Dammit, stop cursing and make money!
posted at 9:30 am on March 13, 2008 by Ed Morrissey
What is the single best predictor of box office success for PG movies, the slice that aims at the lucrative teen market? According to an analysis by Nielsen, it’s not explosions or even reviews, but how much profanity the movie contains. Low-profanity PG movies make more than twice as much at the box office as their saltier cousins:
Sexuality or violence in those films had less to do with success than the language, the Nielsen PreView group said in a study being released Thursday.
“The reality is that profanity, within PG, is the big demarcation between box office winner and box office loser,” research and marketing director Dan O’Toole said at ShoWest, a conference where studios unveil upcoming movie lineups.
“Parents are choosing PG films for their kids that have very, very low levels of profanity. We’re talking one-third the level of the average PG film,” he said.
The research firm cross-referenced box office data on 400 films in wide-release from the fall of 2005 to the fall of 2007 with their ratings for sex, violence and profanity given by Critics Inc.’s Kids-In-Mind.com Web site.
This shows that parents still exercise the ultimate control over content: the price of the ticket. It remains the best free-market approach to an industry that offers up a wide variety of product, especially for teenagers. Given the price for production, the gap speaks loudly to studios and producers. They cannot help but notice the difference between $38 million for more profane language and $69 million for more polite language, and that should result in more of the latter than the former in the future.
The market works. So does parental supervision. If we want a cleaner entertainment environment for our children, including teens, then we have to impose these kinds of limits and have the courage to put up with the whining that accompanies it. We often see parents who appear more interested in being their childrens’ BFFs than with actual parenting. Kudos to the vast majority who have set limits and enforced them; everyone will benefit in the long run from their efforts.
Maybe now we can start working on Bratz dolls…
Blowback
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One of my most favorite movies is The Princess Bride, which has no cussing or sex, and very little violence. I think when you get rid of those things, you have to focus on an actual story, with a good plot and believable characters.
But I also like some more, ah, mature films too.
rbj on March 13, 2008 at 9:48 AM
Teens, for the most part, don’t understand what’s wrong with profanity because we haven’t explained it to them, & because adults have been poor role models. They see how easy it is to get a cheap laugh by saying a “forbidden” word, & since they’re dying for acceptance, they want to get those laughs, too.
jgapinoy on March 13, 2008 at 9:55 AM
hehe, ed said 69… *snicker*
I kept hearing about The Princess Bride and when I finally watched it I came to the conclusion that it sucked.
Darth Executor on March 13, 2008 at 9:56 AM
There’s nothing wrong with cussing. We have much bigger concerns, like lack of responsibility (especially in regards to sex).
Darth Executor on March 13, 2008 at 10:00 AM
What’s wrong with profanity?
1) it bothers millions of people–that’s reason enough to avoid it
2) it hinders the development of thoughtful discussion by supplying supposedly all-purpose words that replace specific terminology
3) it belittles real places & people like God, Jesus Christ, & Hell. Would you like your name to become profanity? “You shall not take the name of the Lord in vain.”
jgapinoy on March 13, 2008 at 10:00 AM
I kept hearing about The Princess Bride and when I finally watched it I came to the conclusion that it sucked.
Darth Executor
One of the best movies ever made. Every level of that film is near perfect.
Krydor on March 13, 2008 at 10:02 AM
Yea, some of that genre can be pretty cheesy. But, I can sit and watch it with my 12 year old daughter and not have to worry about explaining “what they’re doing” or “what is that powder he’s sniffing?”
At least we’re past the Barney stage. It took me 2 years to get that stupid song out of my head.
BacaDog on March 13, 2008 at 10:02 AM
I love The Princess Bride. Swash-buckling, romantic, hilarious.
jgapinoy on March 13, 2008 at 10:03 AM
precisely!
Vntnrse on March 13, 2008 at 10:05 AM
I’m 30, and I don’t understand what’s wrong with profanity. Only parents care about profanity. It seems that once people have kids they get hyper-senstive about bad language, as if their child isn’t going to be able to have a rewarding life if they learn the f-word in 2nd grade.
Bad language doesn’t hurt anyone. That being said, there’s obviously a market for movies aimed at people who blanche at naughty words. If I was in the entertainment business, I’d try to exploit this market. But really, people who act like dirty words are somehow irreparably damaging our culture need to get a life.
Enrique on March 13, 2008 at 10:05 AM
I gotta disagree. I’m with rbj on this one: The Princess Bride was great. Let the quotable lines begin!
“Hello my name is Inigo Montoya. You killed my father. Prepare to die.”
and
“He’s not dead. He’s only mostly dead.”
ncc770 on March 13, 2008 at 10:06 AM
1) it bothers millions of people–that’s reason enough to avoid it
Religion bothers millions of people. Are you going to give that up?
