[Dr. Laura Perspective]
GUEST ESSAY: Hollywood
Responds to Consumer Demands
By Dick
Rolfe, Chairman of
The
Dove Foundation, Grand Rapids, MI
Finding a wholesome movie or video that you can watch with confidence, or purchase for a friend or relative is more difficult today than ever before. One reason for the confusion is that the movie ratings system is no longer a reliable measure of a film’s content. The Motion Picture Association of America, (MPAA) has revised its ratings criteria over the years, resulting in a lowering of moral standards in today’s films. An R-rated movie from just five years ago could easily pass muster today for a PG-13 rating. Illicit sexual activities like adultery and fornication, as well as countless obscenities and profanities, are finding their way into PG movies at an alarming rate.
To combat this deterioration of values in media, The Dove Foundation developed the Dove Family-Approved Seal, which is awarded to videos and movies that portray positive lifestyles based on Judeo-Christian ethics. Since the Dove Seal represents a high moral standard that remains constant, parents can shop with confidence when making their movie and video selections from the Dove-approved list. It should be made clear, however, that the Dove Seal is not intended to take the place of good ol’ parental discretion. There are certain subjects that would not adversely affect one child that might be harmful to another.
The Dove Seal helps parents narrow their choices from thousands to tens, but should not be construed as representing each and every family’s set of values.
In recent years, filmmakers have adopted a weird conventional wisdom that believes even family movies must be salted with a little naughtiness or perversion in order to be successful at the box office. The adage “sex sells” has become an essential component in Hollywood’s success formula for movies targeted at teenagers -- and, if you mix sex with violence, all the better. It comes as no surprise that these same industry moguls advocate marketing PG-13 movies to 8 - 12 year-olds. Nor is it inconsistent that they believe that R represents “Rebellious” rather than “Restricted,” and should be available to anyone who wants a little “sophisticated” entertainment, regardless of age. Entertainment trade publications frequently boast that preteens regularly buy tickets to PG movies with the intention of sneaking into R-rated films next door. Theater owners do precious little to discourage this practice.
Tired of the constant rhetoric about whether sex, violence or profanity is necessary to make a film into a hit, The Dove Foundation released a comprehensive study in January that measures the profitability of films by each movie ratings category, G, PG, PG-13, R, NC-17. (Ed: Detailed copies of the Film Profitability Study are available from The Dove Foundation.)
The Study of 2380 films released between January, 1988 and December, 1997 reaffirmed something Dove and others have been preaching for years – family-oriented movies are usually morally and financially preferable to all other types of films. Studios released over 1300 R-rated films, making up 55% of the total. In direct contrast, R-rated movies made an average profit of only $11 million per film compared with 75 G-rated movies which produced an average profit of $93 million each, but counted for only 3% of the movie releases during the same ten-year period. The reasons why Hollywood produced such a disproportionately large number of low-profit (R-rated) films during the past ten years is fodder for another article.
The Dove Foundation sent copies of the Study to every major studio CEO as well as to the top mutual fund and pension fund administrators in the country. Stories about the Study appeared in scores of newspapers and magazines in the United States and Europe including, Hollywood Reporter, USAToday, Forbes, Washington Post, London Financial Times and London Guardian. National radio broadcasters, including Dr. Laura, brought the details of Dove’s Study to the attention of their audiences
One cannot predict whether even a valid criticism of the entertainment industry would be well received, or whether it would be dismissed as the irrelevant ranting of an outsider with insufficient knowledge of the industry. Fortunately, for reasons only God knows, such was not the case this time.
In response to Dove’s Film Profitability Study, several changes are already afoot in Hollywood. One divisional president at Universal Pictures wrote thanking Dove for the study, not only as a professional, but as a parent. She listed seven family-oriented movies Universal has scheduled for production during 1999. This is significant, since the studio released an average of four family films annually during the previous ten years.
One week after receiving the Dove Study, Walt Disney CEO, Joe Roth, announced a significant change in the relative proportion of Adult/Action pictures to Family films flying under the
Disney banner. They are moving from a former ratio of four Adult/Action movies for every Family film to 2:1 this year, heading toward a 1:1 ratio by the year 2000.
