Norwich Pilot Research Findings - British Board of Film ... - Research...Norwich Pilot Research Findings. ISO9000 ... seen it and I know she’d love it and ... guidance things are

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1515thth March 2002 March 2002Julie Pörksen & Sarah RobothamJulie Pörksen & Sarah Robotham

www.ipsos-rsl.comwww.ipsos-rsl.com

Norwich Pilot Norwich Pilot Research FindingsResearch Findings

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Research ObjectivesResearch Objectives

To measure, understand and explainTo measure, understand and explainAttitudes towards a PG-12 conceptAttitudes towards a PG-12 conceptImpact of a PG-12 ratingImpact of a PG-12 rating

From parents, cinema-goers and From parents, cinema-goers and cinema industry point of viewcinema industry point of view

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MethodologyMethodology

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Research ProgrammeResearch Programme

OctoberOctober NovemberNovember DecemberDecember JanuaryJanuary

Focus Focus GroupsGroups

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Qualitative Focus GroupsQualitative Focus Groups

ObjectiveObjective Identify reactions of parents to PG-12 ratingIdentify reactions of parents to PG-12 ratingExplore views on accompanimentExplore views on accompanimentAssess the extent to which parents use and Assess the extent to which parents use and

seek information on film contentseek information on film content

MethodMethod4 groups4 groups2*ABC1, 2*C2DE2*ABC1, 2*C2DEAll parents of 8-11 year oldsAll parents of 8-11 year oldsChild had attended cinema in last 6 monthsChild had attended cinema in last 6 months

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Quantitative Quantitative Street Pre Street Pre ResearchResearch

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Pre Pilot Street InterviewsPre Pilot Street Interviews

ObjectiveObjectiveExplore parental view on the current 12 rating Explore parental view on the current 12 rating

and the PG-12 ratingand the PG-12 ratingLook at views surrounding the conditions under Look at views surrounding the conditions under

which a PG-12 rating could operatewhich a PG-12 rating could operate

MethodMethod200 * 7 minute interviews200 * 7 minute interviewsAll parents of 8-14 year oldsAll parents of 8-14 year oldsChild had attended cinema in last 6 monthsChild had attended cinema in last 6 months30% maximum non-working30% maximum non-working

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Pre Pilot ProfilePre Pilot Profile

200 parents200 parents58% ABC1, 42% C2DE58% ABC1, 42% C2DE42% male, 58% female42% male, 58% female

417 children417 children12% 0-7 years12% 0-7 years24% 8-9 years24% 8-9 years23% 10-11 years23% 10-11 years28% 12-14 years28% 12-14 years11% 15-17 years11% 15-17 years40% male, 60% female40% male, 60% female

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Quantitative Quantitative Cinema Exit Cinema Exit

Post Post ResearchResearch

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PG-12 Film Exit Post InterviewsPG-12 Film Exit Post Interviews

ObjectiveObjectiveExplore attitudes and opinions of cinema-goers Explore attitudes and opinions of cinema-goers

to the PG-12 ratingto the PG-12 ratingAssess awareness of the pilotAssess awareness of the pilotLook at use of information about the pilot / PG-Look at use of information about the pilot / PG-

12 films12 films

MethodMethod333 * 10 minute interviews333 * 10 minute interviews132 attended with child of 8-14132 attended with child of 8-14201 did not attend with a child of 8-14201 did not attend with a child of 8-14All having exited a named PG-12 filmAll having exited a named PG-12 film

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Post Pilot ProfilePost Pilot Profile

132 attend with child132 attend with child53% male, 47% female53% male, 47% female77% ABC1, 23% C2DE77% ABC1, 23% C2DE92% parent92% parent1.1 visits with children per month1.1 visits with children per month

201 attend without child201 attend without child43% male, 57% female43% male, 57% female68% ABC1, 32% C2DE68% ABC1, 32% C2DE12% parent12% parent0.1 visits with children per month0.1 visits with children per month

