Motorcycle safety PSA to receive limited time on big screen
Moviegoers won’t see ITD’s national award-winning motorcycle safety PSA on theater screens showing “Prom Night,” a PG-13 remake of a 1980 slasher film. They won’t see it in theaters showing the martial arts action film “The Forbidden Kingdom” or prior to any James Bond movie – also rated PG-13.
National Cinemedia, an organization responsible for placing advertising spots in theaters across the country, has deemed the ad inappropriate for G, PG and PG-13 movies due to violent content. Placement of the advertisement, which ran throughout Idaho in 2007, was to coincide with Motorcycle Awareness month in May.
The 30-second spot titled “Think” shows a motorist glancing to his left and right and then proceeding through an intersection where his vehicle is struck on the driver’s side by a motorcycle.
The spot’s visual (and physical) impact has brought requests from other states to use it as part of their own motorcycle safety efforts.
“It seems remarkable that they find our safety message inappropriate compared to some of the movies in the same theaters,” said Pat Beale with the Office of Highway Operations and Safety. “In a way it’s kind of good though. The message is targeted to adults, and while adults attend movies of all ratings, 100 percent of the audience in R-rated movies is our target audience.”