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1、AMERICAN PARENTS AMERICAN PARENTS VIEWS ON MOVIE VIEWS ON MOVIE RATINGSRATINGSMOTION PICTURE ASSOCIATIONCLASSIFICATION AND RATING ADMINISTRATIONINTRO|STUDY OVERVIEWBACKGROUND,OBJECTIVES&METHODOLOGYINTROEXECUTIVE SUMMARYSECTION IPERCEPTIONS OF THE FILM RATING SYSTEMSECTION IICONTENT CONCERNS AND EVAL

2、UATIONAPPENDIXSECTION IIIRATINGS IN PRACTICECONTENTSCONTENTS34BACKGROUND&OBJECTIVESBACKGROUND&OBJECTIVESCARA aims to ensure that their ratings framework reflects the views of parents regarding the presence of profane language,sex,nudity,violence,drug use,smoking,and other subjects that may be a sour

3、ce of concern for parents.Please note that this research makes no assumptions about the rating system as it currently exists;rather,it seeks to understand parents perceptions from an objective standpoint.The Classification and Rating Administration(CARA),a division of the Motion Picture Association(

4、MPA),commissioned PSB Insights to conduct research to develop a comprehensive,quantitative view of U.S.parents perceptions,attitudes and expectations regarding movie content and the film rating system.5MPA MOVIE RATING EXPLAINEDMPA MOVIE RATING EXPLAINEDRatings are determined by the Classification a

5、nd Rating Administration(CARA),via a board comprised of an independent group of parents.Every film is assigned a rating(G,PG,PG-13,R,NC-17)that indicates its level of content so parents may decide if the movie is suitable for their childrenThis language provides a more detailed explanation to parent

6、s of what the specific rating meansThis language is unique to each film and conveys the elements that caused its rating6MPA MOVIE RATINGSMPA MOVIE RATINGSNothing that would offend parents for viewing by childrenParents urged to give“parental guidance.”May contain some material parents might not like

7、 for their young childrenParents are urged to be cautious.Some material may be inappropriate for pre-teenagersContains some adult material.Parents are urged to learn more about the film before taking their young children with themClearly adult.Children are not admittedRATING BOX.FILL IN RATING REASI

8、NS HERERATING BOX.FILL IN RATING REASINS HERERATING BOX.FILL IN RATING REASINS HERERATING BOX.FILL IN RATING REASINS HEREADULTS ONLY71%3%74%74%25%23%METHODOLOGYMETHODOLOGY:20min.online survey,including an interactive rating scenarioSeptember 22nd October 10th,2022:United States:N=1,500 parents of ch

9、ildren aged 5-16,where both parent and child have watched a movie in the past 6 months,either in theater or in-home(any platform)Nationally representative sample based on parental age,gender,race/ethnicity,and regionNatural fallout of household size and composition,including distribution of age/gend

10、er of childNatural fallout of specific in-home movie consumption platformNo sensitive industry(advertising,market research)BaseTotal Parents(1,500)QuestionWithin the past 6 months,how many times have you personally seen a movie at a theater or at home?Within the past 6 months.how many times has your

11、 child seen a movie at a theater or at home?MOVIE VIEWERSHIP INCIDENCE|PAST 6 MONTHSIn-HomeOnlyIn-Home&TheaterParents of Children 5-16Children 5-16(reported by parents)Theater Only89EXECUTIVE SUMMARYEXECUTIVE SUMMARYCompared to parents of older children,parents of children aged 5-6 are the most like

12、ly to find the ratings helpful.Parents in the South Atlantic region are the most likely to agree that the ratings are accurate vs.parents in other U.S.regions.Streaming services and movie trailers or previews are the next most used sources of information.A majority of parents felt that the movies th

13、ey had seen in the past year had the appropriate rating.Even more find that the process meets their expectations.10EXECUTIVE SUMMARYEXECUTIVE SUMMARYappearing in movies their children would see.Conversely,a majority of parents find most content types tested appropriate for an R rating,although the“N

