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CinemaCon: MPAA Head Chris Dodd Urges Parents to "Check the Box," Descriptors on Film Ratings Blocks Now More Prominent

Photo of Beth Hanna By Beth Hanna | Thompson on Hollywood April 16, 2013 at 1:30PM

During MPAA Chairman and CEO Senator Chris Dodd's remarks today at CinemaCon (the national theater owners' convention), a new campaign was revealed intended to remind parents to "Check the Box" (being the ratings box) so they can make informed decisions about the content of a movie before determining if it's appropriate for their children.
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Chris Dodd

During MPAA Chairman and CEO Senator Chris Dodd's remarks today at CinemaCon (the national theater owners' convention), a new campaign was revealed intended to remind parents to "Check the Box" (being the ratings box) so they can make informed decisions about the content of a movie before determining if it's appropriate for their children.

Dodd reported that the descriptors on each ratings block have now been made more prominent, so that it's easier to determine the type of content in a film.

A PSA and poster will also be showcased in theaters across the country. The video can be viewed here.

He stated:

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.  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.  We’ve produced something we believe you will be proud to showcase at your theaters.

This article is related to: News, CinemaCon , MPAA, News


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.