MPAA Unveils a New ‘Check The Box’ Campaign
MPAA Chairman and CEO Senator Chris Dodd unveiled the organization’s new “Check the Box” campaign designed to help parents better understand and use the rating system. Dodd introduced the campaign in Las Vegas at the annual convention for the National Association of Theatre Owners (NATO) along with NATO President John Fithian.
“The goal of the rating system has never changed: to inform parents and allow them to make their own decisions.”
In a MPAA press release Senator Dodd is quoted as saying:
"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."
In addition to a new block of rating information that will make film descriptors more prominent, the Classification and Rating Administration (CARA) arm of the MPAA is creating educational materials, including a PSA and posters that will be shown in movie theaters across the country.