Captivity
Captivity
March 31, 2007 - Editor’s Note:The MPAA on Thursday disciplined After Dark Films for its controversial outdoor advertising campaign for the upcoming “Captivity” by imposing a monthlong suspension of the ratings process for the horror film, which has not yet been rated. The move could make it difficult for the film to bow on its scheduled release date of May 18. In an uncharacteristically harsh reprimand, the MPAA — which had not approved After Dark’s ads for general audiences — also said that After Dark and its distribution partner, Lionsgate, will be required to clear all the “Captivity” promotional materials it uses going forward in addition to the locations and venues of all advertising buys relating to the film. It is the first time the MPAA has imposed such a sanction, though some observers questioned whether the MPAA will be able to monitor all the ad buys. While the MPAA will review After Dark’s promotional materials before May 1, “Captivity” will not be eligible for consideration by the ratings board until then and will not be given priority scheduling at that time. There is no set time period for how long it takes the MPAA to issue a rating. That is dependent on the number of films lined up for a rating. The sanction doesn’t give After Dark much time to recut or re-edit the film if the company is not satisfied with the initial rating issued. “The sanctions in this case are severe because this was an unacceptable and flagrant violation of MPAA rules and procedures,” MPAA senior VP of advertising Marilyn Gordon said.