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On January 30, Bona Cinema, a leading Chinese cinema group, announced on its micro-blog that the cinema was going to introduce a “film rating system,” which immediately aroused a heated discussion. But Bona Cinema soon deleted the post and explained the so-called “rating system” would not be an industry standard but merely a guiding service for audiences. Details of the services are still unknown.
For several years Chinese movie insiders have been discussing the possibility of adopting a film rating system in the domestic market. But there are so many controversies that no conclusions have been made yet.
At present, China uses a film censorship system instead of a rating system to restrict the content of movies that are going to be shown in cinemas. The government argued it is unnecessary to adopt this kind of system because the improper content or movies can be deleted or banned before showing. Therefore, some films that may contain strong graphic violence with blood and gore, sex scenes or other elements can never be seen in cinemas or on the Internet in China.
However, some contents may still garner an unpleasant response from the audiences, particularly children and the elderly. For example, it is frequently reported that some kids were scared of the dark and horror plots of the blockbuster Harry Potter series in cinemas. Therefore, many parents, cinema managers and movie directors have called for an official film rating system in the Chinese market.
Although both the public and cinema insiders call for a film rating system, the
State Administration of Radio, Film and Television (SARFT) has never issued any official regulations about film rating, because all parties involved in the movie industry have not reached consensus on the final decision on how to make a unified rating system.
On August 19, 2010, Zhao Shi, the then Vice Minister of SARFT, said at a press conference, “It is not proper to implement a film rating system in the Chinese market.”
Zhao said research in the domestic market showed that in theory the film rating system could not meet different needs of differentiated audiences. In practice the rating system was not successful even in developed markets abroad. It also could not prevent children and teenagers from watching films through other means including the Internet and home video.
Furthermore, the latest draft of the Promotion Law of Film Industry published in December 2011, did not mention anything about a film rating system, which ended up the long-argued topic.
Clarifying
In order to prevent misunderstandings, Bona Cinema clarified the facts.
“To be specific, our cinemas are going to offer a service that gives a guide for parents and their children to watch films,” said Jin Bo, Operation Manager of Bona Cinema in Beijing.
“The film watching guide is not an industry standard but just a service provided by Bona,” emphasized Jin. “The guide service is designed to help parents decide whether a movie is suitable for their children. We will make such suggestions for audiences when they buy tickets. But it is up to them whether to watch the movie.”
With regard to when the guide service will be launched, Jin said it is still under preparation and will be offered in a few months.
Yu Dong, CEO of Bona Cinema, also said, “People misunderstood our film guide. It is not a rating system. And we have no right to forbid audiences to see what they want to in the cinema.”
Yu stressed that the guide was not inconsistent with official censorship regulations.“SARFT has a strict censorship system. Moviemakers also make some restrictions on the content. But still, some moviegoers occasionally walk out of the theater during the film due to violent or impudent scenes in movies. So I think it is a good attempt for cinemas to remind audiences when they select movies,”Yu said.
Voices
Some people supported Bona Cinema when the news was released.
He Ping, a renowned film director, said, “It is beneficial for the protection of children that the cinemas offer guide to audience.”
Another film director Li Yang also gave his encouragement in his blog. “Movies should be classified according to different ages of audiences in the same way that clothes have different sizes for children and adults.”
“Though there is no mandatory rating system, the films released in the Chinese market should be classified by content, which is especially important for children,” said Yin Hong, Vice Dean of School of Journalism and Communication at Tsinghua University. “The service of Bona Cinema shows the company’s corporate social responsibility senses. I think it should be encouraged.”
“The unsettled rating system shows that no consensus has been reached yet,” said Yin.“In other words, the movie market in China is imbalanced and people have different ideas on the subject. So it is very difficult to make a common industry standard that all parties agree with,” Yin said.
“In fact, developed countries issued a film rating system only after they achieved certain progress in the movie industry,” Yin added.
For example, the widely used rating system in the United States today was issued by Motion Picture Association of America(MPAA) on November 1, 1968.
The MPAA film rating system is designed to classify films with regard to suitability for audiences in terms of issues such as sex, violence, substance abuse, profanity and other types of inappropriate content.
Instead of an official government censorship system, the voluntary MPAA film rating system takes effect with three industry committees as its monitoring and guiding groups: the MPAA, the National Association of Theater Owners, and the International Film Importers & Distributors of America. However, most movie theater chains do not show unrated domestic films and most major studios have agreed to submit all titles for rating prior to theatrical release.
The distinguished feature of MPAA ratings is that all movies shown in cinemas must be rated as a guide for parents who would consider whether to allow their children to watch the film. But the MPAA should not forbid any movie production or release.
MPAA ratings can’t stop the spread of X-rated movies in the U.S. market. Without doubt, such movies are definitely forbidden and illegal in the Chinese market.
In spite of positive feedback from the public, the effectiveness of the service provided by Bona Cinema is still unclear.
Wu Hehu, a spokesman for Shanghai United Circuit Cinema Chains, talked prudently about the guide service of Bona Cinema.
“Many cinemas tried to adopt a film watching guide service several years ago. But people thought it was just a publicity stunt of the cinemas. Some parents doubted the rating standard of the cinemas.”
“But according to the newly drafted Promotion Law of Film Industry, cinemas are encouraged to remind audiences of the possible influence of some movie content,”Wu added.
