I just returned from a visit with several Hollywood film executives. Their state-of-the-box-office report on family-oriented movies was not at all what I hoped it would be. I've prefaced their findings with a brief historical summary of the past two years' filmmaking.
In 1993, studies reported that, "PG movies are three times more likely to reach $100 million revenue than R-rated films." This resulted in an avalanche of wholesome movies. But one nagging question that remained unanswered was, if a few family movies can make money, will lots of them also make money?
In my September, 1994 column, "Are Family Movies Making Money?" I reported that thirteen Dove-approved movies were released within six weeks that summer. I predicted that these films could not all do well financially because, "the average family would have to take out a bank loan, or cash in their kids' college funds to afford seeing the entire selection of family hits."
One of the top level executives I met with last week addressed that same issue. "Unless moviegoers support the family films we're producing now, we can't afford to continue making them," he warned. Many films made especially for family audiences during the past year did not do well. "Free Willy 2," "The Little Princess," "Indian in the Cupboard," "Magic in the Water," "Amazing Panda Adventure," "Baby Sitters Club, "Operation Dumbo Drop," "Kid in King Arthur's Court," all fell well below expectations. They were scooped by a few blockbusters like, "Babe-The Gallant Pig" and "Pocahontas." "While You Were Sleeping" and "Apollo 13" were the big money winners for older family audiences.
If Hollywood expects to make money on more than four family pictures a year - and if we expect them to make more than four a year - something has to change. First, we moviegoers must not squander our vote (movie ticket) on stories that don't uphold the virtues we personally embrace. All too often I hear people argue that they are "mature enough to endure" the bloodshed, illicit sex and profane language of a film because, "after all, it's such a great movie in every other respect." I'm also frequently asked why Hollywood won't release airline-edited versions of some films so that families can enjoy them. Perhaps one reason is that too many of us are "investing" in the R-rated version at the theaters, thereby reducing the pressure for the studios to release two versions on home video.
Another part of the answer would require movie distributors and theater owners to embark on a bold search for a new, reduced price structure for family-type films. Lower admission prices would make it affordable for more families to enjoy more wholesome movies together, while studios and theater owners could make a respectable profit from the increased attendance. The Dove Foundation has proven beyond doubt, with three years of successful Dove Family Film Festivals, that there is a tremendous market for Dove-approved family-oriented movies. Somewhere between the traditional first-run prices of $6/adult - $4/child, and the Dove Film Festival prices of $1.50/adult - free/child, is the right pricing combination for these movies.
In the final analysis, movie producers, distributors, theater owners and consumers must each do their part. Let's work together toward the honorable goal of increasing both the supply and demand for high quality, wholesome movies - to everyone's benefit.
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Dick Rolfe is Chairman of The Dove Foundation a nonprofit organization whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment. For more information about wholesome films and videos, write: 535 E. Fulton, Suite 1A, Grand Rapids, MI 49503, or call (616)454-5024.
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