2013

Motion Picture Association of America chairman and CEO Chris Dodd, along with National Association of Theatre Owners president John Fithian, revealed a new campaign intended to remind parents about the tools at their disposal which allow them to make educated decisions about content appropriate for their children.

Speaking at the CinemaCon convention in Las Vegas, Dodd observed, “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 theatres.”

Dodd said that the MPAA’s Classification and Rating Administration has renewed and improved the rating block to make the descriptors more prominent, as well as creating educational materials, including a PSA and posters, to be showcased in theatres across the country. The campaign urges parents to “Check the Box” (the ratings box) so they can learn more about the content of a movie before determining if it is appropriate for their children.

Click to view a PSA that is part of the campaign.

More Cinemas

CineAsia 2014 to honor Indonesian film producer Maya Barack-Evans

Film producer and anti-piracy campaigner Maya Barack-Evans will be honored with the Asia-Pacific Copyright Educator (ACE) Award at CineAsia 2014. More »

Cineasia 2014 To Honor Japan’s Tokyu Recreation with DLP Cinema® Marketing Achievement Award

Tokyu Recreation Co. Ltd., will be honored with the DLP Cinema® Marketing Achievement Award at CineAsia 2014, schedule to take place Dec. 9-11 at the Hong Kong Convention and Exhibition Centre. More »

Hispanic Professionals Honor Marcus Theatres’ Rodriguez

Rolando Rodriguez of Marcus Theatres has received the Executive Leadership Award from the Hispanic Professionals of Greater Milwaukee (HPGM), an organization dedicated to fostering leadership and new initiatives that support Hispanics and Hispanic businesses. More »

Frisco's Wade Park signs iPic Theaters and Pinstripes Bowling

iPic Theaters and Pinstripes, Inc. will headline the entertainment at the Wade Park development in Frisco, Texas More »

ADVERTISEMENT



REVIEWS

The Drop review
Film Review: The Drop

An excellent cast carries this familiar crime story that relies on revelations a little far-fetched. More »

Dolphin Tale 2
Film Review: Dolphin Tale 2

Handicapped dolphin Winter finds a new friend in this wholesome sequel to a family favorite. More »

Player for the Film Journal International website.


ADVERTISEMENT



INDUSTRY GUIDES

» Blue Sheets
FJI's guide to upcoming movie releases, including films in production and development. Check back weekly for the latest additions.

» Distribution Guide
» Equipment Guide
» Exhibition Guide

ORDER A PRINT SUBSCRIPTION

Film Journal International

Subscribe to the monthly print edition of Film Journal International and get the full visual impact of this valuable resource for the cinema business.

» Click Here

SPONSORSHIP OPPORTUNITIES

Learn how to promote your company at the Film Expo Group events: ShowEast, CineEurope, and CineAsia.

» Click Here