FTC: Movie Industry Fails at Protecting Kids from Violent Content

Posted on December 7, 2009 at 3:57 pm

Last week, the Federal Trade Commission issued its seventh report in ten years on the marketing of violent media to children. While the movie industry is doing better at preventing children who are underage from buying tickets to R-rated films and DVDs, the report shows that there is still a long way to go, especially with the marketing of PG-13 movies.

With respect to PG-13 movies, studios continue to market these films purposefully and directly to children under 13. In its review of marketing plans and ad placements, the Commission found explicit and pervasive targeting of very young children for PG-13 movies. The marketing overview for the DVD release of one PG-13 movie, for example, described the movie’s “#1 Key Demo” as parents 25 and older and kids 8 to 14….The studios’ marketing submissions for the six PG-13 movies showed that all were heavily promoted to children under 13 in advertising on children’s cable networks – “Kids’ Cable” – and through promotional tie-ins with candy, snack foods, kids meals, toys, and other licensed products.

Studios also conducted marketing research on young children, including in one instance children as young as 7 years old. When research results showed that children and parents were concerned about the level of violence in the film, studios sometimes even altered their advertising to make the film appear less frightening, rather than market to an older audience. One studio, for example, copy tested ads for its PG-13 movie on various age groups, including children ages 7 to 9 and 10 to 12. The studio found that 80% of boys in these age groups showed definite interest in seeing the movie but also found that many parents were concerned that the movie was too violent. The written report stated that “parents, in large numbers, complain about the violence in , saying they wouldn’t want to expose their children to that.” The solution proposed by the studio was to “experiment with spots that include less intense action and more humourous/light-hearted moments in order to convince more parents that , saying they wouldn’t want to expose their children to that.” The solution proposed by the studio was to “experiment with spots that include less intense action and more humourous/light-hearted moments in order to convince more parents that will be safe to see. (emphasis added)

The Campaign for a Commercial-Free Childhood has issued a statement on the report, calling for broader authority for the FTC over the marketing of media to children.

We are pleased that FTC questions the effectiveness of the film industry’s self-regulatory efforts. The report dismisses the MPAA’s much-hyped referral agreement with the Children’s Advertising Review Unit – an agreement the MPAA claimed would address concerns about PG-13 marketing – as “not a meaningful self-regulatory measure.” The report also notes that the MPAA does not consider movie cross-promotions or other marketing tie-ins to be within its purview, despite the fact these techniques are often part of a deliberate strategy to target younger children. In one instance, the FTC found that the target demographic for licensed products was for a violent PG-13 film was boys 3 to 11.

The FTC report also covers the change to the trailer rules I first wrote about in September and the access to “red band trailers” over the internet. Those trailers are shown in theaters only before R-rated movies to assure that they are not shown to children. But online, they are available to anyone.

A new concern in the online venue has been the proliferation of red tag trailers for R-rated movies on websites without adequate age-based restrictions. Mature Audience trailers (for films expected to be rated R- or NC-17) are preceded by a red tag stating that the preview has been approved for “restricted audiences only” and indicating the movie’s rating and rating reasons. Red tag trailers generally contain content that caused the film to be issued a restrictive rating and thus are subject to more stringent time, media, and venue restrictions.

According to the MPAA’s Advertising Administration, red tag trailers on the Internet must be placed behind an age-gate or similar mechanism to ensure that children under the age of 18 will not easily be able to view the material….Five of the six [video-hosting] sites contained at least one red tag trailer for viewing. Two of the websites did not use any age-screening mechanisms before allowing the user to watch the trailers. Even on the three sites that did, the user could circumvent the age gates by hitting the “back” button to the previous page and re-entering his or her age as 17 or older. (footnotes omitted)

The Commission also raised concerns about other issues, including the marketing of “unrated” DVD versions of theatrically released films. I will post additional information about the FTC’s findings on games and music and will also provide updates on any response from the MPAA or other industry groups.

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What Was Adam Lambert Thinking?