14、-word”generates the least consensus.On average,particularly in the South Atlantic,When tasked to evaluate movie descriptions as a rater would,with Violence type,graphicality and quantity play an important role in how strong the rating should be.For example,11EXECUTIVE SUMMARYEXECUTIVE SUMMARYIn term

15、s of their views on In the context of strong language tested,When applying ratings to movie descriptions as a rater would,Compared to all other strong language tested,however,1213RatingRating Descriptors*Extremely familiarVery familiarSomewhat familiarSlightly familiarNot at all familiar*Top 2 Box t

16、otal based on sum of extremely/very familiar including decimals.Individual values may not add exactly due to rounding.BaseTotal Parents(1,500)QuestionBefore seeing the image,how familiar were you with each of the following?(Rating/Rating Descriptors)FAMILIARITY WITH THE MPA RATING AND RATING DESCRIP

17、TORSBase:Total Parents14The Ratings are helpfulThe Rating Descriptorsare helpfulThe Ratings areaccurateThe Rating Descriptorsare accuratePERCEPTIONS OF THE MPA RATING AND RATING DESCRIPTORSBase:Total ParentsA find ratings and the rating descriptors and*Top 2 Box total based on sum of agree strongly/

18、somewhat including decimals.Individual values may not add exactly due to rounding.BaseTotal Parents(1,500)QuestionHow much do you agree or disagree with each of the following statements?Agree stronglyAgree somewhatNeither agree nor disagreeDisagree somewhatDisagree strongly*among parents of children

19、 aged 5-615WestPacificSouthWest South CentralMidwestEast North CentralSouthSouth AtlanticNortheastMiddle AtlanticNortheastNew England*SouthEast South CentralWestMountainMidwestWest North CentralParents in East South Central are less likely to be“extremely familiar”with ratings(vs.50%total parents)Ba

20、seTotal Parents(1,500);New England(48);Middle Atlantic(219);West North Central(111);East North Central(243);West South Central(162);East South Central(90);South Atlantic(294);Pacific(183);Mountain(150)*Caution:small base size(50)QuestionHow much do you agree or disagree with each of the following st

21、atements?(“The Ratings are accurate”)ACCURACY OF RATINGS|BY REGIONTOP 2 BOX(%AGREE SOMEWHAT/STRONGLY)“THE RATINGS ARE ACCURATE”Base:Total ParentsLowestHighest16SOURCES OF INFORMATION FOR THE MPA RATING AND RATING DESCRIPTORSBase:Total Parentswhen considering a movie for their child to see;most learn

22、 via online sources,streaming services or movie trailersBaseTotal Parents(1,500)QuestionWhen you are considering a movie for your child to see,where do you currently get the following information for a movie?(Rating/Rating Descriptors)95%95%91%91%70%70%65%65%Search on a search engine36%33%Movie revi

23、ew website or app32%31%Website of the movie29%26%Movie ticket website or app24%20%Other websites or apps9%9%56%56%51%51%Netflix site or app46%40%Amazon,Hulu or HBO Max site or app41%37%Another website or streaming site or app5%4%49%49%45%45%34%34%28%28%26%26%21%21%24%24%21%21%5%5%9%9%17Amount of Sex

24、ual ContentAmount of ViolenceAmount of Profane LanguageAmount of Drug UseAmount of SmokingThe current rating system does a,andBaseTotal Parents(1,500)QuestionsHow much do you agree or disagree that the current rating system does a good job of advising you onAnd which of the following content areas d

25、o you feel the current rating system does the best job of advising you on?PERCEPTIONS OF THE CURRENT MPA RATING SYSTEMBase:Total Parents(%Agree Somewhat/Strongly)(%Agree Somewhat/Strongly)1881%BaseTotal Parents(1,500);Parents who have seen a movie that did not have the appropriate movie rating(292)Q