2) it hinders the development of thoughtful discussion by supplying supposedly all-purpose words that replace specific terminology
With all due respect, I think you take yourself too seriously.
3) it belittles real places & people like God, Jesus Christ, & Hell. Would you like your name to become profanity? “You shall not take the name of the Lord in vain.”
I never miss the opportunity to belittle God. I’m continually amazed at the penny-ante crap that bothers God. It’s not enough that He insists on having veto power over who we have sex with, He also has to tut-tut our words choices. God needs a hobby.
Enrique on March 13, 2008 at 10:11 AM
ncc770 on March 13, 2008 at 10:06 AM
My personal favorite:
“Have fun storming the castle!”
I say that now instead of “good-bye”.
;-)
Pachyderm on March 13, 2008 at 10:15 AM
Bratz Dolls! Shudder.
My wife and I drew a line in the sand there. My five year old thinks they are to die for.
Amazingly, after six months of “no” she no longer asks for them, just says she likes them, but can’t have them.
If this still works when she’s 14, I’ll let you know.
dougwinship on March 13, 2008 at 10:16 AM
BEST LINE – “Have fun storming the castle.
You think it will work?
It’d take a miracle”
Darth Keller on March 13, 2008 at 10:17 AM
I watch the more profane-laced films (I’m a Kevin Smith fan), but I tend to watch those when my husband’s kids aren’t here. The stepkids know the words, but they don’t use them. They know better.
ScoopPC11 on March 13, 2008 at 10:19 AM
Darth Keller,
“I don’t think that word means what you think it means”
Krydor on March 13, 2008 at 10:21 AM
“I want my father back, you…” Aside from that I agree though. “Very little” still stands.
And who could forget “Inconceivable!”
OneGyT on March 13, 2008 at 10:22 AM
Now, are you referring to the whining of the kids?…. or the whining from Hollywood? Or both?
4shoes on March 13, 2008 at 10:23 AM
“What about the Rodents of Unusual Size?”
“Oh, they don’t exist…”
Frozen Tex on March 13, 2008 at 10:23 AM
why don’t you use mohammed or buddha the next time you curse?
or curse your own name perhaps?
It seems like you are an enlightened one.
maynila on March 13, 2008 at 10:23 AM
It’s been my experience that:
1. When you say “The Princess Bride,” the vast majority of people respond with, “Mawwiage.”
2. No one will ever be offended by a lack of profanity.
DrMagnolias on March 13, 2008 at 10:24 AM
You keep using this word; I do not think it means what you think it means.
Frozen Tex on March 13, 2008 at 10:24 AM
Wove… Twue wove…
Frozen Tex on March 13, 2008 at 10:25 AM
I used to think the same way until I had kids, it’s not that you’re afraid of your kid not having a rewarding life. It’s the thought of the f-word actually coming out of your little darlings mouth (in front of others, esp. the grandparents) that makes one cringe.
4shoes on March 13, 2008 at 10:27 AM
“Good night, sleep well… I’ll probably kill you tomorrow!”
Frozen Tex on March 13, 2008 at 10:30 AM
Every time someone uses a profanity publicly, it loses a bit of its power. When the f-word goes mainstream (which I reckon is imminent), we’re going to have to make up a bunch of new words if we want to have any cursing left at all.
I don’t know how we’re going to manage it. There are only so many body parts, excreta, sexual acts and sacred beings. I think we’ve covered them all already.
Talk about yer singularity.
S. Weasel on March 13, 2008 at 10:32 AM
Incon-th-eivable!
Cussing is a gateway sin!
No, but seriously, cussing is a way to test boundaries. If parents don’t draw the line then violence and sex are next in line.
urbancenturion on March 13, 2008 at 10:37 AM
“Give us the gate key.”
“I have no gate key.”
“Fezzik, tear his arms off.”
“Oh, you mean *this* gate key!”
DakRoland on March 13, 2008 at 10:38 AM
Hello. My name is Inigo Montoya. You killed my father. Prepare to die.
Sugar Land on March 13, 2008 at 10:39 AM
“Liar, Liiiiaaaarrrr!”
“Shut up you witch”
“I’m not a witch, I’m your wife”
ncc770 on March 13, 2008 at 10:40 AM
Foul language reflects badly on the person using it whether you wish to believe it or not. When I hear some filthy mouthed 14 year old in public I don’t think ” Wow, he’s cool”. I think “What an idiot. His parents never taught him what is acceptable behavior in public.” If that kid came to me interviewing for a job I would laugh in his face and show him the door. Using dirty language in public simply demonstrates to everyone around you that you are ignorant.
