MARVEL REVISES, RENAMES RATINGS SYSTEM

[MattBrady]

According to Diamond, Marvel Comics will change its in-house content rating system for all of its comic books and trade paperbacks, effective with books scheduled to ship on August 6. The new system replaces/revises Marvel’s current ratings system, which was adopted in September of 2001 after the publisher left the Comics Code Authority in May of that year.

Rather than submit to the CCA ratings, Marvel's rating of content would be done in house by editorial staff. Under the old system, no rating meant “all ages,” while PG and PG+ meant general readers, and older readers, respectively. The new ratings system does away with the MPAA-mirroring “PG” and “PG+” in exchange for “Marvel PSR.”

The new ratings for Marvel books are:

NEW RATING: All Ages
AUDIENCE: 8+ years old
CONTENT: These titles, which will carry no cover label, are appropriate for readers of all ages.

NEW RATING: Marvel PSR ("Parental Supervision Recommended")
AUDIENCE: 12+ years old
CONTENT: Appropriate for most readers, but parents may want to read before or with younger children.

NEW RATING: Marvel PSR+
AUDIENCE: 15+ years old
CONTENT: Similar to Marvel PG, but featuring more mature themes and/or more graphic imagery. Recommended for teen and adult readers.

NEW RATING: Parental Advisory/Explicit Content
AUDIENCE: 18+ years old
CONTENT: May contain content similar to an R-rated movie (harsh language, graphic violence, mature themes, nudity). Most will fall under the MAX Comics banner, while some may include Epic titles, and all will be designed to appear distinct from mainstream Marvel titles with prominent "Parental Advisory/Explicit Content" labeling. They will not be sold on newsstands, nor targeted at younger readers.

According to Diamond, the change will take place immediately, and will be reflected in August-shipping books, as well as those already solicited for a September release. Books solicited for October and beyond will include the new ratings system in their solicitation information. Ongoing series under the old ratings system will presumably continue apace, with the new ratings replacing the old.

“PG” is a registered trademark of the Motion Picture Association of America. When asked if this was behind the change of the ratings system, Marvel had no comment.

[fournwah]

To me this is much ado over nothing. I've been into dozens of different shops over the years and never once have I seen a parent deny a kid a comic based on a ratings system or the old CCA symbol. I would have to say 99.9% of all parents assume that all comics, particularly Marvel and DC are appropriate for kids of all ages. One shop I used to go to, did bag and board all MAX books before selling them, which I thought was appropriate. The only purpose I see of the rating system is for the retailer to determine if they should sell a book to a certain age group. Obviously, you don't want a 9 yr old reading Alias #1.

[gOgIver]

Does this mean that monthly titles like Alias & Supreme Power will be available by subscription now?

[Graeme McMillan]

Originally posted by MattBrady
“PG” is a registered trademark of the Motion Picture Association of America. When asked if this was behind the change of the ratings system, Marvel had no comment.

Yeah, I just bet they didn't.

Heh.

[Sean Walsh]

It's good to know that Marvel continues to be on the cutting edge of things that don't affect our collecting habits whatsoever...

Sean

[Franklin Harris]

When Marvel first adopted the MPAA-style system, I asked if anyone at Marvel realized that the MPAA's ratings are trademarked and if Marvel had permission to use them. I never got a satisfactory answer. Until now.

Oops.

[TheWriteJerry]

Once again, the early comments here on Newsarama are meant to try to belittle Marvel, show them as being in the wrong, or make fun of something they are doing.

MARVEL LISTEN TO A NEW SOUND HERE:

Clap Clap Clap Clap Clap Clap Clap

I applaud you for the ratings as you did them before and I applaud you even more for the changes you have made.

For too long, the MPAA has made a mockery of how they rate movies. For one nipple, a movie that may be filled with themes that will positively affect teens will get an R-rating, while a PG-13 film, like The Ring (to name only one of many), filled with terrifying imagery, disturbing gore or violence are slipping by and shown to our youth.

Yeah, you can chime in now with 2 important points:

1) Parents should take better control of what their kids watch

2) Theater owners don't enforce the ratings anyway, but maybe they should


And I'll tell you something -- I agree with both of those points.

