Once applied to rom-coms and sci-fi, the"general audience" label is now barely used, even by Disney:"Unless it's Pixar, it's not cool."is in a rarefied group. The Pixar-Disney sequel, which has made nearly $1 billion worldwide since it opened in June, is one of only two G-rated wide release films so far this year. The other — the nature documentaryIn fact, Disney is the last major Hollywood studio still actively in the G, or "general audience," business.
Other studios have dropped G movies, but Disney can still make a hit of one in part because audiences expect sophistication from its animated films, says Jon Lewis, Oregon State University professor of film studies. "For adults it makes no difference, but for 13-to-16-year-olds, if it's G, unless it's Pixar, it's not cool," he says. "Pixar movies are perfectly hip and acceptable because they operate on multiple levels.
Though it has fallen out of favor in the last decade, the G rating was once common in a variety of genres — from the 1972 Barbra Streisand romantic comedy.
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