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Movie Studios Break Rules to Target Kids With Violent, Scary and Sexy DVDs

By Jim Edwards

Updated on: December 30, 2008 / 12:26 PM EST / MoneyWatch

Movie studios routinely advertise DVDs for violent, scary and suggestive movies on children's TV, according to recent statements by the ad industry's own kids' TV watchdog.

The Children's Advertising Review Unit has cited at least seven movies rated PG-13 whose DVDs were advertised this year on TV shows targeted at viewers 12 and under. Of those movies, three were advertised by Paramount, and the studio said in all three cases that it "intended" for the DVDs to be advertised to kids. The Paramount movies were Indiana Jones and the Kingdom of the Crystal Skulls, Iron Man and Drillbit Taylor. In the case of Paramount's Drillbit Taylor, CARU cited the movie because:

The commercial for "Drillbit Taylor," aired during children's programming hours. The film is rated PG-13 by the Motion Picture Association of America (MPAA) for "crude sexual references throughout, strong bullying, language, drug references and partial nudity."

According to CARU, Paramount is unrepentant. For all three Paramount movies cited, CARU wrote,

Paramount Studios has indicated it intended for the ads in question to run on programming which CARU believes is primarily directed to children under 12.

CARU monitors children's movie advertising under an agreement with the MPAA, the movie industry's own advertising authority. Their agreement states:

CARU will ask the advertiser to pull the ad and to make sure the placement does not reoccur. If the advertiser complies, CARU will close its inquiry. If the placement was intentional, CARU will refer the matter to the MPAA Advertising Administration to determine whether the film is appropriate to be advertised to children. CARU will publicly report both its closings and referrals.

The problem seems to be that studios have figured out that once a movie has been referred to MPAA, nothing more happens. Messages were left with Paramount at the time of writing. MPAA could not be reached as their numbers in Washington, D.C., and Los Angeles led to voicemail prompts that prevent callers from leaving messages. A CARU spokesperson said she did not know what MPAA did once they received an inappropriate advertising referral from CARU.

A list of movies cited by CARU:
Drillbit Taylor (Paramount) The commercial for "Drillbit Taylor," aired during children's programming hours. The film is rated PG-13 by the Motion Picture Association of America (MPAA) for "crude sexual references throughout, strong bullying, language, drug references and partial nudity. Paramount Studios has indicated it intended for the ads in question to run on programming which CARU believes is primarily directed to children under 12.
Indiana Jones and the Kingdom of the Crystal Skulls (Paramount) The film is rated PG-13 by the Motion Picture Association of America (MPAA) "for sequences of intense action violence, some frightening sci-fi images, and brief suggestive content," raising concerns regarding the appropriateness of advertising a film rated PG-13 to children. In this case Paramount Studios has indicated it intended for the ads in question to run on programming which CARU believes is primarily directed to children under 12.
Iron Man (Paramount) The commercial for "Iron Man" aired during children's programming hours. The film is rated PG-13 by the Motion Picture Association of America (MPAA) for "some intense sequences of Sci-Fi action and violence and brief suggestive content." In this case Paramount Studios has indicated it intended for the ads in question to run on programming which CARU believes is primarily directed to children under 12.
The Incredible Hulk (Universal) Broadcast advertising for "The Incredible Hulk" DVD aired during children's programming hours. The DVD is rated PG-13 by the Motion Picture Association of America (MPAA) for "for sequences of intense action violence, some frightening sci-fi images, and brief suggestive content."
Get Smart (Warner Bros.) "Get Smart" aired during children's programming hours. The film is rated PG-13 by the Motion Picture Association of America (MPAA) for "some rude humor, action violence and language."
The Mummy: Tomb of the Dragon Emporer (Universal Pictures) Broadcast advertising for the film, rated PG-13 by "for adventure action and violence," aired, among other times, on Nick Toons, during the program "Avatar: The Last Airbender."
"Sisterhood of the Traveling Pants 2 (Warner) The commercial for "Sisterhood of the Traveling Pants 2," rated PG-13 by the Motion Picture Association of America (MPAA) for "mature material and sensuality," aired, among other times, on July 21, 2008, on Nick 1 during children's programming.

Pictured: Anne Hathaway in a scene from Get Smart.