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Quantitative Quantitative Cinema Exit Cinema Exit

Post Post ResearchResearch

Industry In-Industry In-depth depth

InterviewsInterviews

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Cinema Staff Post Pilot In-depth Cinema Staff Post Pilot In-depth InterviewsInterviews

ObjectiveObjectiveObtain feedback from cinemas on customer Obtain feedback from cinemas on customer

reactions to the pilotreactions to the pilotDetermine the pilot’s success and ease of Determine the pilot’s success and ease of

enforcementenforcementLook at the main issues cinemas face with the Look at the main issues cinemas face with the

introduction of a PG-12 ratingintroduction of a PG-12 rating

MethodMethod6 interviews6 interviews3 cinemas3 cinemasFront of house staff and cinema managerFront of house staff and cinema manager

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ResultsResults

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ResultsResults

Current BehaviourCurrent Behaviour

12 Rating12 Rating

PG-12PG-12

PG-12 PilotPG-12 Pilot

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Current BehaviourCurrent Behaviour

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Current Behaviour Current Behaviour Frequency Of Cinema Going Frequency Of Cinema Going

0

3

6

9

12

0-7 years 8-9 years 10-11 years 12-14 years

Average visits per yearAverage visits per year

n = 50n = 50 9999 97 97 115 115PrePre

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Current Behaviour Current Behaviour Accompaniment of Children Accompaniment of Children

0%

20%

40%

60%

80%

100%

0-7 years 8-9 years 10-11 years 12-14 years 15-17 years

n = 43n = 43 96 96 94 94 113 113 46 46PrePre

% never been without an adult% never been without an adult

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Current Behaviour Current Behaviour Accompanied by Whom Accompanied by Whom

0%

20%

40%

60%

80%

100%


On own Friends own age Older children Adults

n = 41n = 41 99 99 97 97 115 115PrePre

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Current Behaviour Current Behaviour Accompanied by Whom Accompanied by Whom

0%

20%

40%

60%

80%

100%


On own Friends own age Older children Adults

n = 41n = 41 99 99 97 97 115 115PrePre

““The little one will go with The little one will go with me but the older one will me but the older one will always go with his always go with his friends” friends” (Parent of children 8 and 11)(Parent of children 8 and 11)

Focus Focus groupgroup

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Current BehaviourCurrent Behaviour Decisions on Films Watched Decisions on Films Watched

‘‘Pester power’ and peer pressure:Pester power’ and peer pressure:

Focus groupFocus group

““Adam always tells me what’s on” Adam always tells me what’s on” (Parent of 11 yr old boy)(Parent of 11 yr old boy)

““At the moment I pick what we go and At the moment I pick what we go and see”see” (Parent of female child, 8 yrs)(Parent of female child, 8 yrs)

8-9’s – parents tend to chose film, 10-11’s - able to 8-9’s – parents tend to chose film, 10-11’s - able to decide themselves:decide themselves:

Parent might watch film or video firstParent might watch film or video first Film ratings indicate suitability of filmFilm ratings indicate suitability of film

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Current Behaviour Current Behaviour Use of InformationUse of Information

Word of Mouth:Word of Mouth:


““If it’s something If it’s something you’re concerned you’re concerned about you try and about you try and talk to other parents talk to other parents I suppose”I suppose”

““In the local papers, there’ll be In the local papers, there’ll be mini write-ups about them”mini write-ups about them”

““I pick up the information through I pick up the information through trailers”trailers”

Local paperLocal paper

reviews:reviews:

TV adverts and trailers on screen:TV adverts and trailers on screen:

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Summary – Current BehaviourSummary – Current Behaviour

Under 12’s are frequent cinema goersUnder 12’s are frequent cinema goers

Are mainly accompaniedAre mainly accompanied

Children decide what to watchChildren decide what to watch

8-9’s are much ‘younger’ than 10-11’s8-9’s are much ‘younger’ than 10-11’s

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12 Rating12 Rating

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12 Rating 12 Rating Ratings Knowledge Ratings Knowledge

