GagWatch

Following the furore over the advertising campaign for Roland Joffé’s Captivity, the MPAA has taken the unprecedented step of suspending (via) the ratings process for the film. They are also demanding that the film’s distributor, After dark, clear all further promotional materials as well locations and venues of any advertising.

MPAA has never before required a film company to clear locations and venues of ad buys, and the 30-day suspension of the ratings process casts doubt over whether “Captivity” will receive a rating before its planned May 18 release.

The earliest the MPAA will even allow After Dark to resubmit the film is the first week in May, after which it would be put into a queue. After Dark can release the film unrated, but if they do so its prospect of being shown in cinemas is effectively removed.

Co-distributor of the film, Lions Gate - who weren’t involved with the marketing campaign seem to feel that their priority lies with staying on the right side of the MPAA. According to a Lions Gate spokesman: “If the violations by After Dark were as flagrant as alleged, then the MPAA’s response is appropriate. However, we believe that the MPAA will rate the film itself on its own merits.”

Somehow, I wouldn’t bet on it.

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