“The movie industry would no longer "approve or disapprove" the content of a film, but we would now see our primary task as giving advance cautionary warnings to parents so that parents could make the decision about the movie-going of their young children.”

— Jack Valenti

The Voluntary Movie Rating System (2004)
Context: I knew that the mix of new social currents, the irresistible force of creators determined to make "their" films and the possible intrusion of government into the movie arena demanded my immediate action.... My first move was to abolish the old and decaying Hays Production Code. I did that immediately. Then on November 1, 1968, we announced the birth of the new voluntary film rating system of the motion picture industry... the emergence of the voluntary rating system filled the vacuum provided by my dismantling of the Hays Production Code. The movie industry would no longer "approve or disapprove" the content of a film, but we would now see our primary task as giving advance cautionary warnings to parents so that parents could make the decision about the movie-going of their young children.

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Jack Valenti 35

President of the MPAA 1921–2007

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