Friday, February 25, 2005

Of money & movies

“According to . . . a study by Kagan Media Appraisals, a Hollywood consulting firm, which analyzed the return on investment of every film released nation-wide between 1988 and 1997:
'The resulting study of 2,380 films revealed a consistent and unmistakable public preference for family fare. In fact, the average G-rated film generated eight times greater profit than the average R-rated film, thought R-rated films remained seventeen times (17x) more common than their G-rated counterparts.'
"While PG-13 films drew a 35 percent better return on investment than R, G-rated films earned even more, a 78 percent better return on investment than R-rated movies. Why, then, would studios continue to produce adult-oriented movies? ... Oscars typically go to such films. Films for adult audiences might not be as financially successful, but they
‘... disproportionately draw industry acclaim and critical endorsement.’
"Medved concludes:
‘Contrary to the cliché, it’s not pure greed that drives Hollywood’s emphasis on vulgarity and gratuitous sex. Statistics, new and old, show the public welcomes less-disturbing (and sometimes less-challenging) alternatives. This means that petition campaigns and even boycotts will achieve very limited success, since the big studios already work against their own financial self-interest by defying heartland sensibilities with their emphasis on R-rated entertainment.’”
(Robert K. Johnston, quoting Michael Medved, in Johnston’s book entitled Reel Spirituality: Theology and Film in Dialogue; Baker Academic, 2000, pp.47-48)