Sefton on March 13, 2008 at 10:41 AM
I don’t care. I don’t usually cuss when I’m with a more puritan crowd anyway, but if I’m with my friends who don’t care about cussing I’ll say whatever I want.
Actually cussing usually comes in the form of an adjective, and when nouns are used chances are it’s in the context of a rant rather than “thoughtful discussion”, and rants have their place.
Most cussing doesn’t, actually (at least not the type most people, myself including, use). And what’s wrong with belittling hell?
Darth Executor on March 13, 2008 at 10:42 AM
I know that cursing is lazy conversation, but I have to say, the last Die Hard movie that came out was rated PG-13, with the F word cut out to keep it from being a rated R film, and I did miss my “Yippeekieyay, M…F….r”.
Kevin71 on March 13, 2008 at 10:43 AM
light at the end of the tunnel.
shooter on March 13, 2008 at 10:43 AM
“You fell victim to one of the classic blunders! The most famous is never get involved in a land war in Asia, but only slightly less well-known is this: never go in against a Sicilian when death is on the line!”
ncc770 on March 13, 2008 at 10:44 AM
And of course:
“As you wish”
ncc770 on March 13, 2008 at 10:44 AM
I dunno about that, “Buddhadamnit” or “You pancreas!” aren’t very popular around here, although I’m trying to bring “thank darwin” into the mainstream, if only to piss off atheists.
Darth Executor on March 13, 2008 at 10:45 AM
This is better than the actual thread subject.
“And as they reached for each other…” *closes book*
OneGyT on March 13, 2008 at 10:49 AM
” You ARE the brute squad”
“To the pain”
Wyrd on March 13, 2008 at 10:58 AM
The cause and effect here is backwards. Movies with less profanity don’t make more money because they have less profanity. It’s just that movies that don’t rely on profanity for humor or shock value tend to be better written in the first place, and thus a better movie, and thus, more money.
mpbk on March 13, 2008 at 10:59 AM
Dread Pirate Roberts!
the six-fingered man!
to the pain!
Mawwaige!
urbancenturion on March 13, 2008 at 11:08 AM
Hollywood is like the Democrats (guess why?) – they both know better than you what’s best for you and your money.
TooTall on March 13, 2008 at 11:10 AM
I’m another one that doesn’t like the Princess Bride – I can’t watch the hero (his mustache hurts my eyes). I’ll admit, though, there is a veritable treasure trove of great quotes from that movie.
I curse like a stereotypical sailor, in multiple languages. I have always maintained that a word only has meaning if you give it one. Do I cuss around my kids? Yes and no. We use frak more than f-k, because we’re geeks like that, but we have been known to drop other ‘bad’ words in their presence. Only once has it been repeated, and it was actually quite funny (daughter saw hubby drop a full gallon of tea, and went ‘damn’ at the same time he did).
I did change one other thing, though, when it comes to offensive words – I use ‘chort’ now, instead of ‘God,’ partially because I got sick of people asking me not to take their lord’s name in vain, and partially because it got stuck in my head via my Russian teachers.
the goddess anna on March 13, 2008 at 11:12 AM
Language is infused with meaning, is about meaning, and creates meaning. It can illuminate or deceive; it can help us connect, or drive us apart. Failure to own the impact of one’s language choices does not mean there is no impact.
DrMagnolias, Ph.D. in Communication
DrMagnolias on March 13, 2008 at 11:24 AM
See what Darth Executor hath wrought? Bet he’s sorry HE mentioned that movie. I’m glad he did, though, cause I love hearing all those great lines again!
My favorite true Princess Bride story: a little seven year old boy watched it with his family and found it hilarious like they did; they watched it once only.
A couple weeks later they were talking about something else and his mom asked him what he wanted to be when he grew up. Without missing a beat he looked at her very seriously and said, “Poor and perfect.” Being a devout Catholic she was both amused and pleased.
inviolet on March 13, 2008 at 11:38 AM
Some of my favorite movies are profanity laced (The Big Lebowski, Clerks, that sort), but I wouldn’t let my kids watch them till they were teenagers.
Techie on March 13, 2008 at 11:45 AM
Ai Ya! Are you kidding? Worst. Movie. Ever. IMHO No disrespect intended.
p40tiger on March 13, 2008 at 11:55 AM
I understand that linguistically, yes, every word has a meaning. I would have been a horrible linguist if that weren’t the case. I’m talking more along the ‘sticks and stones may break my bones, but words will never hurt me’ type of thing. If someone calls be a b-tch, I’m not insulted because I don’t give the word the power to offend me. I ignore its meaning, and it loses its sting.
