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Steve Allen - Composer, Author, Entertainer
Ron Anderson - Vice Chairman, Bozell Corporation
James G. Buick - former President, Zondervan Corporation
Robert J. Campbell, Jr. - President, Bridgestone Multimedia Group, Inc.
George T. Cook - Sr. Vice President, Salomon Smith Barney, Inc.
Leslie Dietzman - President, Family Christian Stores
Hon. Charles Grassley - U.S. Senator, Iowa
David Hartman - Managing Director, Chubb Insurance Group
Dee Jepsen - President, Enough Is Enough; former aide to President Reagan
Dean Jones - Actor, Producer
William Kanaga - Chairman (retired), Arthur Young, CPA’s; former Chairman, U.S. Chamber of Commerce
Al Kasha - President, MTM Music; two time Academy Award-winning composer
Joel"Buff" Kizer - Chief of Staff, Warburg Dillon Read
Tom Landry - former Head Coach, Dallas Cowboys
Keith Lang - Vice President, AIS Container Corp.
Holly McClure - Radio Personality, Film Critic
Michael Medved - Author, Film Critic, Talk Show Host
Joe Paterno - Head Coach, Penn State University
Arthur Taylor - President, Muhlenberg College; former President, CBS
Dar VanderArk - Executive Director, MDAC
Kenneth Wales - Executive Producer film and TV
Patricia A. Warner - Administrator, C. S. Mott Children’s Hospital, University of Michigan Medical Center
Rev. B. J. Weber - President, New York Fellowship
C. Frederick Wehba - Chairman & CEO, Bentley Forbes Group, Inc.
Lisa Whelchel - Actress, Recording Artist

GRAND RAPIDS, January 27 -- A comprehensive ten-year study focusing on the profitability of films based on their MPAA (Motion Picture Association of America) rating is being released today. It reveals that, while Hollywood produced 17 times more R-rated than G-rated films between 1988 and 1997, the average G-rated film produced 8 times more gross profit than its R-rated counterpart. In addition, the average G-rated film produced a 78% greater rate of return on investment (ROI) than the average R-rated film.

The study of 2380 widely released films (800+ screens) rated by the MPAA between January 1, 1988 and December 31, 1997 was commissioned by The Dove Foundation, a nonprofit corporation whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment.

The Dove Foundation’s contention is that movies that appeal to the broadest market segment are an important part of any studio’s profit equation. "If Corporate Hollywood’s objective is to make money for its stockholders, it should have no problem convincing its creative partners to redirect their efforts from R to G and PG films, and give the public more of what it wants - for profits sake," said Dick Rolfe, CEO of The Dove Foundation.

The study has met with high praise from many Hollywood insiders, including such well-respected names as Steve Allen and Dean Jones.

"Moviegoers are not crying out for endless sequels of Rugrats and Babe," said Rolfe. "What they want to see are more action/adventure films, comedies, dramas and mysteries -- but without naked bodies, exploding heads and filthy language."

To drive the point home, The Dove Foundation is delivering copies of the full study to studio executives throughout the movie industry for their personal perusal.

It is possible to make a great film for adult audiences without resorting to gratuitous nudity, violence and profanity," said Mr. Rolfe. "Frank Capra (It’s a Wonderful Life), Horton Foote (Tender Mercies, Trip to Bountiful) and Alfred Hitchcock (Rear Window, North by Northwest) are examples offered by Rolfe of creative geniuses who could excite, provoke or mystify movie audiences without employing cheap and easy devices that characterize many R-rated films today. A recent example of a well-produced action/adventure film suitable for family viewing is the PG-rated Star Trek: Insurrection.

Michael Medved presented a study by Paul Kagan Associates in his 1992 best selling book, Hollywood Vs. America that tied financial output to MPAA ratings. That study demonstrated that a PG-rated film was three times more likely to gross $100 million at the box office than an R-rated film. As a result, G and PG movies became a more prominent part of the entertainment landscape between 1993 and 1996. Recently however, the production of R-rated films has increased again from a low of 99 in 1994 to an all time high of 169 in 1997. PG and G releases dropped by 25% to a total of 48 pictures the same period.

Since the Motion Picture Association of America introduced the movie ratings system in 1968, nearly 60% of all films released by Hollywood have been rated R. Studios defend their actions with claims that these types of movies make the most money. The study released today completely debunks those assertions.

According to The Dove Foundation study, Michael Medved’s 1992 exhortation still rings true.
"Making wholesome movies is not only good citizenship, it’s good business."

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