In addition, the lingering association between NC-17 and X-rated fare can take a toll at the box office. Films labeled as NC-17 sell as many as 25% fewer tickets, studio executives said. The highest-grossing NC-17 film was "Showgirls," a 1995 film that brought in $20.4 million.
It is difficult to conceive on what basis anyone can make such a comparison. There will need to be more than a dozen or so NC-17 rated films before there is enough data to make a such an assertion. If one can make an assertion, the available evidence points in the opposite direction:
NC-17 rated films take in, on average, $2.1 million more than unrated films - the preferred form for releasing films that might otherwise be rated NC-17. In other words, one might make the reckless assertion that the stigmatic NC-17 increases box office take by more than 100 percent.Read the rest of this entry »Tags: Marketing, NATO, Ratings