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Lucasfilm Changed Media Plan for ROTS

Posted By Joshua on August 8, 2005

We found an article that sounded interesting on Broadcasting Cable. It talks about how Lucasfilm agreed to change its media plan for Star Wars: Revenge of the Sith, keeping ads for the movie out of TV shows whose primary audience is age 2-11. The Children's Advertising Review Unit (CARU) of the Better Business Bureau was involved at one point and it sounds like a wise decision was made to make sure a movie that restricted the audience should have commercials that follow the same ideal.

This press release was issued last month:

The Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus, the children's advertising industry's self-regulatory forum, is pleased to announce that in response to CARU’s concerns, Lucasfilm, Inc. has committed that future advertising for films rated PG-13 will not run during programming that CARU considers to be child-targeted.

A television commercial for the film Star Wars Episode III, Revenge of the Sith, rated PG-13 by the Motion Picture Association of America (MPAA), came to CARU’s attention through its routine monitoring. The referenced advertisement was shown during Cartoon Network programs “Ed, Ed and Eddy, “The Grim Adventures of Billy and Mandy” and “Teen Titans” which all, according to Nielsen ratings, have audiences composed of over 50% children ages 2-11

The MPAA ratings provide guidance for responsible parents who want to make informed choices regarding their children’s viewing habits. CARU found that the placement of the referenced advertisement during children’s time was in violation of its Self-Regulatory Guidelines for Children’s Advertising which provide, “Products and content inappropriate for use by children should not be advertised or promoted directly to children”.The advertiser stated, “While Lucasfilm disagrees with CARU's findings, it respects the self regulatory process and will follow CARU's suggestions in media plans for the theatrical release of Star Wars Episode III- Revenge of the Sith.”CARU's inquiry was conducted under NAD/NARB/CARU Procedures for Voluntary Self-Regulation of National Advertising.

Details of the inquiry, CARU's decision and the advertiser's response will be included in the next NAD/CARU Case Report. Members of the press who wish to see a copy of the decision should email lbean@narc.bbb.org


Visit CARU online if you would like more information.






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