Chris Dodd, chairman and chief executive of the Motion Picture Assn. of America, announced a new "Check the Box" movie ratings awareness campaign Tuesday morning at CinemaCon, the National Assn. of Theater Owners' annual convention in Las Vegas.
The campaign encourages parents to use the rating descriptors that are featured for every film rated PG or higher to make decisions about what films are family friendly and appropriate for their children.
"Throughout its existence, the goal of the rating system has never changed: to inform parents and allow them to make their own decisions, considering the children's sensibilities and unique sensitivities," said Dodd.
In order to help parents "check the box," the Classification and Rating Administration of the MPAA has improved the rating block to make the descriptions more prominent. CARA has also created education materials, including a public service announcement and posters that will be showcased in theaters across the country.