The PG rating has become the king of the box office. The entertainment business now relies on kids dragging their parents to theatres.
4 min
There’s one reliable group of moviegoers left in America—and they can’t go to the movies by themselves.
This week, the kids who make up the industry’s target audience will be heading to theaters for “Zootopia 2” and “Wicked: For Good,” sequels to box-office sensations that could be the highest-grossing movies of the year.
They also have something else in common that has become essential to Hollywood’s biggest hits.
They’re rated PG.
For decades, the movies that printed money were all rated PG-13. It was the rating of the most successful films ever made: superhero franchises, “Avatar” and “Avengers” releases, “Star Wars” episodes, “Titanic,” “Top Gun: Maverick,” the world of “Jurassic Park” and everyone from James Bond to Barbie.
But the entertainment business has never been so dependent on kids dragging their whole families to theatres for the latest PG movie.
Among the bright spots in a bleak year for Hollywood were “A Minecraft Movie” and “Lilo & Stitch,” which are currently sitting atop the domestic box office.
They may soon be jumped by “Zootopia” and “Wicked.” The list of PG hits this year also included the live-action remake of “How to Train Your Dragon,” which improbably beat the latest “Mission: Impossible.”
Meanwhile, last year was the most lucrative year of all time for PG movies, and there are more PG sure-things on the slate for coming years as studios pump out the movies that continue to defy the industry’s gravity.
To put it another way, the people with the most juice in Hollywood right now are 10 years old.
“Kids and preteens,” a recent National Research Group report concluded, “have been the driving force behind many of the biggest theatrical success stories of the past three years.”
The kids and preteens in the youngest generation have grown up with the ability to watch any movie on any device anytime and anywhere they desire.
As it turns out, the place they really want to watch movies is the theater. And theaters are perfectly willing to cater to their most loyal customers.
“If we have an R-rated or horror film on the same day as a PG animated film, I can promise you: We’re always going to try to play that PG animated film,” said Phil Zacheretti, chief executive of Phoenix Theatres Entertainment, which operates multiplexes across the country.
His strategy for those PG films is both simple and profitable.
“We basically try to play every studio’s PG films in as many theaters as we can,” he said.
By now, theatre owners understand those movies are their safest bets. Last year, “Inside Out 2” finished No. 1 at the box office.
The first “Wicked” was very, very popular, too. Anyone with young children was probably in theaters for “Moana 2,” “Sonic the Hedgehog 3” or “Despicable Me 4,” if not all of them.
The result was the first year that PG won the box office after decades of getting trounced by PG-13. And it might just happen again this year.
PG movies have always performed well. But once upon a time, they came with a stigma. “Older audiences thought PG was not going to be cool enough, and families with kids thought PG was going to be too edgy,” said Paul Dergarabedian , Comscore’s head of marketplace trends.
“It was the opposite of the Goldilocks rating.” Only recently has the rating of animated classics, Broadway musicals and video games become just right.
But their rising value isn’t just about PG movies doing better. It’s also about PG-13 and almost every other kind of movie doing worse.
At this point, not even superheroes are guaranteed attractions in Hollywood. Neither is Sydney Sweeney. There are still PG-13 juggernauts, like “Superman,” “Jurassic World: Rebirth” and the upcoming behemoth “Avatar: Fire and Ash.”
But every original PG-13 or R-rated movie like “Sinners” that gets adults to theaters without their children feels like a miracle.
Once they get to the theatre, children want different things than their parents. For them, moviegoing is deeply social, according to NRG’s study, and the single most powerful driver of their behavior is spending time with friends and family.
For as long as theatres have existed, kids have gone there to hang out. Until they couldn’t. In 2020 and 2021, a century of established habits was suddenly disrupted.
When family movies went directly to streaming, the industry feared that PG audiences wouldn’t come back when they could just stay home.
But in a dramatic twist, Gen Alpha now prefers theatres more than Gen Z, millennials or Gen X. If anything, they’re hungry for experiences that are more theatrical. They want immersive screenings—think IMAX , 3-D, Sphere. What they don’t want is to immerse themselves in phone screens.
“They’re not looking to replicate what they can get in their living rooms and bedrooms,” said Fergus Navaratnam-Blair, NRG’s vice president of trends and futures. “They’re looking for something that gives them a reason to disconnect.”