The service may affect cinema chains in the Chinese market. As society progresses and audiences develop, a mature film rating system is expected to come in the long run. After all, public demand is the driving force to make related laws or regulations.
For several years Chinese movie insiders have been discussing the possibility of adopting a film rating system in the domestic market. But there are so many controversies that no conclusions have been made yet.
At present, China uses a film censorship system instead of a rating system to restrict the content of movies that are going to be shown in cinemas. The government argued it is unnecessary to adopt this kind of system because the improper content or movies can be deleted or banned before showing. Therefore, some films that may contain strong graphic violence with blood and gore, sex scenes or other elements can never be seen in cinemas or on the Internet in China.
However, some contents may still garner an unpleasant response from the audiences, particularly children and the elderly. For example, it is frequently reported that some kids were scared of the dark and horror plots of the blockbuster Harry Potter series in cinemas. Therefore, many parents, cinema managers and movie directors have called for an official film rating system in the Chinese market.
Although both the public and cinema insiders call for a film rating system, the
State Administration of Radio, Film and Television (SARFT) has never issued any official regulations about film rating, because all parties involved in the movie industry have not reached consensus on the final decision on how to make a unified rating system.
On August 19, 2010, Zhao Shi, the then Vice Minister of SARFT, said at a press conference, “It is not proper to implement a film rating system in the Chinese market.”
Zhao said research in the domestic market showed that in theory the film rating system could not meet different needs of differentiated audiences. In practice the rating system was not successful even in developed markets abroad. It also could not prevent children and teenagers from watching films through other means including the Internet and home video.
Furthermore, the latest draft of the Promotion Law of Film Industry published in December 2011, did not mention anything about a film rating system, which ended up the long-argued topic.
Clarifying
In order to prevent misunderstandings, Bona Cinema clarified the facts.
“To be specific, our cinemas are going to offer a service that gives a guide for parents and their children to watch films,” said Jin Bo, Operation Manager of Bona Cinema in Beijing.
“The film watching guide is not an industry standard but just a service provided by Bona,” emphasized Jin. “The guide service is designed to help parents decide whether a movie is suitable for their children. We will make such suggestions for audiences when they buy tickets. But it is up to them whether to watch the movie.”
With regard to when the guide service will be launched, Jin said it is still under preparation and will be offered in a few months.
Yu Dong, CEO of Bona Cinema, also said, “People misunderstood our film guide. It is not a rating system. And we have no right to forbid audiences to see what they want to in the cinema.”
Yu stressed that the guide was not inconsistent with official censorship regulations.“SARFT has a strict censorship system. Moviemakers also make some restrictions on the content. But still, some moviegoers occasionally walk out of the theater during the film due to violent or impudent scenes in movies. So I think it is a good attempt for cinemas to remind audiences when they select movies,”Yu said.
Voices
Some people supported Bona Cinema when the news was released.
He Ping, a renowned film director, said, “It is beneficial for the protection of children that the cinemas offer guide to audience.”
Another film director Li Yang also gave his encouragement in his blog. “Movies should be classified according to different ages of audiences in the same way that clothes have different sizes for children and adults.”
“Though there is no mandatory rating system, the films released in the Chinese market should be classified by content, which is especially important for children,” said Yin Hong, Vice Dean of School of Journalism and Communication at Tsinghua University. “The service of Bona Cinema shows the company’s corporate social responsibility senses. I think it should be encouraged.”
“The unsettled rating system shows that no consensus has been reached yet,” said Yin.“In other words, the movie market in China is imbalanced and people have different ideas on the subject. So it is very difficult to make a common industry standard that all parties agree with,” Yin said.
“In fact, developed countries issued a film rating system only after they achieved certain progress in the movie industry,” Yin added.
For example, the widely used rating system in the United States today was issued by Motion Picture Association of America(MPAA) on November 1, 1968.
The MPAA film rating system is designed to classify films with regard to suitability for audiences in terms of issues such as sex, violence, substance abuse, profanity and other types of inappropriate content.
Instead of an official government censorship system, the voluntary MPAA film rating system takes effect with three industry committees as its monitoring and guiding groups: the MPAA, the National Association of Theater Owners, and the International Film Importers & Distributors of America. However, most movie theater chains do not show unrated domestic films and most major studios have agreed to submit all titles for rating prior to theatrical release.
The distinguished feature of MPAA ratings is that all movies shown in cinemas must be rated as a guide for parents who would consider whether to allow their children to watch the film. But the MPAA should not forbid any movie production or release.
MPAA ratings can’t stop the spread of X-rated movies in the U.S. market. Without doubt, such movies are definitely forbidden and illegal in the Chinese market.
In spite of positive feedback from the public, the effectiveness of the service provided by Bona Cinema is still unclear.
Wu Hehu, a spokesman for Shanghai United Circuit Cinema Chains, talked prudently about the guide service of Bona Cinema.
“Many cinemas tried to adopt a film watching guide service several years ago. But people thought it was just a publicity stunt of the cinemas. Some parents doubted the rating standard of the cinemas.”
“But according to the newly drafted Promotion Law of Film Industry, cinemas are encouraged to remind audiences of the possible influence of some movie content,”Wu added.
The service may affect cinema chains in the Chinese market. As society progresses and audiences develop, a mature film rating system is expected to come in the long run. After all, public demand is the driving force to make related laws or regulations.