Filmmakers will cut movies to achieved desired audience classification and upcoming release “New in Town” acknowledges snipping some foul language to receive a PG (parental guidance) rating. So the romantic comedy escapes the more restrictive PG-13.
“Marketing to Moviegoers” notes that historically parties involved are loath to admit to making edits to appease the ratings board.
But the movie’s distributor, Lionsgate, is a publicly-traded company and perhaps wanted to alert investors it is going for a broad audience. A statement from Lionsgate and the film’s producer Gold Circle Films (“My Big Fat Greek Wedding”) says that they “decided to delete strong language from the film, making ‘New In Town’ more accessible and acceptable to the entire family.”
When unheralded “Marley & Me” topped box office in late December, “Marketing to Moviegoers” pointed out it was a PG film vs. mostly PG-13 competition.
“New In Town” was among nine films whose classification was announced yesterday, though not all will premiere in cinemas. Its PG also carries the caution “rated for language and some suggestive material.”
“New In Town,” which is a romantic comedy starring Rene Zellweger and Harry Connick Jr., is scheduled for premiere Jan. 30.
The voluntary national ratings board is the Classification and Rating Administration (CARA), which is based in Los Angeles and administered by major studio trade group MPAA with the National Assn. of Theatre Owners. Fees paid by distributors submitting films makes CARA self-funding. Movies distributed by independents are included if they conform to CARA rules.
Related content:
- ’Variety’: ‘New in Town’ Cut for PG Rating
- Big Screen Cinema Guide: MPAA Rating for “New in Town” Changed to PG to Appeal to More Families
- Christian Cinema: New in Town Welcomes Families with New Rating
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