Moviegoers Prefer Clean Movies Without Explicit Sex, Nudity, Foul Language, and Drug Abuse, Annual Report Shows Again

Hollywood, Calif. – By now, everybody has heard the saying, “Sex sells.” Well, that has never really been true, and it wasn’t true in 2010, especially if you look at what kind of movies the average moviegoer prefers.

For the 19th year in a row, the Annual Report to the Entertainment Industry by Movieguide®: The Family Guide to Movies and Entertainment shows clearly that moviegoers prefer movies with no explicit sex, nudity, foul language, and drug abuse.

“This was especially clear in 2010,” said Dr. Ted Baehr, founder and publisher of Movieguide®. “Movies with no foul language, sex, nudity, or drug abuse averaged the most money at the theatrical box office in America and Canada, much more than movies with a lot of such offensive content.”

Movieguide® also measured miscellaneous amounts of immorality, such as lying, stealing, blackmail, extortion, greed, envy, jealousy. Movies with no miscellaneous immorality made more than four times more money than movies with extensive or extreme amounts of miscellaneous immorality.

“We have found similar results in practically all of our previous studies,” Dr. Baehr noted.

Dr. Baehr released highlights of the 2011 Annual Report to the Entertainment Industry Friday night at the 19th Annual Faith & Values Awards Gala at the Universal Hilton Hotel, attended by top industry leaders, especially those who have made the cleanest, most inspiring movies and television programs of the year.

Movieguide® has been analyzing the content of movies and comparing box office numbers since 1991. The annual studies since 1996 have been particularly comprehensive. Generally, the top movies making $750,000 or more at the box office in Canada and the U.S. are analyzed.

* Amount of Foul Language in 2010 Movies:

Movies with No Foul Language Do Best!



Avg. B.O. 2010

No obscenities/profanities

$50.44 million

1-9 obscenities/profanities

$46.79 million

10-25 obscenities/profanities

$42.27 million

More than 25

$23.42 million


* Amount of Sexual Content in 2010 Movies


Movies with No Sex Earn the Most!



Avg. B.O. 2010

No sexual content (No S)

$55.44 million

Light/implied sex (S)

$35.72 million

Some depicted/strong sex (SS)

$19.53 million

Extreme sexual content (SSS)

$15.92 million


* Amount and Kind of Nudity in 2010 Movies


Movies with No Nudity Do Best!



Avg. B.O. 2010

No nudity

$45.00 million

Some sexual nudity

$16.83 million

Extensive sexual nudity

$22.95 million


** Analysis of Substance Abuse

Alcohol Abuse in 2010 Movies


Avg. B.O. 2010

No alcohol

$43.84 million

Some alcohol use

$38.45 million

Some drunkenness

$30.45 million

Extreme abuse

$10.16 million


Drug References in 2010 Movies


Avg. B.O. 2010

No drug references

$48.39 million

Some drug references

$40.13 million

Very strong drug references

$15.90 million


** Miscellaneous Immorality (No M, M, MM, MMM) in 2010 Movies



Avg. B.O. 2010

No M

$77.56 million


$44.44 million


$29.19 million


$9.96 million


Dr. Baehr is chairman of the Christian Film & Television Commission® (CFTVC) ministry and publisher of its family guide to movies, Movieguide® (www.movieguide.com). CFTVC and Movieguide® are an international non-profit ministry dedicated to “redeeming the values of the entertainment industry by influencing industry executives and by informing and equipping the public about the influence of the entertainment media.”

For more information, visit www.movieguide.com or call 1-888-899-6684.