26、uestionsIn the past 12 months,have you seen any movies that you feel did not have the appropriate movie rating?How many movies have you seen in the past 12 months?How many of those do you feel did not have the appropriate movie rating?What are some reasons why you think they did not have an appropri

27、ate movie rating?Movie with an ratingMovie with an rating.but among the few who felt otherwise,roughly 1 in every 4 movies they saw were not rated appropriately Sexual contentLanguage and other themesViolenceUnspecifiedDrug contentREASONS FOR LACK OF APPROPRIATE MOVIE RATINGBase:Parents who have see

28、n a movie that did not have the appropriate movie ratingFor movies that parents felt were not rated appropriately,of parents felt that the movies they had seen in the past year had the appropriate movie rating“Its such a dark movie overall and the violence is partially shown and mostly implied but p

29、ervasive.I admit its a rough one to rate but I would not want my 10-year-old watching,even though there is little to no blood-Dad of 10 year-old daughter,Middle Atlantic“”19BaseTotal Parents(1,500)QuestionsHow familiar were you with the approval process that places movie trailers/previews before com

30、patible feature movies?How does the current process compare to what you would want it to be?Extremely familiarVery familiarSomewhat familiarSlightly familiarNot at all familiarIts exactly what I wantIts similar to what I wantIts not quite what I wantIts not at all what I wantMPA APPROVAL PROCESS FOR

31、 TRAILERS&PREVIEWS BEFORE COMPATIBLE FEATURESBase:Total Parentsamong frequent theatergoers20BaseTotal Parents(1,500);Parents who report having seen trailers/previews that were incompatible with feature movie(282)QuestionsIn the past 12 months,have you seen any movie trailers/previews that seemed inc

32、ompatible with the feature movie they were preceding?How many trailers/previews have you seen at a movie theater in the past 12 months?How many trailers/previews did you see that you feel did not seem compatible with the feature movie they were preceding?.still,among the few who report having seen i

33、ncompatible trailers or previews,most(about in trailers)were with the movie they precededtrailer/previewtrailer/preview81%of parents say trailers or previews they have seen in the past 12 months were compatible with the movie they were precedingMost parents report that the AVG.#OF TRAILERS/PREVIEWS

34、SEEN|PAST 12 MONTHSBase:Parents who report having seen incompatible trailers/previews2122Graphic sex scenesAverage Result Within This ListSexual assaultUnderage partyingFull male nudityDisturbing/scary imagesFull female nudityMarijuana use by an adult Use of hard drugsHorror violenceSuicideUse of th

35、e F-wordUse of the N-wordRealistic violenceRacially-motivated violenceCrude languageUnderage marijuana useVapingGraphic violenceOff-color humorGun violenceTobacco use by an adultPartial nudityWar/battle violenceNon-graphic sex scenesUse of the S-wordBrief nudityAction/fantasy violenceAlcohol abuseUs

36、e of the A-wordUnderage tobacco useToilet humorSuggestive sexual innuendoCartoon violenceBaseTotal Parents(1,500)QuestionThinking specifically about the movies that your child would see,how concerned are you with each of the following types of content appearing in movies they would see?American pare

37、nts are most concerned about CONTENT CONCERNSINDIVIDUAL CONTENT TYPESTOP 2 BOX(%VERY/EXTREMELY CONCERNED)Base:Total ParentsSexual Content SubstanceUseViolenceSmokingProfaneLanguageAverage Resultaround content in movies that their children would see23Full male nudityUnderage partyingFull female nudit

38、yAlcohol abuseSexual assaultHorror violenceGraphic sex scenesDisturbing/scary imagesUse of the N-wordCrude languageUse of hard drugsNon-graphic sex scenesSuicideRealistic violenceUnderage marijuana useSuggestive sexual innuendoRacially-motivated violenceVapingUnderage tobacco useOff-color humorUse o

39、f the F-wordUse of the S-wordBrief nudityTobacco use by an adultPartial nudityUse of the A-wordGraphic violenceWar/battle violenceGun violenceCartoon violenceToilet humorMarijuana use by an adultAction/fantasy violenceAmong content types tested,American parents are most likely to consider 55%54%53%5

