PG has become the “new go-to rating” for film studios.

PG has become the “new go-to rating” for film studios. After years of falling behind “PG-13 superhero movies and action spectacles,” PG movies are now winning the “battle for box-office glory.” In 2016, five of the top 10 domestic movies were rated PG, and the latest example of PG success is Beauty and the Beast, which broke records with a $170 million opening. Kids and their Millennial/Gen X parents are currently some of the most lucrative moviegoing groups: two-11-year-olds and 25-39-year-olds were the only two demographics who didn’t decline in 2015. (The Hollywood Reporter, The New York Times)