Posted on November 23, 2009 at 11:02 pm

I was looking forward to Adam Lambert’s performance on the American Music Awards last night because I was impressed with his ability and stage presence on “American Idol.” The show included some of the industry’s biggest stars, but they saved him for the last song of the night and really built it up as something special. Knowing that his first album has been released to such glowing reviews heightened the anticipation.
So it was a terrible disappointment to see the almost desperate gyrations that were not just awkward and vulgar but a distraction from the song he was trying to deliver. Wearing some sort of outfit that looked like a spacesuit from a cheesy 1950’s sci-fi movie, Lambert made the number into a quick trip through a manual of sex acts. According to a slightly stunned Entertainment Weekly column by a committed Idol fan, the song featured:

Adam dragging a female backup dancer across the stage by her leg, as if she were a lace-covered sack of potatoes; Adam grasping the head of a submissive-styled male backup dancer and pulling him into an uncomfortable round of simulated oral sex (while ABC muted the audio to protect us from who only knows what); a tutu-clad woman cupping Adam’s nether-regions; Adam grasping and snapping the leather “bikini area” (for lack of a better term) of a female dancer’s costume; and Adam taking a break from his singing duties for an impromptu game of tongue twister with a keyboardist of indeterminate gender.

Was Lambert trying to get Britney-kisses-Madonna headlines? Was the Idol contestant making up for lost time playing coy about his sexual orientation until after the Idol votes were in and he came in second? Is there any chance it was a genuine expression of some artistic statement by this very commercially-oriented performer?
EW says it was more likely to be the former:

But the bottom line is that Adam’s AMA performance felt less like a genuine expression of his high-octane sexuality (so playfully erotic when he fondled the mic stand during “Whole Lotta Love” this summer), and more like a carefully planned stab at dominating the post-AMA blogosphere/water-cooler discussion. I’m certainly no prude…the idea of saucy boy-on-boy/boy-on-girl/boy-on-not-quite-sure action does not rattle my cage — certainly not at 10:55 p.m. on a school night. And yet, what’s sad is that unlike, say, a J.Lo or even a Rihanna, Adam could’ve had tongues wagging just from his vocals alone. Instead, that golden voice took a backseat tonight at the AMAs, and I’m not sure exactly who was occupying the driver’s seat.

The Parents Television Council has issued a statement objecting to the performance and called on its members to express their concern to the network, Dick Clark Productions and the show’s advertisers.

“American teenagers – and especially teenaged girls – are literally under siege by the entertainment media. It is outrageous that children today cannot watch a televised awards program for an industry that is built squarely on their backs. Teens comprise a huge portion of music sales, yet this is how they are treated? It is beyond contemptible,” said PTC President Tim Winter.

ABC has already received thousands of complaints, which it described as a “moderate” response, according to the Huffington Post. Lambert “told CNN that his kiss was ‘in the moment’ and that if people were upset about it, ‘That’s a form of discrimination and it’s too bad.'”
The kiss was not the problem. And the objections are not discrimination. The star of a top-rated show that is often watched by families chose to pay less attention to staying on pitch and delivering a top-quality musical performance than to a desperate, clumsy, and crude effort to be shocking.
To send your objections to ABC, use this form. You can reach Dick Clark Productions at 2900 Olympic Blvd, Santa Monica, CA 90404
310-255-4600
To speak with a representative from the Parents Television Council, please contact Kelly Oliver (ext. 140) or Megan Franko (ext. 148) at (703) 683-5004.

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More on the Eww-ishness of Zach and Cody

Posted on November 23, 2009 at 10:37 am

Slate TV critic Troy Patterson echoes the concerns about the smarmy qualities of the Disney series “The Suite Life on Deck” that Dan Savage discussed in the essay I linked to in June. “On Deck” is the follow-up series that takes real-life twins Cole and Dylan Sprouse. They are the proteges of child stars turned moguls Mary Kate and Ashley Olson. The show is a sort of “Love Boat” for tweens and much of its humor comes from Zack’s precocious ring-a-ding-ding hit-on-everything-in-a-bra personality.

The Suite Life is of course mild in its sexual content, offering double entendres-once-removed and gentle references to oiling up bikini models and such. How did the protagonists’ rock-star father meet their lounge-singer mother? It is strongly implied that she threw her underwear on stage, or so Dad claims. It takes a little effort to get one’s own panties in a bunch over a kids show employing material like that, but it’s a snap to feel unqualified disgust for the way the show giggles at Zack’s crass predations. In one episode, a new passenger turns his head, but he’s turned off by her baggage, her literal baggage. The luggage locks are a bad sign. “That means she’s suspicious and cautious,” he says. “I’m looking for naive and vulnerable.” Cue the laugh track. Elsewhere, he describes part of his philosophy of life to a pal: “There is nothing–nothing–better in this world than an unhappy hot girl.” In watching eight episodes of the show, I haven’t seen Zack achieve any romantic success, but nor have I seen him receive any proper sanction. Thus do I eagerly await Walt Disney’s presentation of a feature-film spinoff titled Zack & Cody’s Rockin’ Roofie Frat Party.

