MPAA Chairman and CEO Senator Chris Dodd has unveiled an adjustment to the movie ratings system that is meant to help parents better determine whether certain content is appropriate for their child.
As part of the MPAA’s new “Check the Box” campaign, announced today at CinemaCon by Dodd and National Association of Theatre Owners president John Fithian, ratings descriptors will begin being more prominent when displayed along with movie ratings.
“Throughout its existence, the goal of the rating system has never changed: to inform parents and allow them to make their own decisions, considering their children’s sensibilities and unique sensitivities,” Dodd said. “In 1990, we took a significant step to advance that goal, introducing rating descriptors for every film that is rated PG or higher, giving parents a snapshot of the content in each movie that leads to its rating. The campaign we are announcing today focuses on these descriptors, giving parents the information they need to navigate the rating system and movies coming to their theaters.”
Other parts of the campaign will focus on reminding parents about the tools at their disposal to help them to make educated decisions. The PSA below was also released: