Cinema website guidance campaign unveiled

Minister for Justice Michael McDowell yesterday introduced a cinema and media campaign by the film censor, John Kelleher, to …

Minister for Justice Michael McDowell yesterday introduced a cinema and media campaign by the film censor, John Kelleher, to inform the public about the present film certificates, classification guidelines and a website providing information and consumer advice for parents.

The campaign is timed to coincide with the busiest season of the year for Irish cinemas with the recent or imminent release of such blockbusters as Harry Potter and The Goblet of Fire, The Chronicles of Narnia, King Kong and The Producers.

Mr Kelleher described the campaign as "another development in the continuing process of modernising the office of the film censor".

It involves distributing one million wallet-sized booklets, titled Your Pocket Guide to Film Classification, which explains the certificates and includes typical examples for each classification. The existing censorship certificate, displayed in cinemas before each film, will be replaced by a new animated certificate that draws attention to the website.

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Specially designed posters and stickers, which describe the certificates and highlight the website, will be displayed in all cinema foyers. An assistant censor, Dani McClafferty, has been appointed as cinemas liaison officer.

Mr Kelleher said: "The primary aim of the awareness campaign is to attract the public and parents in particular to visit our website. This office encourages and promotes parental responsibility, recognising that it is parents who know their own children best. A key function of the website is to facilitate parents by providing them with specific consumer advice about individual films, as well as general information about our classification policies."

The censor's office, a statutory agency since 1923, is responsible for examining and certifying all films and video/DVDs distributed in the State. Last year the office classified 610 cinema films, and 7,500 videos and DVDs.

The current film classifications are: G (for General), indicating a film suitable for all ages; PG (Parental Guidance), alerting parents that a film may contain scenes unsuitable for some young children; 12A, suitable for those aged 12 and over; children under 12 must be accompanied by an adult; 15A, suitable for those aged 15 and over; children under 15 must be accompanied by an adult; 16, restricted to those aged 16; 18, restricted to persons aged 18 or over.

The website address is www.ifco.ie