40、3%52%52%50%50%50%47%45%43%38%38%38%36%35%43%43%44%45%46%46%48%48%46%49%53%54%59%60%60%60%62%CONTENT APPROPRIATENESS(PG-13 RATING)INDIVIDUAL CONTENT TYPES Base:Total Parents1%Somewhat Inappropriate/Not Appropriate At All Content types ranked by%Somewhat Inappropriate/Not Appropriate At All2%Somewhat

41、Appropriate/AppropriateBaseTotal Parents(1,500)QuestionBased on your experience with the PG-13 rating,how appropriate do you think each of the following types of content would be in the PG-13 rating?74%72%71%71%70%70%67%67%63%62%62%59%58%58%56%55%55%24%26%26%27%27%28%30%31%34%35%36%39%40%40%42%42%42

42、%Sexual Content SubstanceUseViolenceSmokingProfaneLanguageAverage ResultLess AppropriateMore AppropriateSomewhat Inappropriate/Not Appropriate At All1Somewhat Appropriate/Appropriate2Somewhat Inappropriate/Not Appropriate At All1Somewhat Appropriate/Appropriate224Use of the N-wordTobacco use by an a

43、dultUnderage tobacco useCrude languageFull male nudityGun violenceSexual assaultMarijuana use by an adultUnderage marijuana usePartial nuditySuicideUse of the A-wordFull female nudityUse of the F-wordRacially-motivated violenceUse of the S-wordUnderage partyingDisturbing/scary imagesUse of hard drug

44、sNon-graphic sex scenesGraphic sex scenesGraphic violenceOff-color humorSuggestive sexual innuendoVapingBrief nudityCartoon violenceRealistic violenceHorror violenceAlcohol abuseWar/battle violenceToilet humorAction/fantasy violenceWhile parents find most of the listed content types appropriate for

45、an R rating,24%24%23%23%23%22%22%22%22%22%21%21%22%21%20%18%18%73%75%75%75%76%76%76%76%76%76%76%76%77%77%78%79%80%CONTENT APPROPRIATENESS(R RATING)INDIVIDUAL CONTENT TYPES Base:Total Parents1%Somewhat Inappropriate/Not Appropriate At All2%Somewhat Appropriate/Appropriate Content types ranked by%Some

46、what Appropriate/AppropriateBaseTotal Parents(1,500)QuestionBased on your experience with the R rating,how appropriate do you think each of the following types of content would be in the R rating?43%37%37%36%35%33%33%32%31%31%31%28%27%27%27%26%25%54%60%61%62%62%64%65%65%66%67%68%68%69%70%71%71%71%Se

47、xual Content SubstanceUseViolenceSmokingProfaneLanguageAverage ResultLess AppropriateMore AppropriateSomewhat Inappropriate/Not Appropriate At All1Somewhat Appropriate/Appropriate2Somewhat Inappropriate/Not Appropriate At All1Somewhat Appropriate/Appropriate225Parents in the particularly in the Sout

48、h Atlantic,than those in other regionsNewEngland*MiddleAtlanticWest North CentralEast North CentralWest South CentralEast South CentralSouthAtlanticPacificMountain61%58%58%57%58%65%61%64%63%61%55%51%53%53%49%60%57%61%55%56%50%42%50%50%45%53%49%53%54%51%44%41%43%45%38%48%39%49%46%45%41%34%39%39%36%43

49、%41%47%43%41%More concern(+5pt vs.Total)Less concern(-5pt vs.Total)CONTENT CONCERNS|BY REGIONAVERAGE ACROSS CONTENT TYPESTOP 2 BOX(%VERY/EXTREMELY CONCERNED)Base:Total ParentsBaseTotal Parents(1,500);New England(48);Middle Atlantic(219);West North Central(111);East North Central(243);West South Cent

