• Los Angeles Times, Friday, June 6, 2008 9:15 AM

Young ticket buyers determine the ultimate financial success for almost all summer films, especially those rated PG-13. But some studios and their licensing partners are so aggressive in marketing PG-13 titles to children of all ages that the FTC and watchdog groups have gotten concerned.

Instead of directly pitching violent movies straight to young children, which is tightly restricted, the studios let their promotional partners do their youth marketing through licensed toys and snacks.

"So if your 4-year-old suddenly says he has to see "The Incredible Hulk," it could be that he's seen a commercial for Hulk Airheads candy running in the middle of the morning on the Cartoon Network." There are no apparent rules keeping marketers from flogging the Airheads confection or selling Hulk Smash Hands toys with ads that include quick clips from the PG-13 movie.

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