Why Are Superhero Movies Marketed to Children If They're Rated PG-13？

David Mullich's insights pinpoint the crux of the matter. Even though superhero movies are rated PG-13, it doesn't prevent younger children from accessing them. The PG-13 rating, defined as 'parents are strongly cautioned due to some material that may be inappropriate for children under 13,' accurately describes the nature of these films. Despite the high threshhold, younger children find their way into these films. This is due to the direct ties to beloved comic books, which have long been part of children's entertainment. Therefore, studios naturally target children in their marketing strategies.

Marketing Campaigns Hint at General Audiences

I have yet to encounter a marketing campaign specifically targeting children under 13 for PG-13 superhero movies. All the campaigns I have observed are aimed at a general audience. While there are plenty of superhero-themed consumer products— toys, clothes, cereal—that appeal to younger kids, it remains the responsibility of parents to decide if their children are mature enough to see the films.

The Discrepancy Between Rating and Audience

This brings us to the heart of the question: Why is there a discrepancy between the PG-13 rating and the target demographic? Perhaps the most compelling answer lies in the enduring popularity of comic books among children. Superhero films, with their origins in comic books, provide a familiar and engaging format for kids. This familiarity makes it easier for parents to allow their children to watch these films, despite the PG-13 rating.

The Role of Product Placement and Licensing

Superhero-themed products such as toys, clothing, and food cereals are heavily marketed to younger children. These products often feature characters and themes from popular superhero movies. The tie-in between the movies and these products creates a seamless experience for children who can feel empowered to make requests for these items. Moreover, the marketing of these products reinforces the idea that superhero movies are a part of a wider universe that children can engage with in multiple ways.

Parental Discretion and Responsibility

Ultimately, it is the parents who must exercise discretion when it comes to allowing their children to watch PG-13 superhero movies. While marketing campaigns are designed to appeal to a broad audience, the final decision about whether a child is mature enough to view these films rests with the parents. This rationale is supported by the fact that these campaigns are not specifically aimed at children under 13.

It is worth noting that most online reviews and discussions online are not specifically geared toward parents making decisions, but rather toward the general audience including teenagers and young adults. This shift in focus can make the films seem more accessible to children, even if they are officially rated PG-13.

Conclusion

In conclusion, while superhero movies are rated PG-13, they are marketed to a diverse audience, including children. The connection to popular comic books and the extensive product placement in the form of themed toys, clothes, and cereals make superhero films an integral part of children's entertainment. However, the ultimate decision on whether children should watch these films remains with the parents, who must consider the ratings and their children's maturity levels.

Keywords

PG-13, Superhero Movies, Marketing Strategy