A COLUMN BY Dick Rolfe Chairman, THE DOVE FOUNDATION
FAMILY FILMS RAKE IN THE MONEY
Does a film’s rating influence its profitability? That’s what we wanted to find out -- especially if those findings would support the creation of more family-oriented films.
The Dove Foundation commissioned a comprehensive ten-year study measuring the profitability of films by each Motion Picture Association of America (MPAA) ratings category (G, PG, PG-13, R, NC-17). This enormous project was undertaken to determine once and for all which movies are statistically the most popular and the most profitable. The data was provided by a top media research firm, Kagan Media Appraisals, and assembled and analyzed by economists and statisticians at Seidman School of Business, Grand Valley State University in Grand Rapids, Michigan.
We were determined to unearth the truth, whatever that was. If this unbiased study had shown R-rated films to be the most profitable, so be it. The truth is however, that family-oriented movies — primarily in the G and PG categories — released over the past ten years are, in point of fact, the real money-makers. And the study proves it beyond the shadow of a doubt, thereby debunking the old adage that sex, violence and profanity are necessary before a film can make money.
The study shows that, while Hollywood produced 17 times more R-rated films from 1988 to 1997 than G-rated films, the average G-rated film generated 8 times greater profit per film than its R-rated counterpart. In fact, G rated films produced a 78% greater rate of return on investment (ROI) than R-rated films.
The Hollywood studios argue that artistic expression is sacred and must be protected at all costs. When asked about our study, Twentieth Century Fox Chairman of Domestic Film Group, Tom Sherek said, "We are in a creative business based on content. The creative element has to be allowed to make the movie they want to make. The one thing you don’t want to do is hurt the integrity of the movie."
Creative expression should not be more sacred than the rights of stockholders to make money and those of the movie-going public to enjoy good stories without being assaulted by gratuitous sex, violence and profanity that adds little or nothing to the story. Profits matter in the entertainment industry — otherwise they would call it "Show Art."
We are sending a copy of this study to every major Movie Studio CEO. We are also sending copies to the top 200 Mutual Fund Administrators and Pension Fund Administrators in the United States. We hope this data defending wholesome movies will persuade filmmakers to reconsider how they invest their stockholders’ money, and how they entertain the public.
Note: Copies of the Profitability Study can be obtained by sending a donation of $20 to:
The Dove Foundation, or visit The Dove Foundation’s Website at http://www.dove.org/reports
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)454-5021.
Return to our home page | Dick's bio | past columns
to dickrolfe@dove.org
Updated by: Scott RolfeCopyright © 1999, The Dove Foundation. All rights reserved.