June 2021 – Contrary to the popular notion, Movieguide asserts that gratuitous explicit content does not positively affect movie sales. In other words, “Sex doesn’t sell,” said Robby Baehr, Movieguide co-CEO. Through their yearly Report to the Entertainment Industry, Movieguide analyzes which content performs better.
“What we found is that the less sex you put [in] the movie, the more money it makes,” explained Baehr. “The less violence you put in, the more profitable [it] is. We can actually determine how much every f-word is going to cost you at the box office.”
In their mission to affect media, Movieguide submits this report to major studios every year, showing them “how movies with moral, family, and faith elements actually outperform movies loaded with gratuitous content.”