The Motion Picture Association of America has renewed the movie rating system which is specially designed to be easily comprehended by parents. Chairman and executive of MPAA Chris Dodd announced on April 16 at CinemaCon a new system named "Check the Box" to help prevent children from watching inappropriate scenes.
The new campaign will feature detailed descriptions of why a movie receives a certain rating. There will also be a tag attached to trailers explaining that the trailers are approved to play with the features they come to see.
"Throughout its existence, the goal of the rating system has never changed: to inform parents and allow them to make their own decisions, considering the children's sensibilities and unique sensitivities," said Dodd.
John Fithian, head of the National Association of Theater Owners, said that the renewal came on the heels of a Federal Trade Commission report that showed about 75% of juveniles who tried to walk into an R-rated movie last year were stopped. "Three out of four is a great number," Fithian said. "But we won't stop there. We want four out of four."
"I know it's cool to be Quentin Tarantino ... and explore all of the things that you can (with an R rating)," he added. "But audiences are telling us, 'We want more family films.' So do we."
The "Check Box" campaign begins this month with theatrical posters across the country and televised public service announcements.