0%

20%

40%

60%

80%

100%

U PG 12

U PG 12 15 18 Don't know

n = 52n = 52 142 142 53 53PrePre

Film rating child last saw at cinema actualFilm rating child last saw at cinema actual

Film rating Film rating perceived perceived by parentby parent

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12 Rating 12 Rating Ratings Knowledge Ratings Knowledge

0%

20%

40%

60%

80%

100%

U PG 12

U PG 12 15 18 Don't know

n = 52n = 52 142 142 53 53PrePre

Film rating child last saw at cinema actualFilm rating child last saw at cinema actual

Film rating Film rating perceived perceived by parentby parent

““I always look at the age I always look at the age thing it gives you an thing it gives you an indication of what the indication of what the content is going to be”content is going to be”

Focus Focus groupgroup

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12 Rating 12 Rating Ratings Seen at Cinema Ratings Seen at Cinema

91%

45%

16%

38%

8%1%

0%

20%

40%

60%

80%

100%

8-9 years 10-11 years 12-14 years

U PG 12 15 18 Don't Know

n = 99n = 99 97 97 115115PrePre

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12 Rating 12 Rating TrustTrust

86% trust the 12 rating to be suitable for 12s and 86% trust the 12 rating to be suitable for 12s and older (pre)older (pre)

The 12 rating is trusted:The 12 rating is trusted:


““If they put it as a If they put it as a 12 you naturally 12 you naturally think that’s okay think that’s okay for a 12 year old”for a 12 year old”

““Basically you know there’s no Basically you know there’s no heavy swearing, there’s no sex, heavy swearing, there’s no sex, and there’s no heavy violence”and there’s no heavy violence”

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12 Rating 12 Rating ConfusionConfusion

12 rated films are ‘aimed at children’:12 rated films are ‘aimed at children’:


““A film that’s billed 12 will have far A film that’s billed 12 will have far more of a story line and more action more of a story line and more action etc, etc aimed at children, really aimed etc, etc aimed at children, really aimed at the child’s mind”at the child’s mind”

“ ‘“ ‘Save the Last Dance’ I’ve Save the Last Dance’ I’ve seen it and I know she’d love it and seen it and I know she’d love it and I’ve told her when it comes out on I’ve told her when it comes out on video I’ll buy it” video I’ll buy it” (Parent of 11yr old girl)(Parent of 11yr old girl)

Why are some 12 films rated so?:Why are some 12 films rated so?:

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12 Rating 12 Rating Cinema IssuesCinema Issues

Ratings can be confusing for customers:Ratings can be confusing for customers:

““With 15s and 18s they’re more clearly With 15s and 18s they’re more clearly defined ……the 12 is still relatively defined ……the 12 is still relatively new…there’s more confusion” new…there’s more confusion”

(Cinema Manager)(Cinema Manager)

““Some 12 year olds look quite a lot Some 12 year olds look quite a lot older …. some look a lot younger” older …. some look a lot younger”


Difficult to judge the age of a child around 12 years:Difficult to judge the age of a child around 12 years:

In-depth interviewsIn-depth interviews

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12 Rating 12 Rating Parents Attitudes Parents Attitudes

0% 20% 40% 60% 80% 100%

10-11 see 12unaccompanied

10-11 see 12accompanied

8-9 see 12unaccompanied

8-9 see 12accompanied

under 12 notallowed to see 12

Agree Disagree Don't know

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Summary – 12 RatingSummary – 12 Rating

Knowledge of ratings not goodKnowledge of ratings not good

Meaning of ratings confusedMeaning of ratings confused

12 rating is trusted12 rating is trusted

Many under 12’s see 12 films with parent’s Many under 12’s see 12 films with parent’s knowledge knowledge

