This Week at the Box Office — The G Sweet Spot

Posted on November 8, 2015 at 4:20 pm

Why why why why why is it so hard for Hollywood to figure out that there is a wildly enthusiastic audience for G-rated movies? The only major G-rated release of the year is “The Peanuts Movie,” which opened last Friday (Pixar’s “Inside Out” and the upcoming “Good Dinosaur” are both PG). And even up against the new James Bond, it did very well, $45 million, one of the best openings of the year. (Bond did a respectable $73 million, less than expected but still very strong.)

Industry observer The Wrap attributes it to “masterful marketing, nostalgia and pitch-perfect reviews.” I’d put it differently: good quality, family-friendliness, and careful updating of beloved characters.

Studios are so cynical about the G-rating they intentionally put one word or joke into a film just to mak sure kids (or their parents) will not think it is too babyish. Here’s hoping the lesson, or I should say 43 million lessons from this week results in more G-rated films in the next year.

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