MPAA debuts new 'Check the Box' ratings awareness campaign
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.