Is the "R-Card" Icing on the Cake for Movie Marketers?
Once the kiss of death for box office success, the MPAA "R" rating is no longer a liability (unless you're Disney, of course.) Recent releases such as 'Matrix: Reloaded' and 'Passion of the Christ' show that there's big money to be made with mature-themed films.
However, with the lines of demarcation between "adult" and "youth" films becoming more clearly defined, theatrical film marketers face the same challenge that the TV business deals with -- the loss of the broad-based audience.
One emerging solution might be the "R-card" -- a parental approval system that enables older teens to see R-rated films. A relatively new phenomenon, the R-card was first introduced by the GKC theater chain in the Midwest over the past several months. Basically, a parent signs a waiver that enables their child to receive a photo ID that allows access to R-rated films without accompaniment.
The trick with this method would be to make getting one of the cards "cool." If awareness can be built up, most teens would jump at the chance at a new status symbol. Maybe the MPAA should partner with Tremor and Regal in developing some kind of program.
Theater offering 'R' film option
