Hollywood wants parents to know that they can cut back on the sex and violence their kids are exposed to at the movies and on television.
A collection of industry lobbyists and companies are teaming up on a multimedia campaign designed to educate families about ratings systems and parental control technology that can block mature content.
The move comes as the entertainment business has faced criticism and scrutiny from politicians and political commentators in the wake of shootings in Newtown, Conn., Chicago and elsewhere. The National Rifle Association, in particular, has been vociferous in its condemnation of violent video games and movies as a contributing factor to mass-violence.
Last December, NRA Executive Vice President Wayne LaPierre suggest that "blood-soaked" films like "American Psycho" are to blame for incidents like the school shooting in Newtown.
“Isn't fantasizing about killing people as a way to get your kicks really the filthiest form of pornography?" LaPierre said.
After the Newtown murders, Chris Dodd, the chairman of the Motion Picture Association of America, said Hollywood was ready to participate in a national conversation about violence in the media.
"Those of us in the motion picture and television industry want to do our part to help America heal," Dodd said. "We stand ready to be part of the national conversation."
The MPAA, along with the National Association of Broadcasters, Verizon, DirecTV, the National Cable & Telecommunications Association, the American Counseling Association and the National Association of Theatre Owners, is sponsoring the educational campaign.
The campaign will include educational and informational websites and in-theater advertising. It also involves a series of television commercials, a selection of which are currently on YouTube. They offer a humorous take on the issue with parents telling characters from mob shows and slasher movies that they intend to block the questionable programming.