The PG rating has made a major comeback in Hollywood.

It’s strange to remember now, but during the height of the COVID-19 pandemic — when studios were sending many of their family-friendly movies straight to streaming services — there were serious conversations in the movie business about whether youngsters and their parents would ever return to theaters in full force.

Streaming was just too convenient and affordable, compared with a Saturday outing of two parents and 2 1/2 kids, the logic went.

But in recent years, the family audience has proved to be a bulwark for the theatrical movie business.

Disney’s live-action “Lilo & Stitch” topped the domestic box office again over the weekend with $63 million in ticket sales, for a total of $280 million so far. It beat the latest “Mission: Impossible” and the new “Karate Kid: Legends,” both rated PG-13. As of Sunday, “Lilo & Stitch” had crossed $610 million globally.

Warner Bros. and Legendary’s “A Minecraft Movie,” also rated PG, has amassed $423 million in the U.S. and Canada, the best of the year so far. Adding international grosses, its global tally is $947 million.

Nine PG-rated movies have been released in more than 2,000 locations this year, up from six during the same period in 2024, according to industry estimates. Those movies have accounted for 41% of ticketing revenue in the U.S. and Canada this year, compared with 21% a year ago. (The Pixar megahit “Inside Out 2” was released in mid-June of 2024.)

Family films are a boon to studios and theaters at a time when other categories — such as comic book films and one-off dramas and comedies — have been less reliable than they were in the past.

And there’s more to come, including Universal’s “How to Train Your Dragon” remake, Pixar’s “Elio” and DreamWorks Animation’s “The Bad Guys 2.”

Importantly, many of these movies are coming one after the other, which is essential if the industry hopes to re-create the moviegoing habit for current and future generations, especially as social media, YouTube and video games claim more of young people’s attention.

“One of the things that I think the industry has struggled with over the last number of years is just having a regular cadence of movies in the theater,” said Michael O’Leary, head of the trade group Cinema United (formerly the National Assn. of Theatre Owners). “If you’re a young person, and there’s a six-month gap between movies, there’s a lot of things going on, and your attention wanes.”

The focus on PG-rated content stands in contrast with a few years ago, when the PG-13 rating was widely seen as the way to include a broad, “four-quadrant” audience: men, women, old and young. A PG rating tagged a new release as more of a kids movie. PG-13, the label for Marvel and DC movies, had more of a cool factor for teens and young adults.

O’Leary has a theory for why things have shifted, and it has to do with the media consumption habits of today’s very young, known as Generation Alpha, or those who came after Gen Z.

Kids now are more than just digitally native.

They’re aware of new movies and TV shows coming out, in part because of exposure to social media at an earlier age compared with past generations of children. Parents will naturally be more comfortable taking their 7- and 8-year-olds to something like “Minecraft,” because they’re less likely to be presented with objectionable content.

The Motion Picture Assn.’s rating system, though sometimes fraught and misunderstood, is meant as a guide for parents.

“Younger people are inundated with more and more content at an earlier age, and they’ve become, in some ways, more discriminating connoisseurs of what they want to see,” O’Leary said.

Surely there are some parents who take their kids to the movies less often now after the pandemic with the proliferation of at-home entertainment options. But overall, family movies are leading the industry. If the pandemic proved anything, it’s that if you’re a parent, you really can’t spend all your time in the house.

Gen Z — now anywhere from 13 to 28 years old — is clearly doing its part. According to a recent NRG survey, 37% of Gen Zers say they go to the movies more than six times a year, up from 29% who agreed with that statement in February 2023.

Adults, too, might be interested in seeing more PG content in theaters, particularly in the American heartland.

Angel Studios’ animated Jesus film “The King of Kings” performed well (though somewhat ironically, most of Angel’s live action movies are PG-13).

The post-pandemic recovery of the family audience hit a big milestone in 2023 with Illumination’s “The Super Mario Bros. Movie,” which grossed more than $1.36 billion worldwide. That was followed by the success of 2024 sequels such as “Inside Out 2,” “Moana 2,” “Despicable Me 4” and “Mufasa: The Lion King,” which all benefited from multigenerational appeal.

The blockbuster Broadway adaptation “Wicked” was also rated PG, which helped make it a family moviegoing event.

Now, the category is again on a hot streak. Industry analyst David A. Gross declared in a recent edition of his FranchiseRe newsletter, “the production pipeline is full and any loss of audience to streaming during the pandemic is over.”

What hasn’t come back as strongly? Most notably, superhero pictures — one of the pillars of moviegoing for the last couple decades. Before the pandemic, the industry averaged seven superhero movies a year, and those would drive billions of dollars in global revenue, Gross said. Lately, the genre has been significantly thinner and far less consistent.

R-rated horror movies are thriving (look at “Sinners” and “Final Destination Bloodlines”), but other adult-oriented movies are hit and miss.

Increasingly, when studios want to draw a mass audience, that means going younger.

Stuff we wrote

Number of the week

What’s the magic number that will allow Paramount’s $8-billion merger with Skydance to go through?

The Wall Street Journal reported that Paramount was willing to part with $15 million to settle President Trump’s lawsuit against the company over edits to its pre-election “60 Minutes” interview with Kamala Harris.

No surprise, that’s apparently not enough. Trump’s team wants more, the Journal reported. The president wants $25 million and an apology from CBS News, a source told the paper.

Trump’s critics, journalists and 1st Amendment experts say the lawsuit is basically a shakedown. Some anti-Trump lawmakers say a settlement by Paramount could amount to an illegal bribe.

Paramount is awaiting merger approval from the FCC, which is tasked with reviewing the transfer of broadcast licenses. Sources have told my colleague Meg James that the FCC approval process has been bogged down.

The company stresses that it sees the legal dispute and the FCC review as separate issues. No one believes Trump sees them that way.

On Monday, Paramount said it would add three new board members.

Finally …

There’s been an unreal amount of good TV on lately. I’ve been catching up on Nathan Fielder’s “The Rehearsal,” and often can’t believe what I’m seeing.

Also, Marc Maron is ending his podcast after 16 years. I’ve linked to various episodes in this newsletter. Here’s one I’m looking forward to catching up with.