June 07, 2004

MPAA, NATO Want to Quash GKC's New "R-Card"

Looks like the MPAA and The National Association of Theater Owners fear that GKC's R-card could spur congressional action over movie ratings. Given the high sensitivity in the "post-nipple" era, I can understand the industry's fear over losing their right to self-regulation, but I still admire the forward thinking behind the card. Is it just a case of bad timing on GKC's part?

Here's what Jack Valenti had to say:

"All R-rated films are not alike. It is the parents' responsibility to make specific judgments about R films -- and wrong to give a blanket endorsement to all," said Jack Valenti, president and CEO of the Motion Picture Association of America, which issues movie ratings.

With only 268 screens, GKC doesn't have the clout to fight it out with the MPAA alone. However, the company does have strong family ties with the Kerasotes chain, and combined they have nearly 900 screens in the Midwest region. Look for another "forward thinking" chain to copy the idea -- I bet Mark Cuban has the gumption to try something like this with Landmark. If one of the big boys (Regal, AMC, Loews) gives it a run, the MPAA's beef is over.

If 700 parents have already signed up for the card in the pilot phase in a region supposedly saturated with "family values," GKC looks to have a hit of their own on their hands. All this free publicity sure can't hurt -- especially with the teens, who are now probably clamoring for their own cards...

CNN.com - Younger teens getting R-rated movie passes - Jun 7, 2004