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Disney’s new guidelines

Mouse tightens grip around R-rated pix

The Walt Disney Co. on Tuesday announced new movie marketing policies and clarified existing ones. They include:

  • Print advertising, in-theater trailers and the film Web sites for R-rated films will include supplemental information describing why the film received the R rating.

  • The ABC Television Network will not accept advertisements for R-rated films in primetime entertainment programming prior to 9 p.m. (Eastern and Pacific time zones).

  • The company will not permit motion picture exhibitors to show trailers advertising R-rated films on theater screens showing Disney-branded films.

  • In conducting marketing research for films that are R-rated or that the company reasonably believes will be R-rated, the company will not target research or audience groups that are under 17 years old.

  • In its dealings with motion picture exhibitors, the company will strongly encourage them to enforce the existing industry policy of not admitting young people under 17 into an R-rated film unless they are accompanied by an adult.

  • The company will continually review its motion picture advertising and marketing practices to make sure that they are consistent with the goal of not inappropriately advertising R-rated movies to children.

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