A new study by The Nielsen Co. found that the PG-rated movies with the least profanity made the most money at the U.S. box office.
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.
