Jiang Wen's blockbuster "Let the Bullets Fly" was criticized for adult content and dirty language.
Bona Film Group Limited, one of the biggest production companies and cinema chains in China, will create a film-rating system for movies shown in its cinemas as a value-added service to audiences, The People's Daily reports.
The announcement states that the system is a kindly reminder for aged audiences and audiences who bring their children. Besides rating movies according to their content, the system will also offer suggestions for watching 3-D movies.
The company's announcement yesterday caused a stir within the film industry. With more domestically produced movies containing adult content, many have appealed to China's Film Bureau for a national film-rating system. But so far, the Film Bureau has failed to implement such a system.
Jin Bo, Marketing Manager of Bona Cineplex, said the new film-rating system would help its cinemas improve their service levels.
"We are not trying to set standards for the industry," he said. "Some plots and pictures are not suitable for all people. The system will be a guide for audiences before they buy the tickets."
Jin also said the system was still under consideration and would be implemented at the end of February.
Although Bona's new film-rating system is not regulated by the government, it has been warmly welcomed by industry insiders and audiences.
"It's a great step for cinemas to do self-ratings," said famous film director He Ping. "Without government regulation, cinemas should still offer suggestions for children and other moviegoers."
Zhang Huailin, Marketing Manager of Baoli Wanhe Cinema Chain, said Bona has acted in a socially responsible manner by creating such a system and that it served as a sign that China's movie industry was maturing.