"Check the Box" campaign will make ratings descriptors more prominent for parents
A new "Check the Box" ratings-awareness campaign was announced by MPAA Chairman Chris Dodd at a session Tuesday morning at the CinemaCon convention in Las Vegas.
The campaign, which will make the ratings descriptors for movies more prominent in the rating block that accompanies films, will give parents "the information they need to navigate the rating system and movies coming to their theaters," Dodd said.
The campaign also will include educational materials, such as public-service announcements and posters, which will be showcased in theaters.
"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 new campaign, Dodd added, "focuses on these descriptors, giving parents the information they need to navigate the rating system and movies coming to their theaters."
Dodd was joined during his remarks by John Fithian, the president of the National Association of Theater Owners, which presents the annual CinemaCon convention.
Watch the PSA for the new campaign here.