[miketardis]

I've seen a lot of tv spots for the comic book movie KICK-ASS, which opens next week. From the ads, you would think that the film is a harmless superhero spoof, perfectly acceptable for preteens. I was pretty surprised to note that it's rated R.

On closer inspection, it is based on a Mark Millar comic book. Millar wrote WANTED, which was adapted into violent action film a couple of years ago.

Why do they think it's a good idea to mislead inattentive parents into bringing their kids to this thing? Do they think the opening weekend grosses are worth the bad will generated by unsuspecting parents taking their kids to a clearly adult-themed film? Granted, parents who drags their kids to an R-rated movie unawares have only themselves to blame. But why pitch it as a kids film?

I just don't get the thinking here. If the film is rated R, then it's for adults. If you make a film for adults, pitch it to adults.