Kids in MindThe purpose of kids-in-mind.com is to provide parents and other adults with objective and complete information about a film's content so that they can decide, based on their own value system, whether they should watch a movie with or without their kids.
Our Kids-In-Mind reviews are objective, non-critical assessments of the potentially objectionable material contained in movies and are primarily addressed to parents.
We don't tell parents whether a movie is good or bad, we don't tell them whether it has any social or political significance -- we don't even bother with whether it has artistic merit.
We simply list material that parents may not want their kids to watch or hear. Then parents can decide whether a movie is OK for their own kids, according to their own criteria. The writing style is straightforward and quite neutral, and we take great pains to describe a film's content without actually revealing any plot elements.
We came up with the idea for Kids-In-Mind after we went into a video store and watched as a customer was trying to get one of the clerks to explain exactly why a film was rated PG-13. Of course the clerk couldn't. She realized that the MPAA ratings were simply too vague, and that most parents would not agree on what they'd consider offensive material. Some are upset by profanity and nudity, but seem indifferent to violent scenes, while others think that kids will hear all sorts of obscenity at the playground in any case, and so don't mind them listening to actors spewing expletives.
We never doubted that Kids-In-Mind would be a hit with parents and other concerned adults. We were surprised, however, to receive support from an unexpected quarter -- the MPAA itself. Apparently, filmmakers will sometimes screen one version of their film for the MPAA's ratings board and then release a slightly different version in theaters. So, the MPAA got into the habit of comparing our Kids-In-Mind with their own notes.
Since we were the first to come up with this concept (we started publishing Kids-In-Mind on AOL in 1992, as part of our Critics Inc. site) we have the largest database of parents' reviews available anywhere, enabling parents to check out the content of innumerable videos. Several newspapers, magazines and web sites have tried to emulate our reviews, with varying degrees of success, but none has generated the same amount of trust and loyalty our Kids-In-Mind reviews have.
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