Where’d you go to school, btw? Just curious.
the goddess anna on March 13, 2008 at 11:57 AM
Keep it up! I feel the same way about Bratz. I have a 7-yo who asked for these once or twice a few years ago. I explained to her exactly why I did not like them. Shortly after that, she stopped asking for them. The biggest problem now is when someone gives her one for a birthday present. She politely says “thank you” and sets it aside — knowing it’s going to be traded in for something else. She agrees that they are inappropriate, so that makes me proud!
Lan Astaslem on March 13, 2008 at 12:06 PM
That’s a hopeful finding. I quit going to movies for a lot of reasons, but mainly their politics, the f-bombs that substitute for dialog, and non-existent story telling. Used to hate the TV versions that were cleaned up (they always go overboard the other way), but I’ve seen films that were half way watchable without effin’ this effin’ that in every sentence. When Hollywood learns to read market cues and move away from its adolescent narcissism, they’ll get the audience back.
Feedie on March 13, 2008 at 12:08 PM
What’s a “movie”?
landlines on March 13, 2008 at 12:19 PM
After participating here at HA for more than a year, I think that the most appropos quote from The Princess Bride is this one:
“It’s too late — we’ve already reached the cliffs of insanity.”
CyberCipher on March 13, 2008 at 12:26 PM
This might be slightly off topic… but there should be a “weirdness” rating as well. My kids watched Barnyard the other day on HBO. A cartoon about barnyard animals. My 4 year old comes into the room crying because she was fighting with her sisters (9 & 7) because she said the main character was a Girl cow. Her sisters of course said, no it is a boy cow. Four year old says with righteous indignation, there are udders on the cow so it is a girl!
What kind of freak puts udders on a male cow? She was disturbed. She decided she wanted to watch Jurassic Park instead. She understands dinosaurs eating people, her world was right again ;)
demurejen on March 13, 2008 at 12:29 PM
On a related note, if you want to insult someone, there’s no need to use bad language. Try using this little gem of a website: Shakesperean insult kit.
Loads of fun, and for the most part, clean.
mram on March 13, 2008 at 12:30 PM
BTW, you don’t need to use profanity in order to offend people.
My collie says:
A lot.
CyberCipher on March 13, 2008 at 12:31 PM
Ok, I’m going to assume we’re in the minority here, but my husband and I think that some of the most clever and enjoyable movies that have come out in recent years are from Pixar and Dreamworks. We enjoyed them before we had kids, and now our kids like them too.
If you haven’t seen any try: The Incredibles, Monster’s Inc, Over the Hedge, or Cars.
firefoxy on March 13, 2008 at 12:40 PM
Uh, sorry… It’s those moving picture stories they used to put on a big bright screen when there were talented writers, directors, and real actors. On television, today’s crop are perverted hacks with “actors” fished out of modelling schools. They teach the poor things to read and the set is acting school. I blame corporatism for some of this; the likes of your typical cable channel thinks that’s good for the battum lannn.
InconCEIVable that a movie could have that many memorable lines.
Feedie on March 13, 2008 at 12:44 PM
Cats bother millions of people with asthma. Give ‘em up! Cigarettes bother millions of people with sensitive nostrils. Give ‘em up! And, of course, criticizing Islam bothers millions of people.
Isn’t your argument the same one we hear every time some Dutch filmmaker goes to release a movie–that freedom of speech does not trump freedom to live insularly in the iron age?
hicsuget on March 13, 2008 at 12:48 PM
Profanity is to language as the lottery is to maths.
Scribbler on March 13, 2008 at 12:53 PM
Wow – that’s a good one!
“The lottery is a tax on people who are bad at math.”
=
“[Habitual] profanity is a demonstration that people are bad at (deficient in) vocabulary.”
inviolet on March 13, 2008 at 1:02 PM
firefoxy,
Pixar is indeed a great studio. I’d add Finding Nemo to your list. DreamWorks I’m not so enthusiastic about. Shrek was funny and imaginative but they also released a lot of dead wood and had to be bought up by Paramount because they were going bankrupt.
aengus on March 13, 2008 at 1:12 PM
Neither hubby nor I use profanity…generally, so I really notice it in the movies. I notice I tend to enjoy movies with less profanity. Saw Vantage Point recently and noted that it was very light in the profanity sense and that is probably one of the reasons I enjoyed it.
ihasurnominashun on March 13, 2008 at 1:13 PM
t minus one day till “horton hears a who” comes out…any takers on a pool re “alternative lifestyle whos”? also, anyone notice that the previews aren’t showing the famous Seuss line on TV: “I meant what I said and I said what I meant an elephant’s faithful ONE HUNDRED PERCENT.”……..any takers on a pool that they jacked that line?????????
ocbrat on March 13, 2008 at 1:17 PM
I hate to rain on the parade, but I don’t think the data supports the conclusion. It shows a correlation, but not causation.
