TWC has indeed proclaimed that this movie is unlike any other movie, that it has a purpose to educate the populace and in particular, teenagers. With an 'R' rating, the company reasons that young people may not be able to view it, and that schools will be prohibited from showing it at schools.
TWC should just leave the movie as it is and stop whining about the rating system. Yes it is an 'unfair' system to this and many other films, but in the end all you are doing is just exposing yourself to more scrutiny, which I am pleased to explore. The company's persistence to change the rules for this particular movie is quite laughable since again, schools can and still show movies that are rated R. With a lower rating the company can in theory have a wider audience at the movie theaters, and one can only think that maybe this is their true motivation. Its not just that they want kids to see this film and deal with the serious issue of bullying, but its rather a ploy to sell more tickets. I have nothing against making money out of movies since profiteering can sometimes encourage more competitive talent (again sometimes). If TWC really was serious about this movie's PR intentions of addressing the bullying pandemic, then why not release it straight to DVD and offer free copies to all? If it is that unique and that important, simply make sure everybody sees it, rating or not, with or without profit, since stopping kids from committing suicide should have a higher priority than a movie's potential gross revenue.
Or better yet: why not put it straight to youtube and allow people to download the movie and make copies and spread the so-called important message of your film? Of course they won't do that. Because that is not their motive, their motive is cash in the registers of your local movie theater, and don't forget the popcorn too! Get that ATM card ready.
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