Observers of and participants in the motion picture industry have for years looked for a formula that explains and predicts the ingredients that lure crowds to the movies. The study reported here examines the intuitively appealing notion that by labeling something as forbidden fruit, its attractiveness increases. The theoretic lens used in this study is Brehm’s concept of psychological reactance which focuses on the specific motivational and behavioral response of individuals for whom a given freedom (e.g., movie attendance) has been threatened or eliminated. The Motion Picture Association of America’s (MPAA) film rating system, by assigning R and X ratings to pictures, can be viewed as a means by which movies are deemed forbidden. One could reasonably suspect that this concept of forbidden fruit is plainly apparent to film producers. If this concept is in fact accurate, then producers might be motivated to try to have more restrictive ratings assigned to their pictures (perhaps by adding gratuitous violence, sex, nudity or language). Thus, the research questions this study addresses are: 1) For the first ten years the MPAA film rating system has been in effect, is there a tendency for more R and X rated pictures to be produced? 2) Are there significant differences between the assignment of film ratings for Major-Minor producers and Independents for this time period? 3) Is there a tendency for significantly more R and X pictures to become top-grossing films? This paper will present a broad, and necessarily cursory, overview of selected explanations regarding motives for movie attendance (I), a brief discussion of the MPAA’s film rating system (11), a review of reactance theory (111), and responses to the three research questions (IV).
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