In other words, parents take kids to movies portraying a story that is appropriate for younger children. Those stories don’t lend themselves to the use of profanity the way stories geared for older kids and adults might.
The amount of cussing in the movie is simply a side effect of the type of story being told, its not the root cause of parents choosing one movie over another.
But if Hollywood thinks that’s a good incentive to use fewer swear words, I have no problem with it.
taznar on March 13, 2008 at 1:17 PM
Now can we do something about all the sex-drenched promos running during early-evening TV shows? I have a 10-year-old and I am very much in control of the movies she sees, but it is a lot harder to monitor the commercials during the TV shows.
rockmom on March 13, 2008 at 1:19 PM
Every day use of profanity makes you sound like an ignorant clod. If you don’t mind sounding that way then cuss away. Now if you are brave enough to use it, say, as a verbal attack then go ahead fuck face.
easy on March 13, 2008 at 1:34 PM
easy on March 13, 2008 at 1:34 PM
There, I fixed it for you.
Scribbler on March 13, 2008 at 1:52 PM
That’s pretty philosophical, but let me put it this way. You ever heard of Aristotle? Socrates? Morons.
I take it when you were our age television was called books.
OneGyT on March 13, 2008 at 2:52 PM
Nicely done — weaving together the two ongoing themes of this thread; profanity and The Princess Bride.
ncc770 on March 13, 2008 at 3:00 PM
Every morning in unison from my kids as I walk out the door.
“I don’t think they exist.” Absolutely perfect delivery there, too.
DrSteve on March 13, 2008 at 3:19 PM
I did that on purpose. I don’t have to miss.
(Best match I could think of :-p)
OneGyT on March 13, 2008 at 3:41 PM
Quite good. I think you’re very clever. This could be the beginning of a beautiful friendship.
No No No Let’s not start down that road!
ncc770 on March 13, 2008 at 4:15 PM
Possible – Pig
you warthog faced buffoon
Corsair on March 13, 2008 at 5:29 PM
Went to matinee showing of “Beverly Hills Cop” when it first
came out; theatre was loaded with kids(teens) who were laughing every 5 seconds. I couldn’t figure out what was so funny, then I realized they were laughing every time Murphy’s character said the “f” word or a variation thereof.
nothus on March 13, 2008 at 7:55 PM
I’m not saying that just because it’s offensive it has to be stopped. It’s because profanity is offensive and does absolutely no good. And profanity makes people forget that Hell is a place, and that God is the wonderful, righteous, loving Lord of all, and that Jesus died for sins like profanity.
jgapinoy on March 13, 2008 at 10:14 PM
“No more rhymes now, I mean it!”
“Anybody want a peanut?”
jgapinoy on March 13, 2008 at 10:15 PM
“Well spoken, sir.”
Am not being sarcastic. You’ve made this point before in these threads and it’s absolutely true – thanks for reminding us.
Also, there is a matching Princess Bride line for every possible situation in life. The converse is also true: every line in the film can be lifted and applied somewhere in daily situations. Can’t think of any other film of which this is true.
This IMO is what partly explains the film’s huge popularity. Also, it’s just one hilarious, clean, engaging flick.
inviolet on March 13, 2008 at 11:04 PM
Nice. So, profanity is language for people who have no vocabulary.
I suspect the reason profanity makes so much difference in how much money a film makes is because profanity really adds nothing to a film. As one famous Hollywood mogul once said (Mayer?), it’s better to sell four tickets than two. That is, a family film will get parents and children buying tickets, so a film not suitable for children will automatically sell fewer tickets.
theregoestheneighborhood on March 14, 2008 at 12:44 AM
Dad and I went to the A&W early one evening to… well I reckon it was to buy root beer, but I don’t remember. There were a bunch of teens there, filling more than half of the place, having a nice time. I remarked that the owner must love business like that. Dad (who as it turned out, knew a thing or two– much to my adolescent surprise!) said that the owner sure wasn’t going to turn down all their business, but would far rather half the place half full of families than teenagers. Families you see, buy meals, while the teens buy snacks. Teens made the place look busy, but families make the place money.
Just so, profane entertainments will attract individuals and couples, but more wholesome fare (well written and performed, and all that– Stardust comes to mind as one such film not so long ago) attracts parties of four or six or more at a crack.
Scribbler on March 14, 2008 at 1:48 AM