Disney's 'Cruella' marks the company's third PG-13 release this year as the company moves away from G and PG-rated films

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Today, Disney's live-action "Cruella" arrives in theaters and on Disney+. But if you're looking forward to cute puppies, you might be surprised by this dark origin story of the iconic villain. While the 1996 version of "101 Dalmatians" was rated G, this retelling is rated PG-13.

Nobody wants a G. "Cruella" is Disney's third PG-13 release in a year, according to the WSJ. And if family-friendly Disney is leaning into "extended violence and smoking," you know the rest of the industry is trending that direction…and has been for a while. By the 2000s, PG-13 movies were raking in most of the box office revenue.

• Between 2010-2019, PG-13 movies grossed $54.6 billion. In the same time span, PG movies earned $24.3 billion; R movies, $26.5 billion; and G movies, $2.7 billion, according to Comscore.

Bottom line: PG-13 has become the sweet spot for Disney to appeal to a broader audience interested in violent Marvel films, live-action remakes of its classics, and new projects like "Hamilton."

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