According to Patterson, this is the number one television program for children 6-11. It is hard for me to imagine that parents — or Disney — find this charming, funny, or appropriate.

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Thoughts on ‘Precious’

Thoughts on ‘Precious’

Posted on November 19, 2009 at 3:59 pm

“Precious: Based on the Novel Push by Sapphire” has been warmly embraced by audiences and critics since it first appeared in festivals. Two of the biggest media powerhouses in the world, Oprah Winfrey and Tyler Perry, signed on as producers after the film was completed to help ensure its distribution and box office. Ninety percent of the critics on Rotten Tomatoes have given the film a positive review. I gave it an A- .

But I find some of the criticism and commentary on the film very thoughtful and the issues raised well worth discussion. In my own review, I raised the question of what is sometimes referred to as “poverty porn.” It can be hard to draw a line between what is exploitative and what is sensitive and illuminating. The movie is based on the best-seller Push (re-named Precious to tie in with the movie), by the poet Sapphire, inspired by the girls she worked with as a teacher.

PreciousMovieStill1.jpg

One of my favorite critics, Dana Stevens of Slate, made some of the strongest objections to the movie. She says the director’s “methodical commitment to abjection, his need to shove the reality of Precious’ life in our faces and wave it around till we acknowledge its awfulness, winds up robbing the audience (and, to some extent, the actors) of all agency….But in offering up their heroine’s misery for the audience’s delectation, created something uncomfortably close to poverty porn.”

Washington Post columnist Courtland Milloy strongly objected to the film. “In ‘Precious,’ Oprah and Perry have helped serve up a film of prurient interest that has about as much redeeming social value as a porn flick.”

Milloy is critical of the plaudits from mostly-white audiences and of Winfrey and Tyler who rhapsodize about the small achievements of the downtrodden heroine instead of telling their own stories of unparalleled fame and fortune.

Maybe there is something to the notion that when human pathology is given a black face, white people don’t have to feel so bad about their own. At least somebody’s happy.

Sexual abuse is certainly an equal-opportunity crime, with black and white women similarly affected. But only exaggerated black depravity seems to resonate so forcefully in the imagination.

White suburban boys are so fascinated by it that they fueled an explosion of gangsta rap — misogynistic lyrics against a backdrop of booty-shaking black women.

I think this is an over-reaction, and in parts just wrong. Stories are a way of helping us make sense of the world by imposing a sense of certainty, logic, and meaning that often eludes us in life. Therefore, they are often melodramatic, exaggerated, and unrealistic. They often focus on suffering and on exaggerated depravity and very often rich white people are doing the suffering or bearing up under the depravity. Look at soap operas. Or any given episode of “Law and Order.” And white suburban boys can bear only a portion of the blame for gangsta rap. The rest goes to the perpetrators. There is an unforgettable moment in the Jay-Z documentary “Fade to Black” when two aspiring rap stars admit they feel queasy about writing songs that glorify violence and misogyny but do it to make money.

Frequent provocateur Armond White is one of the film’s harshest critics. He objects to the way that after it was completed Winfrey and Perry signed on as “producers” because it fit with their own narratives of triumph over abuse and poverty. “Promoting this movie isn’t just a way for Perry and Winfrey to aggrandize themselves, it helps convert their private agendas into heavily hyped social preoccupation.” He calls director Lee Daniels a “pathology pimp” and says that the movie is “an orgy of prurience.” He criticizes the film for “cast light-skinned actors as kind (schoolteacher Paula Patton, social worker Mariah Carey, nurse Lenny Kravitz and an actual Down syndrome child as Precious’ first-born) and dark-skinned actors as terrors” and says that the daydreams Precious has about being adored on a black carpet “sells materialist fantasy as a universal motivation.”

He concludes his review:

Worse than Precious itself was the ordeal of watching it with an audience full of patronizing white folk at the New York Film Festival, then enduring its media hoodwink as a credible depiction of black American life. A scene such as the hippopotamus-like teenager climbing a K-2 incline of tenement stairs to present her newborn, incest-bred baby to her unhinged virago matriarch, might have been met howls of skeptical laughter at Harlem’s Magic Johnson theater. Black audiences would surely have seen the comedy in this ludicrous, overloaded situation, whereas too many white film habitués casually enjoy it for the sense of superiority–and relief–it allows them to feel. Some people like being conned.

