Cinergi unfazed by a ‘ Dredd’ R rating

The Motion Picture Assn. of America handed down an R rating to Cinergi Prods. and Hollywood Pictures’ Sylvester Stallone starrer “Judge Dredd” June 21, much to the disappointment of the filmmakers.

However, marketers at both Disney and Cinergi said the rating will not impact their marketing efforts nor those of the film’s promotional partners, Jack-in-the Box and Mattel.

A Cinergi spokesman said the company had anticipated the possibility of an R from the get-go. “When we first started out with the picture, we had hoped to have a PG-13 given the fact it was based on a comic book,” a Cinergi spokesman said. “Each of the promotional partners were aware of the possibility that we could be rated R. It doesn’t really affect them or us.”

An R rating can sometimes put the screws to promotional partners. In this case, however, neither the promotion nor the master toy licensee should be affected. Kenner Toys was extremely successful in the boy’s toy arena with its launch of action figures for the R-rated “Terminator” series, for example.

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