September 18, 2006
Branding Movies: This Film is Not Yet Rated
Cory Doctorow, at the Boing-Boing blog, wrote a great post over the weekend about the new documentary about MPAA ratings, "This Film is Not Yet Rated."
According to Doctorow, a small, ultra-conservative group controls the film ratings system, which in turn controls the marketing and promotion of a movie or DVD to audiences.
Anyone working in the movie marketing industry should read this blog post and see the movie - especially the parts about copyright infringement and piracy.
Part of the pre-release hype that movie marketers aim to create is certainly a function of how well the public responds to the name of the movie. But, a great name can be irrelevant if the MPAA slaps an NC-17 rating on it.
As Doctorow explains, studios then won't promote NC-17 movies and Wal-Mart and Blockbuster won't carry them. So, in a sense, I think, the rating then becomes part of the movie's brand. And that's the image that people, specifically parents, remember.
I wonder what Chris Thilk at our favorite movie marketing blog, Movie Marketing Madness, would have to say about this film?
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