They’re also looking to engage in “participatory fandom.” PG releases meet that demand. Even theater-averse Netflix supplied Gen Alpha with limited theatrical runs of “ KPop Demon Hunters.”
In recent years, audiences sang along to “ Wicked ,” dressed up as Gentleminions and went nuts for Minecraft references their parents just wouldn’t understand.
Those full-blown viral frenzies help movies explode into movements. You might wait to see a movie if you can avoid shelling out for tickets, popcorn and a babysitter.
But your kids won’t. The whole point of seeing a movie is participating in the online memes around that movie, which means they must see it immediately.
This week, despite mixed reviews, “Wicked: For Good” was tracking for the highest ticket presales of any PG movie ever, according to Fandango.
As predictive indicators, those presale numbers are useful. Penn Ketchum, the managing partner of Penn Cinema, wasn’t sure what to expect from the upcoming “David,” an animated biblical children’s movie from a studio that specialises in faith-based content.
But when every showtime at his Pennsylvania and Delaware theatres had strong pre sales, he added screens. Then he added more. When it’s released in December, he predicts “David” will beat the box-office goliath of “Avatar” in some of his markets. “Which will be a massive upset,” he says.
Other PG titles have something else going for them. Navaratnam-Blair calls it “intergenerational nostalgia.”
When “Toy Story 5” comes out next year, for example, millennials who saw the original in theatres as kids 30 years ago will be accompanying their own kids.
Of course, not every PG movie goes to infinity and beyond. This was also a year when Pixar’s “Elio” flopped and Disney’s live-action “Snow White” was left for dead .
But those bombs were the exceptions that proved the industry’s rules of success. After all, today’s audiences don’t have a connection to Snow White. They care more about the star character of another PG movie coming out this year: SpongeBob.
Which means their parents will be taking Hollywood’s most reliable moviegoers back to theatres next month—just as soon as they leave Zootopia and Oz.
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As millions flock to GLP-1s, doctors warn the drugs can cause rapid and significant muscle loss.
5 min
Chanel Robinson achieved exactly what the gold rush of blockbuster weight-loss drugs promised: She lost nearly 100 pounds, lowered her cholesterol to normal levels and reined in her polycystic ovary syndrome.
Yet, nearly three years into her journey on Mounjaro, the 30-year-old from Atlanta, Ga., is discovering the hidden costs of the slimmed-down life.
Robinson experiences muscle fatigue daily, feeling physically weak, frail and often cold. Robinson said she experiences bursts of sluggishness sporadically during the day, and has trouble with basic tasks like opening a jar. “It shouldn’t be this difficult,” she said.
GLP-1 drugs like Ozempic, Mounjaro and Zepbound have been a success for public health and the pharmaceutical companies that make them. Obesity rates are falling, the volume of food consumed in America is declining and retailers report a slump in sales of plus-size apparel. It has improved health and happiness for millions of people.
But for at least some of the 13 million Americans taking them, losing muscle along with fat is an unexpected downside that isn’t broadly discussed or immediately apparent.
The drugs can cause rapid and significant loss of lean muscle mass, up to 10%, comparable to a decade or more of aging, according to an analysis published by the American Diabetes Association.
The loss of lean tissue is similar to weight loss from dieting, but the magnitude over a short period can lead to frailty, instability and lack of coordination, doctors and researchers say. Another concern is that losing muscle could slow down patients’ metabolism, leading to weight regain.
“We are curing obesity by encouraging frailty,” said Daniel Green, principal research fellow at the University of Western Australia, who contributed to the analysis. Many taking weight-loss medications initially lose fat and feel great, but quickly start to feel weak and lethargic, he said.
Green’s research showed that the rate of muscle loss could be slowed significantly by regular strength workouts. “It should say ‘must be taken with resistance training’ on the box,” he said.
Drugmakers say weight-loss drugs should be taken only on the advice of a physician and as part of a long-term plan that includes diet and exercise.
A spokesperson for Eli Lilly, maker of Zepbound, said Food and Drug Administration guidelines say it should be used “with increased physical activity.” The spokesperson added: “Sustainable weight loss is about more than a number on a scale.”
Both Eli Lilly and Novo Nordisk said clinical trials showed users did lose some lean muscle tissue, though at far lower rates than fat. Liz Skrbkova, a spokeswoman for Novo Nordisk, said that trials for its drug Wegovy showed changes in muscle mass didn’t “significantly differ” from patients who took a placebo. Eli Lilly said users lost three times more fat weight than lean tissue.
