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| Author: | Leenders, M.A.A.M. Eliashberg, J. |
| Title: | The antecedents and consequences of restrictive age-based ratings in the global motion picture industry |
| Journal: | International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 367-377 |
| Index terms: | international marketing film industry regulations |
| Freeterms: | age restrictions ratings |
| Language: | eng |
| Abstract: | This article analyzes the effect of third-party ratings systems on products and services of multiple industries. The study focuses on restrictive age-based ratings in the motion picture industry and the effect of local ratings on box office performance. The results reveal that restrictive ratings have a significant negative effect on opening weekend box-office performance, although the cumulative box-office performance doesn't seem to be affected at all. Also, role of the local regulatory system as a key driver of restrictive age-based ratings is also analyzed. It is found that the composition of the rating board plays a key role. Pediatrics, psychology, or sociology experts in the evaluation board lead to more lenient rating behavior. Large boards also tend to be more restrictive than smaller ones. International marketing and public policy implications are discussed. |
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