I have no real interest in seeing Mr. Magorium’s Wonder Emporium, but director Zach Helm has got a point: there have been very few live-action G-rated movies in recent years. (Search here if you don’t believe me.) I think that probably speaks to the ineffectiveness of the current rating system just as much as the increasing rarity of the R and the death sentence that accompanies the NC-17.

Whether the “general audiences” vibe will utlimately hurt the film, I couldn’t say. The couple reviews I’ve glanced at seem to think the film itself will be its own worst enemy.