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How PG Became Hollywood’s Hottest Rating
With "A Minecraft Movie," "Lilo & Stitch" and "How to Train Your Dragon," PG films have been dominating at the box office.
This weekend, meanwhile, Disney and Pixar’s “Elio” faces an uphill battle because the intergalactic adventure isn’t based on existing IP and will likely need to rely on word of mouth to break out. “They aren’t kiddie movies, even though they are rated PG,” says Kevin Goetz, founder and CEO of audience research firm Screen Engine/ASI. Even if that happens and PG surrenders its box office crown, a rating that was once seen as standing for something overly safe and sanitized has finally become cool again.
Or read this on Variety