Re: Star Wars Episode VII
How in the blue blankity-blank is SW a kids movie???? :confused if you buy that then I must have been brain dead for the first one which was NOT a kid's movie,nether was Empire that crap started in Jedi as far as I'm concerned with the Ewoks.....
I think it depends heavily on what one means by a "kids movie."
You could mean a movie that is imbued with plenty of stuff that kids love, like adventure, relative simplicity in the storyline, and stuff that's fantastical, all without being particularly dark, violent, overly sexualized, etc. In other words, without stuff that would make it inappropriate for kids, and appropriate only for adults or at least teenagers. Examples: Raiders of the Lost Ark, much of Doctor Who, Iron Man, The Princess Bride, Harry Potter, etc.
Or you could mean a movie that targets kids by putting in stuff that is primarily oriented towards them with varying degrees of entertainment that adults can appreciate. Examples: most Pixar films, some of the 90s Disney animated films, older Disney films like Chitty Chitty Bang Bang and Bedknobs & Broomsticks.
Or you could mean a movie that ONLY kids can appreciate, where adults are basically just there to make sure nobody gets abducted or into a fight. Examples: Dora the Explorer, most 80s cartoons like G.I. Joe, M.A.S.K., and Transformers, Air Bud, etc.
I think the first two films of the OT and ROTS fall more into the first category (actually, I might even say that ROTS isn't all that appropriate for kids, given how dark it goes at the end). I think ROTJ and AOTC sort of straddle the line between the first and second category, and TPM straddles the line between the 2nd and 3rd category.
I think that the labels of "kid-friendly" or "family" entertainment were used far more with respect to categories 2 and 3, and I distinguish between a film that it's appropriate to take kids to, but isn't targeted explicitly at them, and films which are targeted at kids and/or only appreciable by kids. The latter, I'd consider "kids films." The former is something that kids can enjoy, but isn't only for kids. I think, however, that a LOT of films that fall into the first category end up also having coinciding merchandising campaigns which ARE targeted directly at kids, and Star Wars was absolutely the first film to really heavily do this. But then, so does Iron Man and the Avengers, and I don't think anyone would call those "kids" films, per se, just because there's a toy campaign associated with it.
In the end, though, I don't think it necessarily matters who the film is targeted at, as long as it's well executed. I don't think ROTS is targeted at kids at all, but I also think it's not particularly well done. Likewise, I've seen plenty of entertainment that's directly targeted at kids which I thoroughly enjoyed. I got a huge kick out of Cars and Cars 2, and while I wouldn't necessarily watch them on my own, I'm certainly happy to watch them with my nephew and enjoy the films in their own right in addition to enjoying my nephew's enjoyment of them. So, merely because something is a kids film doesn't necessarily mean it's a bad thing.
I think fans of Star Wars, though, are all over the map in terms of how they approach it, and when in their lives they enjoyed it. Plus, the franchise is SO sprawling that it's difficult to say whether it's more or less appropriate to claim it's for kids only or if it's just something that kids and adults can access alike.
When people talk about what they want in the next films, though, and say they don't want "kiddie films, like TPM", what I really hear is "I want a film that's entertaining and that doesn't have elements that ONLY a kid would really appreciate." And I'm with 'em on that. I don't care, for example, that Rebels seems to be targeted at kids. I DO care that it be accessible to more than JUST, kids, though. And I dispute that Star Wars is ONLY for kids, as a franchise. Certainly the franchise has done its level best to target all aspects of the available market, regardless of age. I don't know too many 5-year-olds who are playing The Force Unleashed, or buying the zombie-style Troopers book, ya know?