College Park, Md. – March 1, 2010 – New research from the University of Maryland’s Robert H. Smith School of Business and Yale University School of Management finds films from well-known producers and directors receive more lenient parental guidance ratings by the Motion Picture Association of America than those produced by independent distributors or unknown producers and directors, an advantage that can lead to wider distribution and higher revenues at the box office.
Thurs, Feb. 25, 2010, 7:30 p.m. Sunday, Feb. 28, 2010, 7:30 a.m. Monday, March 1, 2010, 4:30 a.m.
Bias in the Hollywood Ratings Game
It’s Hollywood awards season. With the glow just wearing off from the Golden Globes and the Academy Awards quickly approaching, the year’s top films are vying for top honors. Aside from how well they do in the awards, how well films do at the box office depends in part on what parental guidance rating they carry.
New Smith research might alter your perspective on the next movie review you read online. Film critics sometimes react not just to the film itself, but also to one another, says Associate Professor of Management Dave Waguespack and Smith PhD Daniel Olson. When this happens, it can alter the critics’ rating of the film and content of the review.