50、ral(162);East South Central(90);South Atlantic(294);Pacific(183);Mountain(150)*Caution:small base size(50)QuestionThinking specifically about the movies that your child would see,how concerned are you with each of the following types of content appearing in movies they would see?26Crap!Damn!Jesus Ch

51、rist!A variation on the F-word(e.g.,freaking,friggin)Someone showing the middle fingerA-wordS-wordGoddamn!F-wordN-wordBaseTotal Parents(1,500)QuestionWhich rating or ratings do you feel would be appropriate for a movie that contained the following words/expressions?APPROPRIATE RATING FOR STRONG LANG

52、UAGE|Ranked by PG-13Base:Total Parentsof parents selected PG or lower as an appropriate rating for“Crap!”At some still feel the“N-word”is inappropriate even for R-rated content(compared to 96-99%for all other strong language tested)2728RATINGS IN PRACTICE:EXERCISE EXPLAINEDAn illustration of the onl

53、ine interactive exerciseMovie Description Movie Description(Please assume the below movie was available to see)In this superIn this super-hero movie:hero movie:There are several sequences of sword and/or knife violence.It is shown on-screen,but is not bloody and/or graphic.The language in this movie

54、 includes one use of the F-Word.This movie contains one brief scene of sex but no nudity shown.Over a series of screens,parents evaluated 16 hypothetical movies,with descriptions detailing the movies genre,violence,language and sexual content/nudity.Respondents evaluated each hypothetical movie desc

55、ription and assigned it a movie rating G through NC-17,where a 1-to 100-point scale corresponded to stronger intensity within each ratings level.WeakMiddleStrongWeakMiddleStrongWeakMiddleStrongResults were analyzed to estimate a ratings score and measure the impact of each attribute mentioned in the

56、 descriptions.29There is one scene ofThere are several sequences ofThere is frequent and pervasive Sexual assault,including rapeTorture and mutilationSelf-harm and/or suicideGun violenceAssault weapons violenceDomestic violenceSword and/or knife violenceNot shown on-screen,but it is mentioned or dis

57、cussedNot shown on-screen,but aftermath is shownShown on-screen,but not bloody and/or graphicShown on-screen,and is somewhat bloodyShown on-screen,and is graphic and/or bloodyMotivated by race(Motivation was not shown)Artwork depicting a nude figure(painting,sculpture etc.)Brief nudity(e.g.,womans b

58、are breasts)One brief scene of sex but no nudity shownOne scene of sex with nudityOne scene of oral sexFull frontal nudityStrong sexual content and nudity throughoutExplicit scenes of sexual intercourseOne use of the F-WordTwo uses of the F-WordThree uses of the F-WordFive uses of the F-WordTen uses

59、 of the F-Word25 or more uses of the F-WordDocumentary or movie depicting real eventsSuperhero movieRomantic comedyAnimated movieAction movieMovie(genre was not shown)CATEGORIES AND ATTRIBUTES TESTED30Base:Total ParentsParents rate violence types widely,from BaseTotal Parents(1,500)QuestionPlease in

60、dicate on the above scale where you would rate this movie based on the below descriptions?Model Assumptions Movie genre not shown.All other attributes off.Ratings ScoreNumerical values reflect the average given to an attribute on a 1-to-100 point scale,corresponding to ratings G through NC-17.A high

61、er number reflects stronger intensity within each ratings level.Violence motivated by race receives a slightly stronger ratings score than that withoutNC-17RPG-13PGGSword/knifeviolenceDomestic violenceAssault weaponsviolenceGun violenceSelf-harm and/orsuicideTorture andmutilationSexual assault,inclr

62、apeMovie genre did not have a strong effect on parents rating scores.Parents do give minor allowances to the superhero genre31Sword/knifeviolenceDomestic violenceAssault weaponsviolenceGun violenceSelf-harm/suicideTorture andmutilationSexual assault,incl.rapeShown graphic and/or bloodyShown somewhat

