The Motion Picture Association of America launched a new campaign to make its movie ratings more prominent for parents.
Since 1990, a rating of PG or higher from the MPAA's Classification and Rating Administration has come with descriptions that explain why a film received that rating. Descriptions like “intense sci-fi action,” “crude humor and sensuality” or “strong carnage” give parents a quick sense of the content of a film. The new campaign will make the box containing those descriptions more prominent.
The campaign is also creating educational materials, posters for display in movie theaters and a public service announcement encouraging parents to “check the box.”
MPAA Chairman and CEO Chris Dodd announced the campaign Tuesday at the annual movie theater convention, CinemaCon, in Las Vegas.
The White House has pushed for more education for parents about film content in light of the Newtown, Connecticut shootings.