Hollywood Responds to FTC Scrutiny

In September 2000, the FTC held hearings on the marketing of violent entertainment to children. Since then, Hollywood studios and organizations have weighed in on the issue in an effort to appease politicians critical of their marketing practices.

Fearing government regulations, the MPAA was quick to respond with promises to police its industry better. MPAA president Jack Valenti unveiled a 12-point plan, including the following:

Each company will request theater owners not to show trailers for films rated R for violence in connection with its G-rated films. In addition, companies will not attach trailers for films rated R for violence to videocassettes or DVDs of G-rated movies.
No company will knowingly include anyone under the age of 17 in research screenings for films rated R for violence.
Film companies will review their marketing and advertising practices to avoid promoting films rated R for violence to minors. Additionally, the companies will appoint a person or committee to regularly monitor and review marketing practices of such films.
The companies will seek ways to include the reasons a film received its rating in print advertising and official movie Web sites. Companies will also provide these reasons to newspapers for use in their movie reviews. The MPAA will encourage theater owners to provide this rating information in their venues, as well. On videocassettes and DVDs, these explanations will be included in the packaging.
The MPAA has established Web sites that describe the current rating system and include database listings for almost every movie rated since 1968. Mpaa.org, filmratings.com, and parentalguide.org will also include information from the electronic game, music, and television industries as well

Before and after the hearings, many studios and broadcasters were promising to impose further restrictions to avoid marketing R-rated films to children. But none of the studios represented at the hearings would publicly agree to neither buy, nor air advertisements for R-rated movies during the family hour. Until they do, this is but semantics.

News Corp. outlined a plan which will prevent the placement of ads for R-rated films during any television show or in publications where more than 35% of the audience is under the age of 17.

Warner Bros. Pictures followed News Corp.'s lead, then took it a step further, announcing that in addition to limiting the placement of ads, it will not advertise R-rated movies to youth organizations or in venues for which 35% or more of the audience is expected to be under the age of 17. Warner Bros. President and CEO Alan Horn told the Senate Commerce Committee, "Our professional obligation is to entertain. Our moral obligation is to entertain responsibly."

The Directors Guild of America called for a universal ratings system for all entertainment products and for the creation of an "industry-devised code of conduct governing the marketing of movies intended for mature audiences." In its statement, the DGA called upon "all theater owners to employ a zero-tolerance policy with respect to allowing underage children to enter the theater playing a movie that has been deemed inappropriate for their age group." The DGA added that the NC-17 rating is an "abject failure." Many major theater chains refuse to run NC-17-rated films, so directors cut the content in their films just enough to earn a "hard R" rating, which the DGA's Task Force on Violence and Social Responsibility says frustrates directors who don't want their movies seen by young audiences. Directors present at the DGA Task Force press conference included David Fincher (Fight Club; Seven; Alien 3) and Wes Craven (the Scream trilogy; Nightmare on Elm Street).

Hearst Argyle Television Inc. said it wouldn't carry advertisements for R-rated movies before 9 p.m. on its 26 television stations. The New York-based company, which owns stations affiliated with NBC, ABC, CBS, and other networks, already had an informal policy regarding placement of advertisements for R-rated movies, but has now made it official. "You're not going to keep kids from watching TV after 9:00," said Hearst spokesman Thomas Campo. "The idea being if at least the advertising is restricted until after 9:00 p.m., it increases the likelihood that parents will be home."

In an effort to increase the usefulness of movie ratings, Disney announced a "strengthening" of its marketing practices for R-rated films. Disney divisions Touchstone, Hollywood Pictures, and Miramax Films will include supplemental information in print advertising, theater trailers, and on Web sites that describes why a film received the R rating. Disney also will not permit exhibitors to air trailers of R-rated films on theater screens showing films distributed under the Walt Disney Pictures banner. Disney added that their ABC network will no longer air commercials for R-rated movies before 9:00 p.m. Disney president and CEO Robert Iger announced that Disney believes the MPAA should totally revamp the current ratings system, replacing it with a system covering movies, television, and music. "We believe a universal ratings system would represent a significant step toward helping parents make informed decisions about the entertainment their children should see or hear," said Iger.