Yu Dong, CEO of Bona Cinema, also said, "People misunderstood our film guide. It is not a rating system. And we have no right to forbid audiences to see what they want to in the cinema."

Yu stressed that the guide was not inconsistent with official censorship regulations. "SARFT has a strict censorship system. Moviemakers also make some restrictions on the content. But still, some moviegoers occasionally walk out of the theater during the film due to violent or impudent scenes in movies. So I think it is a good attempt for cinemas to remind audiences when they select movies," Yu said.

Voices

Some people supported Bona Cinema when the news was released.

He Ping, a renowned film director, said, "It is beneficial for the protection of children that the cinemas offer guide to audience."

Another film director Li Yang also gave his encouragement in his blog. "Movies should be classified according to different ages of audiences in the same way that clothes have different sizes for children and adults."

"Though there is no mandatory rating system, the films released in the Chinese market should be classified by content, which is especially important for children," said Yin Hong, Vice Dean of School of Journalism and Communication at Tsinghua University. "The service of Bona Cinema shows the company's corporate social responsibility senses. I think it should be encouraged."

"The unsettled rating system shows that no consensus has been reached yet," said Yin. "In other words, the movie market in China is imbalanced and people have different ideas on the subject. So it is very difficult to make a common industry standard that all parties agree with," Yin said.

"In fact, developed countries issued a film rating system only after they achieved certain progress in the movie industry," Yin added.

For example, the widely used rating system in the United States today was issued by Motion Picture Association of America (MPAA) on November 1, 1968.

The MPAA film rating system is designed to classify films with regard to suitability for audiences in terms of issues such as sex, violence, substance abuse, profanity and other types of inappropriate content.

Instead of an official government censorship system, the voluntary MPAA film rating system takes effect with three industry committees as its monitoring and guiding groups: the MPAA, the National Association of Theater Owners, and the International Film Importers & Distributors of America. However, most movie theater chains do not show unrated domestic films and most major studios have agreed to submit all titles for rating prior to theatrical release.

The distinguished feature of MPAA ratings is that all movies shown in cinemas must be rated as a guide for parents who would consider whether to allow their children to watch the film. But the MPAA should not forbid any movie production or release.

MPAA ratings can't stop the spread of X-rated movies in the U.S. market. Without doubt, such movies are definitely forbidden and illegal in the Chinese market.

In spite of positive feedback from the public, the effectiveness of the service provided by Bona Cinema is still unclear.

Wu Hehu, a spokesman for Shanghai United Circuit Cinema Chains, talked prudently about the guide service of Bona Cinema.

"Many cinemas tried to adopt a film watching guide service several years ago. But people thought it was just a publicity stunt of the cinemas. Some parents doubted the rating standard of the cinemas."

"But according to the newly drafted Promotion Law of Film Industry, cinemas are encouraged to remind audiences of the possible influence of some movie content," Wu added.

The service may affect cinema chains in the Chinese market. As society progresses and audiences develop, a mature film rating system is expected to come in the long run. After all, public demand is the driving force to make related laws or regulations.

Email us at: baishi@bjreview.com