12 rating difficult to enforce12 rating difficult to enforce

Not general acceptance of under 12’s Not general acceptance of under 12’s seeing 12 filmsseeing 12 films

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PG-12PG-12

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PG-12 PG-12 Initial ReactionsInitial Reactions

Favourable:Favourable:

““They ought to have They ought to have the age ‘slash’ PG as the age ‘slash’ PG as well, which is what well, which is what people do anyway”people do anyway”

““There’s a big difference between There’s a big difference between 8 8 and 12, that’s four years” and 12, that’s four years”

But age of child must be considered:But age of child must be considered:


““It shouldn’t be It shouldn’t be law it should be law it should be up to the up to the parents..but I do parents..but I do think the think the guidance things guidance things are good”are good”

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PG-12 PG-12 Parental Concerns Parental Concerns

Coping with film content depends on child:Coping with film content depends on child:

““A child’s imagination A child’s imagination … if they’ve got a … if they’ve got a really good imagination really good imagination they’re terrified”they’re terrified”

““Not every adult is responsible Not every adult is responsible enough to make that decision” enough to make that decision”

Irresponsible parenting:Irresponsible parenting:

““You know what You know what your kiddie can your kiddie can cope with and cope with and what they can’t”what they can’t”

Child securityChild security


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PG-12PG-12Initial Reactions to Advisory 12Initial Reactions to Advisory 12

12 rating advisory? 12 rating advisory? (n=200)(n=200)Yes – 70%Yes – 70%No – 23% No – 23% Don’t know – 7%Don’t know – 7%

Yes - Conditions for advisory? Yes - Conditions for advisory? (n=140)(n=140)Only if accompanied – 64%Only if accompanied – 64%Consumer advice (CA) helpful – 89% Consumer advice (CA) helpful – 89%

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PG-12PG-12Further Reactions to Advisory 12Further Reactions to Advisory 12No/Don’t know - Would want 12 rating No/Don’t know - Would want 12 rating

advisory on conditions? advisory on conditions? (n=60)(n=60)

Accompanied – 8%Accompanied – 8%CA – 13%CA – 13%Accompanied + CA – 45%Accompanied + CA – 45%Would not want advisory – 30%Would not want advisory – 30%

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PG-12PG-12Overall Reactions to Advisory 12Overall Reactions to Advisory 12

Advisory – 90%Advisory – 90%

Accompanied – 61%Accompanied – 61%CA helpful/necessary – 80%CA helpful/necessary – 80%

Not advisory – 9%Not advisory – 9%

Don’t know – 1%Don’t know – 1%

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PG-12 PG-12 Positive Industry ViewPositive Industry View

Good as theGood as the parents choice:parents choice:

““They [parents] still They [parents] still think they have the think they have the right to authorize for right to authorize for their children to come their children to come in and see 12 in and see 12 certificate films”certificate films”


““Not so much a Not so much a relaxation of the relaxation of the rules but taking rules but taking the decision the decision process back in process back in the parents court the parents court and away from us and away from us (Cinema Manager)(Cinema Manager)


Business advantageBusiness advantage

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PG-12PG-12AccompanimentAccompaniment


Requirement:Requirement:

“ “I think they I think they would have to would have to say they’d either say they’d either have to be 12 or have to be 12 or have a parent have a parent with you”with you”

“ “Basically someone who is Basically someone who is over the age limit of the over the age limit of the restriction that is applied”restriction that is applied”

Who accompanies?:Who accompanies?:

““From PG to 15 so long From PG to 15 so long as they went with the as they went with the parents then that’s the parents then that’s the parent’s responsibility… parent’s responsibility… so it’s up to you, that’s so it’s up to you, that’s your choice if you take your choice if you take them along, as a parent”them along, as a parent”

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PG-12PG-12Consumer AdviceConsumer Advice


Requirement:Requirement:

““How do you know you How do you know you need to give parental need to give parental guidance unless you guidance unless you know what the film is know what the film is about?”about?”

