3D version of kids' film gets more restrictive rating

By Sarah Sluis

A rather curious thing happened in Sweden. The 2D and 3D versions of a film (Cats & Dogs: The Revenge of Kitty Galore) received different ratings. The 3D version earned a PG rating, while the 2D film received a G rating.

Earlier, the Swedish authorities made known that they would review 2D and 3D films separately, which makes some sense: bawdiness can seem more excessive if certain things are blown out into the audience's space, and horror movies can come across as scarier. But if the content is essentially the same, it seems rather odd to give a movie two different ratings.

In one sense, it's a bit of an embarrassment. It shows just how subjective the ratings process is (as highlighted in the documentary This Film Is Not Yet Rated). Two different groups reviewed the two films, but the 3D apparently made everything more "intense," an interesting statement in itself. By giving the 3D version a stronger rating, the Swedish raters suggest that the 3D did, in fact, provide a more immersive experience.

While I'm a big fan of 3D, after the first few minutes of wearing the glasses you "get used to it" and don't really notice that you're wearing them unless some crazy 3D effect pops out and reminds you (something many filmmakers try to avoid, but I secretly love). However, the reaction of the Swedish rating team proves that the effect of seeing something in 3D persists even after your eyes adjust.

The dual ratings may confuse audiences and pose a challenge for the marketing campaign in Sweden. Because so many movies are released in both 2D and 3D, advertisements have been hesitant to play up the "awesomeness" of the 3D at the expense of the 2D screens. Instead, the advantage to seeing a movie in 3D often comes across more like paying for front-row seats and getting a better view rather than a transformative experience. Sure, movies like Avatar accrued a higher percentage of their revenue from 3D screens because of word-of-mouth and positive buzz on the 3D version, but the 2D equivalent was never denigrated. As the world of 3D releases expands, I'm sure there will be more moments like this to come.