HOLLYWOOD
VOWS REFORM,
BUT
WHO BELIEVES IT?
By:
Mark Cowan Family News in Focus
Some
Hollywood studios were caught overexposed recently when confidential marketing
information was submitted to the Federal Trade Commission, The documents showed
that divisions of studios like Disney, Columbia Pictures and MGM/United Artists
conducted tests for R-rated films with children younger than 17. In some cases,
9-year-olds were recruited to evaluate story ideas, commercials and rough cuts
of the films.
The
revelation came as no surprise to Dick Rolfe of the Dove Foundation, a Grand
Rapids, Mich., organization that encourages development of family-friendly
entertainment.
"Most
filmmakers -- the writers, producers and directors really detest the ratings
because they restrict the size of the audience that they can market their films
to," Rolfe said.
Lara
Mahaney of the Media Research Center expects, however, that moviemakers will
continue to find it hard to resist the teen and preteen audience.
"Everybody
knows that if you entice kids in a certain direction, then you can get them to
do what you want them to do," Mahaney said. "I would definitely say
they are being victimized because they don't have the capability to discern and
make decisions for themselves that would protect them."
Several
studios agreed to restrictions in the marketing of R-rated films to teenagers.
The restrictions include a pledge not to use anyone younger than 17 in a test
screening unless accompanied by an adult. It's still unclear if the restrictions
also will limit ads for R-rated movies during television programs geared to
children.
But
Rolfe said studio execs aren't the only ones who need to take action.
“All
too often I hear from theater owners that the only complaints they get are from
parents who are upset because their children were not allowed to go in
unattended and see an R-rated movie," Rolfe said.
Robert Peters of Morality in Media, a watchdog group in New York City, said the problem mushrooms after films leave the theaters.
"Six
months after the film is gone, [kids] will be in the video store renting them
there," Peters said. "We need some changes in advertising practices,
but ultimately we also need some changes [of parental supervision] in keeping
kids away from films that aren't suitable for them "
Steve
Isaac, a youth-culture specialist with Focus on the Family, said Hollywood and
parents must realize that each needs the other.
"
Hollywood needs to show more citizenship," he said. "They need to be
kinder to our culture, and parents need to express a little bit more control in
their homes."
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