A COLUMN BY Dick Rolfe Chairman, THE DOVE FOUNDATION
Families Sending Hollywood Mixed Messages
Ever since the MPAA established the movie rating system in 1968, a highly illusive and increasingly frustrating Ratings Game has been ongoing to the detriment of nearly everyone who plays. The rules of the Ratings Game go something like this. The Red Team (we’ll call these players, filmmakers) count the number of points (dollars) given to each movie. They examine the criteria of the most successful movies, including their ratings – G, PG, PG-13 or R. Afterward, the Red Team tries to duplicate these movies so they can continue capturing many points as possible from the Green Team (let’s call them, moviegoers).
Filmmakers who play the Ratings Game developed a conventional wisdom that causes them to draw the following conclusions: "The G rating is the kiss of death." "We have added four-letter words to spice up a movie so it will gain at least a PG rating." "We’re targeting 7, 8 and nine-year-olds with PG-13 movies." "A PG-13 rating is the Good Housekeeping Seal for parents, and these movies are a ‘must-see’ for young children." "We are toning down R-rated movies just enough to make sure they have access to that young audience." Here’s my favorite, "Everyone knows that moms and dads won’t accompany their little ones to a movie unless there’s enough sex or violence or foul language for the grown-ups to enjoy." Lest you think these assumptions are unfounded, the quotes in this paragraph are from several top executives at Disney, Twentieth Century Fox and Columbia/TriStar.
Moviegoers fail to see how filmmakers could draw such "ridiculous" notions, given their own mantra that goes something like this; "We want wholesome movies free from sex, violence and profanity." "Why do my children have to be bombarded with filth every time they rent a video or purchase a movie ticket?" "The ratings seem to keep changing all the time. The stuff that used to be in R-rated movies a few years ago has crept into PG-13 movies today."
How could the two sides be so far apart in their understanding when they have been playing the Ratings Game for over thirty years? I believe its partly because many Green Team members have been sending mixed messages to the Red Team. Moviegoers have been compromising their standards for many reasons. First, parents are giving in to the pressures of their little ones who carry on until they are allowed to watch the latest hip movie their friends are seeing. That brings us to the next reason. There is strong peer pressures among kids to be "cool" and see certain movies that are hyped to their age group by the studio marketers. And, many well-meaning adults tell me that they put up with lots of swearing and immoral portrayals in PG-13 movies because there is such a dearth of high quality G and PG movies to enjoy. But, frankly they wish they didn’t have to be subjected to such gratuitous nonsense. Unfortunately, Hollywood doesn’t know what content we "tolerated," they only know we what movies we went to see. Remember; they are after our points, not our opinions.
One good thing about this story is that Hollywood is listening. In fact, they are much more attentive than we give them credit. It is up to us as consumers to become better communicators if we want everyone, especially our children, to win this Ratings Game. Since we persuaded filmmakers to modify their production targets from R to PG-13 rated films, we can continue leading them in a more family-friendly direction. All we have to do is refuse to compromise our values when faced with certain temptations to take the easy way out. Eventually – probably sooner than later – they will follow the money trail and make terrific movies that the entire family can enjoy.
To obtain addresses of the businesses above, call The Dove Foundation at 616-454-5021. Fax your request to 616-454-5036. Email movies@dove.org. To receive a complimentary list of Dove Family-Approved movies and videos, call 800-218-DOVE (3683)
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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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