Commentary

Don't Mess With the MPAA

Captive. That’s how After Dark Films may feel its upcoming release is being held after the Motion Picture Association of America recently suspended rating of the film, Captivity. The MPAA halted the ratings process following outcry over billboards promoting the movie, which showed the abduction, torture and killing of a young woman, played by actress Elisha Cuthbert, in four separate frames.

In response to a flood of complaints about the ads, After Dark had them removed from LA-area billboards and New York City taxicabs in late March. After Dark has said the posting of the ads, produced by Art Machine Digital, was accidental. Its distribution partner, Lionsgate Films, said it wasn’t involved with the film’s marketing.

Because the ads had already been rejected by the MPAA, the organization took the unprecedented step of requiring not only the clearing of all promotional material, but also the locations of all ad buys for the film. If the MPAA ends up denying a rating for Captivity, it would make it more difficult to book the film, set for a May 18 release. “It is up to After Dark Films to restore good faith with the MPAA,” says Marilyn Gordon, the group’s senior vice president of advertising.

In mid-April the FTC issued a report criticizing the film industry for the proliferation of unrated DVDs online.

Next story loading loading..