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A comprehensive ten-year study focusing on the profitability of films based on their Motion Picture Association of America rating was released January 28. It revealed that while Hollywood produced 17 times more R-rated (restricted) movies than G-rated (general) movies between 1988 and 1997, the average G-rated film produced eight times more gross profit than R-rated films. Moreover, the average G-rated film produced 78% greater rate of return on investment than the average R-rated film.
The study was conducted on 2,380 widely released films between January 1, 1988 and December 31, 1997. It was sponsored by the Dove Foundation, a non-profit corporation whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment.
The Dove Foundation's contention is that movies that appeal to the broadest segment are an important part of any studio's profit equation. "If Corporate Hollywood's objective is to make money for its stockholders, it should have no problem convincing creative partners to redirect their efforts from R to G and PG [Parental Guidance] films, and give the public more of what it wants--for profit's sake," said Dick Rolfe, CEO of the Dove Foundation.
The study has met with high praise from many Hollywood insiders, including well-respected names such as Steve Allen and Dean Jones.
"Moviegoers are not crying out for endless sequels of Rugrats and Babe," said Rolfe. "What they want to see are more action/adventure films, comedies, dramas and mysteries--but without naked bodies, exploding heads and filthy language."
To sell its point, the Dove Foundation is delivering copies of the full study to studio executives throughout the movie industry for their own examination.
"It is possible to make a great film for adult audiences without resorting to gratuitous nudity, violence and profanity," said Rolfe. Frank Capra (It's a Wonderful Life), Horton Foote (Tender Mercies, A Trip to Bountiful) and Alfred Hitchcock (Rear Window, North by Northwest) are examples offered by Rolfe of creative geniuses who could excite, provoke or mystify movie audiences without employing cheap and easy devices that characterize many R-rated films today. A recent example of a well-produced action/adventure film suitable for family viewing is the PG-rated Star Trek: Insurrection.
In his 1992 book, Hollywood vs. America, Michael Medved presented a study by Paul Kagan Associates that tied financial output to MPAA ratings. That study demonstrated that a PG-rated film was three times more likely to gross $100 million US at the box office than an R-rated film. As a result, G and PG movies became more prominent between 1993 and 1996. Recently, the production of R-rated films has increased from 99 in 1994 to 169 in 1997. PG and G releases dropped by 25% to a total of 48 films in the same period.
Since the Motion Picture Association of America introduced the movie ratings system in 1968, nearly 60% of all films released by Hollywood have been rated R. Studios defend their actions with claims that these types of movies make the most money.
A complete copy of the report is available on the Dove Foundation's Web site: www.dove.org/reports.--The Dove Foundation
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