““I think if you’re going to do that I think if you’re going to do that [create PG-12] [create PG-12] then you need to go then you need to go back to how it used to be… some back to how it used to be… some independent independent person giving the basics”person giving the basics”

BBFC advice:BBFC advice:

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Summary - PG-12Summary - PG-12

PG-12 concept understood and accepted PG-12 concept understood and accepted when termed advisory 12when termed advisory 12

Should be accompanied and with consumer Should be accompanied and with consumer adviceadvice

Debate over age of responsible adultDebate over age of responsible adult

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PG-12 PilotPG-12 Pilot

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PG-12 Pilot PG-12 Pilot PG-12 Film Seen PG-12 Film Seen

0%

20%

40%

60%

80%

100%

With child Without child

The Others Legally BlondeZoolander BanditsMoulin Rouge America's Sweethearts

n = 132n = 132 201 201PostPost

Attend with child 8-14Attend with child 8-14

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PG-12 Pilot PG-12 Pilot Source of InformationSource of Information

PostPost

0%

20%

40%

60%

80%

100%


TV advertsPreview screenLocal paper reviewsCinema postersWebsitesLocal paper listingsCinema pamphlets

n = 132n = 132 201 201


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PG-12 Pilot PG-12 Pilot Ages of Children Seeing PG-12 Ages of Children Seeing PG-12

6-7 years4%

8-9 years9%

10-11 years22%

12-14 years64%

0-3 years1%

PostPost

199 children aged 14 or under were taken to the 199 children aged 14 or under were taken to the PG-12 film by 132 adults PG-12 film by 132 adults

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PG-12 Pilot PG-12 Pilot AwarenessAwareness

Aware – 49% Aware – 49% (n=333)(n=333)With child – 61%With child – 61%Without child – 40%Without child – 40%

Aware before today – 85% Aware before today – 85% (n=162)(n=162)With child – 90%With child – 90%Without child – 80%Without child – 80%

PostPost

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PG-12 Pilot PG-12 Pilot Source of AwarenessSource of Awareness

PostPost

0%

20%

40%

60%

80%

100%


Advert in cinemaLocal paperTVWord of mouthLeaflet in cinema

n = 81n = 81 81 81


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PG-12 Pilot PG-12 Pilot Rating Given to PG-12 Film Rating Given to PG-12 Film

0%

20%

40%

60%

80%

100%


PG PG-12 12 15 18 Don't know

n = 132n = 132 201 201PostPost


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PG-12 Pilot PG-12 Pilot Awareness of Consumer AdviceAwareness of Consumer AdviceAware exists – 65% Aware exists – 65% (n=333)(n=333)

With child – 72%With child – 72%Without child – 61%Without child – 61%

See consumer advice – 12% See consumer advice – 12% (n=333)(n=333)

With child – 14%With child – 14%Without child – 10%Without child – 10%

PostPost

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PG-12 Pilot PG-12 Pilot Permanently PG-12Permanently PG-12

12 rating permanently advisory? 12 rating permanently advisory? (n=333)(n=333)Yes – 70% (with child 83%, without 61%) Yes – 70% (with child 83%, without 61%) No – 23% (with 11%, without 31%) No – 23% (with 11%, without 31%) Don’t know – 7%Don’t know – 7%

Yes - Conditions for advisory? Yes - Conditions for advisory? (n=232)(n=232)Only if accompanied – 80%Only if accompanied – 80% (with 76%, without 83%)(with 76%, without 83%)Consumer advice (CA) helpful – 94% Consumer advice (CA) helpful – 94% (with 94%, without 93%)(with 94%, without 93%)

PostPost

PrePre70%70%23%23%

64%64%

89%89%

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PG-12 PilotPG-12 PilotFurther Reactions to PG-12Further Reactions to PG-12

