It’s not that a G rating gets in the way of making money. Pixar-Disney has figured out the formula. They’ve had the top-ranked G-rated film every year but one in the past decade — from Ratatouille and Wall-E to The Princess and the Frog and Tangled.
But other studios aiming at kids’ audiences have done just as well, if not better, without the G. Every one of the big animated franchises not made by Pixar-Disney is rated PG — including Despicable Me, Ice Age, Kung Fu Panda and Madagascar. And Pixar goes there, too — with the likes of The Incredibles, Brave and Up.
G may still mean suitable for general audiences, but parents seem to have decided it means suitable for babies. And that means even animation is trending away from the G.