The Motion Picture Association (MPA) has adopted many key tactics in its marketing practices that almost always guarantee heightened recognition. One strategy is a secret some might find surprising: opt for R-rated films rather than PG-13. But what makes a small change in the rating system such a vast profitable difference? R-rated films are considered luxury brands in the film industry, creating an exclusive environment for mature audiences. Although some films might not deserve the rating given, the idea of demand lockout ultimately increases profits, generating publicity and growing interest from fans. That’s why many production companies rate their movies R-rated regardless of whether they lack adult themes. The reality is underage audiences will find an opportunity to watch these films, with increasingly unlimited access to streaming services and movie theatres.

Regarding quality, movies with better overall critics’ reviews were likely to have an R rating. In a news announcement distributed by The University of Texas McCombs School of Business, author Judie Kinonen states that the better the film, the more of a boost it might get from an R rating.

Positive critics’ reviews and word-of-mouth may offset ticket sales lost by excluding parties. It’s extremely contradictory to push away an audience willing to spend their money, however, the appeal of watching something viewers aren’t supposed to create a larger attractiveness that the film itself can’t always fulfill. The higher the rating, the less appropriate the movie, and the more you want to watch it.

Kinonen relates to a research study done by Raghunath Rao, chair of the Department of Marketing and the Arthur James Douglass Centennial Professor in Entrepreneurship and Small Business at Texas McCombs: “He cites the 2006 Academy Award winner Little Miss Sunshine, which was centered around a child but had adult themes. With different editing, he says, it could have been rated PG-13. By seeking an R rating, the studio and director were able to lean more into its thematic material. Made for $8 million, it earned $101 million worldwide.

While Rao’s findings show the value of demand lockout in cinema, he says the theory can apply to other areas. For example, the streaming audio service Spotify built interest early on by offering free accounts by invitation only.” It’s no secret that exclusivity has a heightened attractiveness to the public, everyone wants to be in “the in”. These small marketing hacks help bring films to the next level, arguably one of the most influential PR hacks used in production companies across the world.

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