Violence at the Box Office

The negative effects of violent content in movies have recently been a hot topic among both researchers and the general public. Despite growing concern, violence in movies has persisted over time. Few studies have examined why this pattern continues. To fill this gap in the literature, we examine how Motion Picture Association of America (MPAA) movie rating descriptors predict ticket sales of 2,094 movies from 1992 to 2012. We test the validity of three theoretical models: (1) the reflective model, (2) the reactance model, and (3) the market model. We find that violent content is linked neither to violence in the broader U.S. culture (i.e., the reflective model) nor to a psychological reactance by adolescents (i.e., the reactance model). Rather, we find, especially among PG-13 (parents strongly cautioned) movies, that violent content leads to increased ticket sales, suggesting that market demand (i.e., audience preferences) is responsible for continued violent content. We discuss the implications of our findings.