Rayna Kingston, 30, from Denver, said her injections of Zepbound left her feeling so tired the following day that she struggled to complete anything other than basic tasks. She said she shifted her dose to a Sunday because Mondays were her least busy day. Her partner would bring her meals in bed because she felt so weak.
She stopped exercising, and said her doctor didn’t give her any guidance on strength training or muscle maintenance. “I was relying on Reddit forums to understand what was happening to my body,” she said. She got so frustrated with the fatigue she came off the medication just under two months later.
Experts say that losing muscle at such a rate can be especially dangerous for those over 50 or with osteoporosis or limited mobility as it could lead to an increased risk of injury. “Loss of muscle mass is detrimental to moving around and quality of life, but it is also not safe,” said Katsu Funai, associate professor at the University of Utah.
Elderly Americans are set to be able to get GLP-1s from Medicare from July.
There is also pushback from doctors and regulators against using weight-loss drugs as a “quick fix” to lose a bit of weight.
People who take GLP-1s regain weight four times faster than those who lose weight through lifestyle interventions, and weight regained is often mostly fat, according to a recent analysis published in the British Medical Journal. There currently are few, if any, guidelines or studies on de-prescribing the drugs, researchers say.
The nurse practitioner who prescribed Robinson the medication didn’t warn her that resistance training is essential to maintaining muscle mass, Robinson said. She said she regrets not exercising and now does Pilates once a week.
In the haste to disrupt the obesity epidemic, weight loss has been treated as the singular, undisputed metric of success, which experts say is problematic.
“People worship body weight as an outcome measure because it’s simple, quick and inexpensive,” said Green. “But what matters is fat and muscle mass, which is more expensive to measure as it requires an MRI.”
Grace Parkin, 34, a property manager from Sheffield, England, has lost 125 pounds after she started taking Mounjaro in 2024. “I don’t care about my muscle mass as long as I’m a healthy weight,” she said.
The doctor who prescribed the drug didn’t tell her to exercise, though the pharmacy that sold the medication gave her information on exercise and protein intake, she said.
She didn’t exercise and said she soon felt side effects: a “deathly cold, from the inside” likely because of the drug. Still, she vowed to keep going, saying the weight loss was worth it.
In response to some of the side effects, drug companies are hoping to develop weight-loss treatments aimed at preserving or even building lean muscle mass.
German drugmaker Boehringer Ingelheim recently said it had promising results from one such drug. Eli Lilly last September halted a trial of a similar drug.
While weight-loss medications are designed as lifelong treatments for chronic diseases, namely obesity and Type 2 diabetes, they are increasingly marketed as lifestyle fixes.
Tennis superstar Serena Williams, who used GLP-1s to slim down after having children, was featured in this year’s Super Bowl commercial promoting telehealth company Ro’s weight-loss medication.
Serena Williams poses for an ad campaign for a weight-loss drug. Ro/Handout/Reuters
Women may be particularly vulnerable to the drugs’s side effects, which can also include nausea, diarrhea, migraines and rarer cases of pancreatitis.
A study last year from a university hospital in Turin, Italy, showed that women are more prone to adverse reactions to weight-loss drugs than men, including muscle loss.
Green, the researcher, said the issue is of particular concern to those taking GLP-1s recreationally and who don’t have much muscle mass to begin with. Others say a lack of oversight is compounding the issue.
“Patients are self-reporting, and telehealth companies don’t have the patient in front of them to conduct a proper medical assessment,” said Rupal Mathur, an internist in Houston whose practice specializes in weight loss.
She said medical spas are prescribing off-label drugs that don’t meet the criteria set out by the FDA that justify a prescription.
The number of people taking weight-loss drugs who are not living with obesity or Type 2 diabetes is difficult to track since it is unregulated.
However, an analysis by the FDA from 2023 found that more than half of new Ozempic and Mounjaro users didn’t have Type 2 diabetes.
Scientists are calling for more clinical trials to pin down the full effects of weight-loss drugs on muscle loss in different demographics.
“The only studies that have been done have looked at people living with obesity or Type 2 diabetes,” said Green. “That makes it all the more concerning for those using weight-loss drugs in an ad hoc or unregistered way.”
