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Regal Entertainment, the largest U.S. movie theater chain, has banned parents from bringing children under age 6 to R-rated films.
Many theater chains enact a "No 6 After 6" rule, which does not allow children yonuger than six after 6 p.m., but Regal will enforce the rule 24 hours a day.
"At Regal it's our job to provide the best moviegoing experience for our patrons, and we want to make sure there are minimal interruptions during R-rated movies," Regal CEO Amy Miles told the Hollywood Reporter.
Other theater chains that have enacted a similar policy say they did so based on complaints from customers who were bothered by noisy and restless toddlers, or by the idea of seeing a child watching violent or sexual content.
The Motion Picture Association of America and the National Association of Theatre Owners mandate that anyone under age 17 attending an R-rated film be accompanied by an adult or guardian.
MPAA and NATO have not taken official positions on the no children under 6 policy, but said it's a business decision by individual cinema owners.
Cinema operators said any money lost is worth keeping a majority of customers content.
The next two largest movie theater chains, AMC Entertainment and Cinemark, are sticking to the "No 6 After 6 rule" for now.
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