But it is heartening to see a publisher take the lead responsibility in giving parents, retailers and consumers the initial information from which to begin making informed decisions.

So, as a reader, a writer and a parent I say "Thank you, Marvel!"


Jerry A. Novick

[Chris Hunter]

Originally posted by Graeme McMillan
Yeah, I just bet they didn't.

Heh.

No, really, they didn't.

[musclebound]

"yawn"

[die_yng]

Well here's another one for the media.
It's like: come on let's do something totally useless!! Maybe someone will write abotu this and we'll get some press!!
"Yeah! And maybe we could change the numbering on some of or books for the umptenth time! Maybe some fools will buy a Nr. 500 of FF!!°

Oh man, I really hate Marvel Policy these days!

[Grendel Prime]

“PG” is a registered trademark of the Motion Picture Association of America. When asked if this was behind the change of the ratings system, Marvel had no comment.

Well... duh!

I mean, what are they supposed to say? They goofed. Everyone knows they goofed. They fixed it. Give 'em a break.

I still love buying comics with the huge @$$ "explicit content" logo. I wish Marvel would put that on a t-shirt right under the Marvel logo. I'd so buy that.

[Prozac Man]

Question?
If five issues of a six issue run are rated “All Ages” yet one of the books is rated “PSR”, what rating will the graphic novel/trade paperback get?

[QCCBob]

This is actual a good move on their part. Since apparently no one at Marvel knew what the ratings meant in the first place, but everyone else in the world had the idea of what they should mean, it's much better that now it's meaningless alphabet soup to everyone. Remember, boys and girls, no rating meant general audiences except that no one relayed that message to Millar and Hitch...

Also, avoiding litigation from the MPAA is a positive, but the best part will be me not having to try to explain that there isn't anything objectionable about FF or Amazing while getting accusatory looks from responsible parents who want to know why it's rated PG. It's really frustrating that the truth, which is that the guys that run Marvel are idiots about the whole ratings thing, isn't an acceptable explanation.

[StatelyWayneManor]

I'm with TheWriteJerry on this one.

As a parent of a kid who is just getting interested in what his dad is reading, I recognize I may be soon faced with a lot of on-the-fly decision-making in my comic shop with my son at my side. While I may decide *not* to deny my son a peak at some "Marvel: After Hours" title, I want all the help I can get determining which titles will expose him to increasing intensity of violence and sexuality. Just so I know and can prep him properly. You know: parenting.

It's funny: Even though most comics these days are written and drawn for adults, most people in this world assume they are just for kids. That's a formula for disaster as well-meaning parents, riding the popularity of the Marvel Movie du jour, waltz into a comic shop with their kids, only to find themselves utterly unprepared for how this medium has grown up. Eyes so rudely opened, these same parents may storm out and vow to ban comics "as long as you're living under my roof, mister." And that means further setbacks for comics as a healthy, vibrant, self-sustaining medium.

So anything a publisher can do to help buyers--and foster reading among younger children--is good for this industry as a whole.

[gOgIver]

Hey Prozac Man. I asked my question first.
Subs+ Max? Sounds like a... nah it doesn't.

[Prozac Man]

Do you mean directly from marvel, or from a retailer?

Pulls string on talking Prozac “Math is Hard”

[wishlish]

If Marvel violated the PG copyright (and that's a mighty big if, and we don't know that for sure), wouldn't it be rather curious that the MPAA wouldn't simply come up with some sort of licensing agreement with Marvel, rather than have Marvel come up with some sort of new rating system?

Think about it:
1. Marvel's making a ton of (at lecent decent box-office) good movies. Good movies is good for the whole industry, and good for the MPAA. Why antagonize one of the big idea houses for good movies over a little copyright issue that could be resolved easily?
2. By putting the MPAA ratings on comics, the MPAA standards are extended to a whole new medium. Isn't this desirable for the MPAA? They'd control the rating standards for two artistic mediums. Who knows- maybe you could get another major publisher (DC, CrossGen) to follow through the year after.
3. A media outlet could now spin a story that the MPAA foiled Marvel's attempt to provide data to parents, and since parents are more familiar with the G-PG-R standard that Marvel's new standard, someone might argue that the MPAA is hurting the ability for parents to monitor their kids' content.

