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A
lobbying campaign for the value of the film,
Bullying, to young
people has enlisted the support of Meryl Streep, Drew Brees, Justin Bieber, Johnny Depp, Martha Stewart,
Ellen DeGeneres and nearly 500,000 other people. It also made an overnight media
celebrity out of 17-year-old Katy Butler, a self-described victim of bullying
who started the on-line
petition.
Among the media outlets that are giving
advertising space to promote the film are: Social Vibe, AOL, Entertainment Weekly,
Fandango, HitFix, The Huffington Post, IMDb, Maker Studios, Mediaite, Movie
Tickets, MSN, New York Magazine, Rotten Tomatoes, Queerty, SocialTyze, Vulture,
and WeeWorld.
According to Bladimiar Norman, Senior
Vice President of Marketing for The Weinstein Company that produced the film,
“We faced challenges from the MPAA to restrict the audience of a documentary
that has the ability to change lives. These influential sites [listed above] will help to
promote this film simply because they know the urgency of the issue and, like
us, they care deeply about the lives impacted by bullying."
Snce the MPAA would not change the rating, the producers releasted the film "Unrated."
However, this restricts advertising and keeps many young people from seeing the film -- the very audience that most need to see it and the audience that the film was designed to reach.
** Although the aim of the
well-intended MPPA is to represent "the typical parent," I doubt if many parents who knew the content of
the popular (and money-making) R-rated torture porn films would want their
17-year olds to see them.
The man's reaction cited in McDonalds is hardly an isolated example. When a class was taken to see the widely-acclaimed
Oscar-winning film,
Schindler's List, depicting World War II Holocaust
events, many
students, apparently knowing little of history's atrocities or possibly assuming that all films were
designed as entertainment, laughed at the true, nightmarish
events.
Although
the decisions of ratings boards will invariably end up being difficult and
controversial, especially with millions of dollars in box office revenue
typically existing between PG, PG-13 and R ratings, we now seem to have a system
that leaves producers only able to guess at how their work will be rated by the
MPPA. Nor are producers given any explanation as to why the NPPA rated
their film R instead of PG-13, for example. They can only guess as to what needs
to be done in re-editing to get a more favorable rating. At the same time, it
seems that films from the major studios are judged more leniently than films
from independent producers.
It should also be noted that the identity of the MPPA
panel of judges continues to be a closely guarded secret.
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