No/Don’t know - Would want 12 rating No/Don’t know - Would want 12 rating advisory on conditions? advisory on conditions? (n=101)(n=101)

Accompanied – 14%Accompanied – 14%CA – 8%CA – 8%Accompanied + CA – 29%Accompanied + CA – 29%Would not want advisory – 37%Would not want advisory – 37%Don’t know - 13%Don’t know - 13%

PostPost

PrePre

8%8%13%13%45%45%30%30%2%2%

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PG-12 PilotPG-12 PilotOverall Reactions to PG-12Overall Reactions to PG-12

Advisory – 85% Advisory – 85% (with 92%, without 80%)(with 92%, without 80%)

Accompanied – 68% (with 72%, without 66%)Accompanied – 68% (with 72%, without 66%)CA helpful/necessary – 76% (with 84%, without 71%)CA helpful/necessary – 76% (with 84%, without 71%)

Not advisory – 11% Not advisory – 11% (with 3%, without 16%)(with 3%, without 16%)

Don’t know – 4% Don’t know – 4% (with 5%, without 4%)(with 5%, without 4%)

PostPost

PrePre90%90%

61%61%80%80%

9%9%

1%1%

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PG-12PG-12 Ratings Implementation Ratings Implementation

Overall successful and easy to enforceOverall successful and easy to enforceMore younger children attending cinema More younger children attending cinema

with adults (may have been greater if with adults (may have been greater if ‘children’s’ films running during pilot)‘children’s’ films running during pilot)

Few complaints (if any) were - Few complaints (if any) were - Disruptive children in showingsDisruptive children in showingsAdult orientated film unsuitable for younger childAdult orientated film unsuitable for younger child 5% not suitable for the child they took (post)5% not suitable for the child they took (post)

Age of accompanying adult needs to be Age of accompanying adult needs to be clearly definedclearly defined


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Summary - PG-12 PilotSummary - PG-12 Pilot

Pilot successfulPilot successful

Very positive response to PG-12 especially Very positive response to PG-12 especially from accompanying adults and industryfrom accompanying adults and industry

Not high awareness of PG-12 especially Not high awareness of PG-12 especially amongst adults without childrenamongst adults without children

BBFC posters and leaflets were usefulBBFC posters and leaflets were useful

Accompanied and consumer advice are Accompanied and consumer advice are requirements for PG-12requirements for PG-12

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The Future For PG-12The Future For PG-12

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Pilot Summary – Pilot Summary – PG-12 has a Firm FuturePG-12 has a Firm Future

12 rating trusted and used yet abused and 12 rating trusted and used yet abused and difficult to enforcedifficult to enforce

Parents and industry want parents to Parents and industry want parents to decidedecide

Overwhelming ‘yes’ PG-12Overwhelming ‘yes’ PG-12Reasonable ‘yes’ to accompanimentReasonable ‘yes’ to accompanimentOverwhelming ‘yes’ consumer adviceOverwhelming ‘yes’ consumer advice

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Questions Arising from PilotQuestions Arising from Pilot

Norwich is ‘safe’ do other regions face more Norwich is ‘safe’ do other regions face more child security or other issues?child security or other issues?

How old is a ‘responsible’ adult?How old is a ‘responsible’ adult? Is the term ‘PG-12’ ideal?Is the term ‘PG-12’ ideal?

Is the term ‘consumer advice’ ideal?Is the term ‘consumer advice’ ideal?How much consumer education is required How much consumer education is required

for PG-12?for PG-12?

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1515thth March 2002 March 2002Julie Pörksen & Sarah RobothamJulie Pörksen & Sarah Robotham

Norwich Pilot Norwich Pilot Research FindingsResearch Findings

Documents

Norwich Pilot Research Findings - British Board of Film ... - Research...Norwich Pilot Research Findings. ISO9000 ... seen it and I know she’d love it and ... guidance things are