Granted, none of this gets around the MPAA's need to defend their copyright on PG. But there are compelling reasons for the MPAA to work with Marvel, and I'm curious why that didn't happen, IF (and again, it's speculation) Marvel violated the copyright.

[Franklin Harris]

Originally posted by QCCBob
Remember, boys and girls, no rating meant general audiences except that no one relayed that message to Millar and Hitch...

You see, it's funny 'cause it's true.

[Daniel Harvey]

Originally posted by Prozac Man
Question?
If five issues of a six issue run are rated “All Ages” yet one of the books is rated “PSR”, what rating will the graphic novel/trade paperback get?

Interesting question. They'd have to default to the more prohibitive rating I would think. Does this ever really happen though?

[Christian Otte]

Well, since Marvel would get in trouble with their previous rating system, then it's fine with me that they make a new one. But honestly, their previous system never affected which books I picked up, and neither will the new one... but applaus to Marvel for giving a guide line to parents!

[Jeff from Texas]

Originally posted by wishlish
Granted, none of this gets around the MPAA's need to defend their copyright on PG. But there are compelling reasons for the MPAA to work with Marvel, and I'm curious why that didn't happen, IF (and again, it's speculation) Marvel violated the copyright.

The MPAA isn't the studios themselves, just a ratings body that oversees all movies. Outside of the pure political nature of the industry the MPAA doesn't care where the stories come from for the differing studios. They have no reason to "make a deal" with Marvel on the ratings system.

Personally I think that they would do better with a more straight forward system that labled something like: Children's, Youth, Teen and Mature. Not the alphabet soup that seems so prevailant with ratings.

Just my opinion, not that it will make a difference.

jeff

[TVerBeek]

Originally posted by wishlish
If Marvel violated the PG copyright (and that's a mighty big if, and we don't know that for sure),

1) It's trademark, not copyright. They're like cats and dogs: both mammals, but don't go calling a beagle a "cat". The rules applying to them are very different, and using the terms incorrectly just confuses things.
2) Yes we do. If "PG" is a trademark of the MPAA, then they're inevitably going to tell Marvel to cut it out. That's how trademark law works.

wouldn't it be rather curious that the MPAA wouldn't simply come up with some sort of licensing agreement with Marvel, rather than have Marvel come up with some sort of new rating system?

If the MPAA merely licenced the "PG" trademark to Marvel, then they'd get the blame when (not if) Marvel applied the label to something they would've rated differently. And if they actually took over the task of rating the comics, they'd have to start charging Marvel money for it (like they do with movie studios), and cost was part of why Marvel pulled out of the CCA. Even if the MPAA offered, it'd cost Marvel money, and Marvel has no interest in spending money on something they can get their editors to do free of charge.

[xdemon]

Originally posted by wishlish
2. By putting the MPAA ratings on comics, the MPAA standards are extended to a whole new medium. Isn't this desirable for the MPAA? They'd control the rating standards for two artistic mediums. Who knows- maybe you could get another major publisher (DC, CrossGen) to follow through the year after.

The MPAA may feel then it can come in and rate the comic book content according to their standards, not by Marvel guidelines. This would defeat the whole point of breaking away from the Comics Code Authority.

I am surprised though that it was Diamond making this announcement and not Marvel. You would think that they would be shouting this from the rooftops in a bid for attention. Who knows, this may have gotten closer to court date than any of us realize. It will be interesting to see what more turns up on this.

[AllAboutMe]

How come DC doesn't have the big hulabaloo with ratings? Their Vertigo tag line does just fine. Marvel just loves making a mess while trying to look like the responsible folks.

[Frans Blix]

Well intentioned, of course.

But ... just how do you determine that a book is suitable for a 15-year-old but not a 14-year-old, as is the divide in this rating system? Or a 12-year-old vs. an 11-year-old as well? I just can't see how consistent this thing will be, with areas as grey as the Rhino.