White’s point about the skin color of the movie’s characters is echoed in an essay by Jada F. Smith on The Root. Also on The Root, Deborah Douglas criticizes the film for its portrayal of incest, contrary to what statistics show about the far greater likelihood of abuse by a step-father or brother than by a biological father. And Salamishah Tillet compares the response to this film to the more critical reaction to another movie about an abused teenager impregnated through incest, “The Color Purple.”

I suspect the greater outcry about “The Color Purple” was in part because while it was based on a book by a black woman, the movie was made by a white man. But “Precious” director Lee Daniels is black. There is always more leeway for anyone telling a story about his or her own ethnic and cultural group.

I think that Stevens makes some good points and the issue of the characters’ skin color seems a valid one, though Mo’Nique’s skin is much lighter than Gabourey Sidibe’s. While I like the way he writes and admire the intensity of his engagement, I do not agree with White’s comments about “materialist fantasy.” A key theme of the movie (as in many movies) was the heroine’s realization that the limited fantasy life she had based on television did not offer the satisfaction of real achievement and real relationships.

I really like the commentary from another of my favorite critics, Teresa Wiltz, also on The Root. She gets it exactly right when she reminds us to focus on the characters in the story rather than trying to make them stand for some major cultural conclusions.

deserves every bit of attention that it gets. But there’s something discomfiting about her declarations that “We are all Precious.” In short, she Oprah-fies Precious, rendering Precious’ fierce individuality the stuff of platitudes and Stuart moments on SNL.

No, we are not all Precious. We all get our power from the individuality of our stories. Precious stands alone.

Wiltz and Smith are featured in an NPR interview about “Precious” as well.

If you see the movie or if you or someone you care about is dealing with issues of abuse, please visit Beliefnet’s prayer wall inspired by the story. And if that abuse is in the present, please take inspiration from the story of Precious and get help now.

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Wait, Women Go to Movies?

Posted on November 19, 2009 at 8:00 am

MaryAnn Johanson has a great piece in her series on the website of the Association of Women Film Journalists in response to the Hollywood conventional wisdom that movies need to be directed at boys and men to make money. Noting that the advance sales for “New Moon” are ahead of “Transformers” at this stage, she says:

If the boys can be targeted by Hollywood with movies that pander to their basest instincts — toys! explosions! Megan Fox! — then I suppose we must see it as a sign of progress that girl audiences are getting the same treatment: sighing! moon eyes! Robert Pattinson!

And speaking of Megan Fox, Johanson skewers Lynn Hirschberg’s profile in the New York Times Magazine.

Later, noting that the TV in the hotel room was on and tuned to some girly reality show about wedding dresses or somesuch, and that Fox said she watches these things because she doesn’t understand them and is trying to figure them out, Hirschberg characterizes Fox thusly:

Fox said this as if she were contemplating an alien species.

Because, you see, reality shows about wedding dresses represent the actual actuality of all women, and a woman who doesn’t comprehend why anyone would collapse into fits of tears over a wedding dress must be an alien. Because no real women would need to study such a reality show, as Fox indicates she does — a real woman would just understand.

I like to read Johanson’s summary of the way women are portrayed in current releases. Here’s what she had to say last week:

OPENING THIS WEEK. Women are there to be rescued in 2012, whether it’s the Mona Lisa or Amanda Peet as John Cusack’s ex-wife, who does literally nothing but scream for two and a half hours while the world ends around her. Good riddance to this world. Women — or females, at least — are all but absent from Fantastic Mr. Fox, except Meryl Streep as the alternately scolding and praising wife to the titular character; the male animals are the ones who get to have all the adventure and all the fun, and they’re the ones who get to learn things about themselves and grow as people. And forget Pirate Radio: the boat HQ of the illegal broadcaster is boys only — well, there’s one girl present, to cook, but she’s a lesbian, so she doesn’t really count.

On the indie side, things aren’t much better. Women in Trouble does feature an ensemble cast of terrific actresses, but it’s all in service of writer-director Sebastian Gutierrez’s fantasies about what women are really like (hint: it frequently involved lingerie). The Messenger, a drama about the soldiers who notify families that their loved one has been killed overseas, does at least feature Samantha Morton in a powerful and unexpected role as a new widow.

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