Sumner Redstone, Chairman of Viacom (Paramount Pictures, Nickelodeon, MTV) attributed his company’s profitability this past quarter to Nickelodeon in general, and more specifically to the "Rugrats" TV series and movie. John Calley, CEO of Sony Pictures (Columbia/Tri Star) -- the number one producer of R-rated movies during Dove’s study -- announced the formation of a new Children's and Family Film Division.
It appears that Hollywood is finally willing to consider giving the American public what it wants -- exciting, entertaining, even provocative movies, but without exploding heads, foul mouths or naked bodies. But, we should not celebrate our victories too quickly. It is deceptive to assume that all G-rated films contain virtuous themes. It is equally erroneous to categorically dismiss all R-rated movies as evil. The prevailing message in a film can be destructive even if it is devoid of any profanity or nudity. Likewise, R-rated “Amistad,” “Schindler’s List” and “Saving Private Ryan” each presents a moral imperative against a backdrop of tragic violence and humiliating immorality…not unlike many stories in the Bible.
Remember that in a capitalistic system the consumer is king (or queen). We must remain vigilant and wise as consumers. If we compromise our standards in a desire to be "entertained," we will defeat the entire movement and send the wrong message to Hollywood. Mao Tse-tung once said, "The people vote with their feet." Let’s make sure we don’t pull the wrong lever when going to a movie or renting a video.
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Dr. Laura is a member of The Dove Foundation’s Board of Advisors. The Foundation maintains a Web site at http://www.dove.org that contains information about the latest Dove-approved movies and videos.
Ten Commandments for
Writing the Movie Companies
Write movie distributors when you want to
praise them for a good film or comment on an offensive one. The following is a digest of Ten
Commandments for writing the movie companies, prepared by MasterMedia
International.
1.
Thou shalt respond to the creators of media. Let the creators of
film, radio and print media know your convictions. Express both appreciation and
concern.
2.
Thou shalt indicate clearly the perspective from which you write. Declare if you are writing as “a
parent,” “a victim of child abuse,” or
“a company representative.”
3.
Thou shalt communicate to the top of the structure. Address the person by
name that has the power to do something (corporation president, editor, or
program director.)
4.
Thou shalt get right to the point. Keep communication short and concise.
Address a single issue not a collection of frustrations.
5.
Thou shalt be specific as to the details. Specify exactly what
you are responding to, when and where it appeared, and what pleased or
displeased you about it.
6.
Thou shalt be positive and courteous. Be respectful, courteous and avoid
profanity or phrases that attack the person’s character.
7.
Thou shalt avoid theology. Avoid theological lingo, condemnation of
their religious viewpoint, attempts to convert them, or long scripture
quotations.
8.
Thou shalt be reasonable. Give reasons why you feel the media content
was irresponsible, inappropriate, admirable or noteworthy.
9.
Thou shalt pray about your response. Pray for guidance, for a positive
response, and for the executive receiving it. “Sleep” on written responses
before sending.
10.
Thou
shalt follow up on your response. Respond again if an offense continues or you do not
receive an adequate response. Express thanks for information received.
Courtesy:
MasterMedia International
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Steven Spielberg, Jeffery
Katzenberg, David Geffen - Co-CEO’s Dream Works - SKG 100 Universal Plaza, Bungalow
477 Universal City, CA 91608 Frank Mancuso, Chairman
& CEO MGM/UA 2500 Broadway St Santa Monica, CA 90404 Harvey Weinstein,
Co-Chairman Miramax Pictures 375 Greenwich St. New York City, NY 10013 Robert Shaye, Chairman New Line/Fine Line 116 N. Robertson Blvd. Suite
200 Los Angeles, CA 90048 Jonathan Dolgen, Chairman Paramount Pictures Viacom Entertainment Group 5555 Melrose Ave Los Angeles, CA 90038
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John Calley, President &
CEO Sony Pictures Entertainment 10202 W. Washington Blvd Suite 3300 - Thalberg Bldg. Culver City, CA 90232 Bill Mechanic, President Twentieth Century Fox 10201 W. Pico Blvd. Bldg. 88 - Room 115 Los Angeles, CA 90035 Ron Meyer, President &
COO Universal Pictures 100 Universal City Plaza LRW
14 Universal City, CA 91608 Michael Eisner, Chairman, Joe Roth, President Walt Disney Company 500 South Buena Vista St Burbank, CA 91521 Bob Daly & Terry Semel, Co-CEO’s Warner Bros. 4000 Warner Blvd. Burbank, CA 91522
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