63、 bloodyShown not bloody and/or graphicOffOff-screen,screen,but aftermath shownOffOff-screen,screen,but mentioned or discussedBase:Total ParentsNC-17RPG-13PGGBaseTotal Parents(1,500)QuestionPlease indicate on the above scale where you would rate this movie based on the below descriptions?Model Assump

64、tions Movie genre not shown.All other attributes off.Analysis Note:This chart illustrates the interaction between two attributes.When dots are clustered tightly together,small differences in rating scores or changes in order are immaterial and should be given less weight in analysis.Observations sho

65、uld focus on dots spread over a wider range.32Sword/knifeViolenceDomestic violenceAssault weaponsviolenceGun violenceSelf-harm/suicideTorture andmutilationSexual assault,incl.rapeBase:Total ParentsParents are generally more tolerant of sword/knife violence compared to other violence types,but give i

66、t higher scores once it is frequent and pervasiveFrequent and pervasive Several sequences ofOne scene of NC-17RPG-13PGGBaseTotal Parents(1,500)QuestionPlease indicate on the above scale where you would rate this movie based on the below descriptions?Model Assumptions Movie genre not shown.All other

67、attributes off.Analysis NoteThis chart illustrates the interaction between two attributes.When dots are clustered tightly together,small differences in rating scores or changes in order are immaterial and should be given less weight in analysis.Observations should focus on dots spread over a wider r

68、ange.33Artwork depictinga nude figureOne brief scene ofsex but no nudityshownBrief nudity (e.g.,womans barebreasts)One scene of sexwith nudityFull frontal nudity One scene of oralsexStrong sexualcontent andnuditythroughoutExplicit scenes ofsexual intercourseBase:Total Parentsincluding those of oral

69、sex,Score intensity grows when both sex and nudity are shownThese are the(R rating)of allattributes testedNC-17RPG-13PGGBaseTotal Parents(1,500)QuestionPlease indicate on the above scale where you would rate this movie based on the below descriptions?Model Assumptions Movie genre not shown.All other

70、 attributes off.Ratings ScoreNumerical values reflect the average given to an attribute on a 1-to-100 point scale,corresponding to ratings G through NC-17.A higher number reflects stronger intensity within each ratings level.34One use of the F-WordTwo uses of theF-WordThree uses of theF-WordFive use

71、s of the F-WordTen uses of theF-Word25 or more uses of theF-WordBase:Total ParentsAt five uses of the“F-word,”parents are evenly split between PG-13 and RBaseTotal Parents(1,500)QuestionPlease indicate on the above scale where you would rate this movie based on the below descriptions?Model Assumptio

72、ns Movie genre not shown.All other attributes off.Ratings ScoreNumerical values reflect the average given to an attribute on a 1-to-100 point scale,corresponding to ratings G through NC-17.A higher number reflects stronger intensity within each ratings level.NC-17RPG-13PGGselected PG-13selected R353

73、6SAMPLESAMPLE COMPOSITIONCOMPOSITIONMale 50%Female 50%18-242%25-3422%35-4443%45-5425%55-647%65+1%18%New England3%Middle Atlantic15%24%West North Central7%East North Central16%36%West South Central11%East South Central6%South Atlantic20%22%Pacific12%Mountain10%White/Caucasian67%Black or African-Ameri

74、can9%Hispanic/Latino15%Asian/Other9%Secondary school/high school or lower24%Some college/university32%Bachelors degree/university degree31%Graduate education(Masters,Ph.D.,etc.)13%Employed full-time(30+hours per week)65%Employed part-time(less than 30 hours per week)9%Stay-at-home parent or caretaker15%Student1%Unemployed/not working7%Retired3%High($100K and over)26%Mid($60K-$99K)26%Low($59K or under)47%Parents of 1 Child43%Parents of 2 Children37%Parents of 3+Children21%37AS SHOWN IN THE ONLINE SURVEY38AS SHOWN IN THE ONLINE SURVEY39AS SHOWN IN THE ONLINE SURVEY