A CBA industry task force, in cooperation with The Dove Foundation, has developed a new ratings system for Christian DVD products and film releases to help retailers better serve their customers with knowledgeable information about product content. The intent of the ratings schema is to ensure that Christian consumers understand the type of content they are purchasing, particularly if titles contain portrayals not usually expected in Christian media.
Retailers and media producers and distributors will have until June 15, to comment on the system before the ratings are finalized. View the proposed ratings.
The ratings aim to help better understand content in films such as Passion of the Christ or To Save a Life, projects which have content objectionable to some but are nonetheless powerful in their depiction of the Gospel or have redeeming evangelistic messages. These projects, though, are not suitable for young children, some youth, or even adults with more conservative media preferences.
The ratings extend the Dove Foundation’s “Family-Approved” seal of approval to include Faith Friendly and Faith Based classifications. They seek to specify age-appropriateness and potentially offensive content involving language, drugs and substance abuse, violence, or sexuality, but always within a Christian context.
Dick Rolfe, founder of The Dove Foundation, said the film industry’s Motion Picture Association of America ratings don’t always classify films in ways that align with the faith community’s traditional moral and family values. Mild curse words or depictions of sexuality and violence might be more accepted in MPAA ratings, but they must be clearly identified in filmed content designed for broadly diverse Christian audiences.
A Sony Pictures DVD, for example, Gifted Hands (The Ben Carson Story), the famed neurosurgeon’s autobiography, was lauded for its Christian themes and power, but a curse word meant the film could not receive the Dove Family Approved Seal, so wasn’t rated by the organization. The new ratings help communicate to consumers that a particular film or DVD may be very strong in spiritual themes and issues, but may have content issues objectionable to some Christians.
Many Christian-store retailers typically don’t carry products that may have the slightest potential offense to customers. They want to protect their relationships with core customers and affirm their expectations. Yet family-entertainment DVDs are a strong growth category for Christian stores.
“No one wants to be surprised with unexpected language or uncomfortable situations depicted on the screen when the family settles down to view entertainment,” said Ron Forster, owner of The Open Door in Terre Haute, IN, and a member of the task force. He said the ratings help give consumers information they need to confirm a purchasing decision and protect retailers by providing definitive information about the content.
“Films and DVDs can be very powerful in reaching the lost,” Forster said, “and they can be very effective for various ministry outreach programs and helping the general culture understand what Jesus Christ is all about. But people need to know what they are getting when they buy a DVD or a movie ticket.”
Various film and DVD producers agree there has been a need to better alert Christian-store shoppers to both the inspirational as well as edgy but faith-challenging home entertainment in Christian media, as well as provide more clarity to store owners and staff on what’s inside the growing number of films hitting the shelves.
“As a film producer, I’m excited about the new ratings system that will help customers quickly identify inspirational and family-friendly films, including those that portray real life in an honest and unvarnished way,” said Bobby Downes, producer of the upcoming release,Like Dandelion Dust.“These new ratings, championed by CBA and developed with The Dove Foundation, allow Christian retailers to identify movie content more effectively for their customers and to avoid any unnecessary surprises.”
Christian media has broader purposes than just entertainment for Christians, Rolfe said. “They also provide an outreach to non-Christians who expect a realistic portrayal of life situations that’s often seen as critical to help tell the Gospel story through modern media and touch lives with the redeeming power of Christ.
The power of conversion testimony is often a story of redemption from the most vile and repulsive circumstances. However, Christian parents and adults want to feel confident that the products they purchase that are labeled “Christian” or “Christian-themed” don’t dilute the Gospel or are reprobate.
Rolfe said The Dove Foundation will create two new Dove Seals to identify Faith-Friendly and Faith-Based content that is different from the foundation’s Family Friendly, general-audience designation. He added that the new seals will maintain the integrity of the Dove brand in identifying appropriate Christian-themed content, while adding new dimensions for consumers to understand what’s in the works.
Film producers and distributors may apply for a Dove rating for a nominal fee. Dove will review the project and assign a rating based on the newly formed guidelines. For more information, visit www.Dove.org.
To comment, e-mail info@cbaonline.org.