Chinese theater company to rate films for first time

Rating systems for movies have existed in countries like the United States and Japan for years. Chinese film audiences, however, have often been left in the dark when it comes to film content, with some parents forced to leave movies early when their children become frightened by violent adult content.

On Monday, the Beijing-based Bonastar theater company, which is part of the Bona Film Group, announced on Sina Weibo, a popular Chinese microblogging site, that it would be the first Chinese theater company to introduce a film rating system.

"The Bona theaters' rating system is coming soon. Scenes featuring sexual and violent content have been appearing in more movies, and are not appropriate for children. Theaters should be responsible for their audiences," the statement said.

It said Bonastar will refer to Hong Kong in forming its rating system and will "strive to make it simple and effective."

Directors and other film industry professionals have expressed support for the move.

"Clothing comes in both adult and children's styles, shouldn't film be the same way?" said director Li Yang in a Tuesday report by the Beijing Daily newspaper.

Zhang Chaoqia, who works in a investment management company based in south China's city of Guangzhou, said creating a clear rating system will allow audiences to make proper choices and create a healthy environment for children.

Bonastar's online statement was deleted several hours after being posted. Guo Xiaoping, head of the company's market research center, said the statement was deleted to avoid arousing controversy, as "many people misinterpreted our real intention when posting the statement."

"The film ratings will only be used in Bonastar theaters and are directed at films that have already been approved by public administrators," Guo said.

He said the rating system will be implemented by the end of February or earlier.

Chinese movies have triggered controversy in recent years for edgy scenes and performances, such as a bedroom scene in well-known director Zhang Yimou's latest hit, "The Flowers of War."

Although loosened restrictions for Chinese films will ultimately promote the industry's development and benefit audiences, there are still scenes in certain films that are not suitable for all viewers, said Bonastar marketing manager Jin Bo.

"Therefore, we want to work out a system within our own theaters to categorize and rate different movies, so as to provide helpful viewing suggestions," said Jin

Jin stressed that the move is aimed at bettering the service of Bonastar theaters, not at formulating a new occupational standard.

In the Beijing Daily's report, Zhang Huailin, marketing manager of Wanhe Theatre under the Poly Film Investment Company, said Bonastar's move demonstrates social responsibility on the part of the Chinese film industry, adding that relevant suggestions will also be given to audiences in Wanhe's theaters.

Zhang said he believes the rating system will not slash Bonastar's earnings.

"After all, there are a large number of films being screened on the mainland. Theaters can suggest other films that may be more suitable for certain audiences," Zhang said.