The long-awaited Transformers movie premieres tonight. If you're in your late-20s or early 30s, and watched the Transformers cartoons as a kid, you probably have a desire to see this "PG-13" action extravaganza. But beware: According to Susan Linn, a psychologist who co-founded the Campaign for a Commercial-Free Childhood, Transformers is being marketed towards children. Brooks Barnes of the New York Times said in an article this morning that the live-action film is packed with cars and planes that turn into "blood-thirsty alien robots." In a PG-13 fight between good and evil, do you expect anything less?
The problem, according to Linn, is that Dreamworks and Hasbro, Inc (NYSE: HAS) are going after preschoolers with their "widespread and irresponsible" marketing of the movie. "Movie studios have been using toys to market movies in unfair ways for a long time," says Linn. "But this is a movie that was designed from the beginning to sell toys and that makes this case particularly egregious."
After taking a look at Hasbro's Transformers website, it's difficult to agree. The front page has two links regarding the movie – both in small print. "Widespread" and "irresponsible" Hasbro is not.
Hasbro didn't give the complaint much thought, saying "All of our Transformers toys both movie-related and those that are part of our non-movie line are fun and very appropriate for kids based on the age code marked clearly on packaging." What Linn forgot to realize is that Transformers the movie is "PG-13", while Transformers the television show is watched worldwide by children under age 13.
The Federal Trade Commission, which monitors the marketing of R-rated movies to children, could favor Linn and the Campaign for a Commercial-Free Childhood. Jackie Dizdul, at the FTC, wouldn't say whether the agency has plans to expand its monitoring to PG-13 rated movies, but says, "We are very interested in what the group has to say."
In a world where government agencies are willing to slap "Adult Only" ratings on video games and talk-show radio hosts work in fear for doing what they get paid to do, it's only a matter of time before the Motion Picture Association tightens the reigns on movies. Think of all the movies slated for the next two years that will involve toys: sequels are already being planned for Fantastic Four, TNMT, and Transformers. If the M.P.A.A. is pressured to put an "R" rating on those films, expectations of movie sales will plummet. Poor movie sales could trigger poor a slump in toy sales. Could be a slippery slope.
Kevin Shult is a writer for TheFlyOnTheWall.com (subscription required).
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Reader Comments (Page 1 of 1)
7-02-2007 @ 10:39PM
Ryan said...
Dreamworks Animation, SKG (DWA) is NOT the maker of Transformers. Dreamworks is, which is owned by Paramount, which is under Viacom. Dreamworks Animation is different company all together.