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Letter to Hollywood: Stop hawking toxic films to toddlers
By Christina Quick | February 9, 2008
What’s Hollywood thinking, marketing PG-13 movies to preschoolers?
That’s what a coalition of 21 advocacy groups is asking the Motion Picture Association of America. A letter written last month by the Campaign for a Commercial-Free Childhood urges the MPAA to restrict advertising of PG-13 films on children’s television; prohibit restaurant toy giveaways or other food promotions aimed at young children for PG-13 movies; and ensure that any toys released in conjunction with a film carry an age recommendation consistent with the film’s rating.
The 2007 flick Transformers is one example of a PG-13 movie marketed extensively to young children. The film, based on a line of children’s toys, is loaded with violence, vulgarity and references to sex, alcohol and drugs.
“Transformers is just one of a string of violent, PG-13 movies marketed to preschoolers,” says Susan Linn, CCFC’s co-founder and director. “For too long, the film industry has undermined its own rating system by bypassing parents to target young children directly with marketing for films that the industry itself has determined warrant parental caution.”
Between May 2006 and June 2007, the Children’s Advertising Review Unit publicly cited seven instances of PG-13 movies being advertised during children’s television programming. In 2007, Spiderman 3, Pirates of the Caribbean: At World’s End, and The Fantastic Four: Rise of the Silver Surfer featured licensed toys for children as young as four.
In 2005, the PG-13 blockbuster Star Wars: Revenge of the Sith featured toys for young children as well as a Burger King toy giveaway and several other food promotions that clearly appealed to preschool children, despite George Lucas’ public statements that the film’s violence and dark themes were inappropriate for children under six.
A PG-13 rating means parental guidance is advised for children under the age of 13. It is usually given to movies that contain violence, profanity or brief displays of nudity.
Topics: Trends |
