Ads for NC-17 Film Find Acceptance : Movies: Universal met little resistance in booking adults-only ‘Henry & June’ or in placing advertisments with print and broadcast media.

Many of America’s leading publications and television outlets are still reviewing their policies regarding the acceptability of ads for movies carrying the Motion Picture Assn. of America’s new NC-17 rating, but there has apparently been no reluctance to run ads promoting Universal Pictures’ “Henry & June.”

“No one has rejected the ad outright,” said Si Kornblit, executive vice president for worldwide marketing at Universal, on the eve of today’s opening of “Henry & June,” the first NC-17 rated movie to be released.

“Henry & June” was scheduled to open in 80 theaters in 32 markets today, but it was reportedly pulled out of one theater in Dedham, Mass. Thursday after local officials protested to the local theater operator. Earlier in the week, some religious organizations also protested the change in the rating and urged theaters not to book “Henry & June.”

Although TV commercials for “Henry & June” have been shut out of early-evening time slots by network affiliates, Kornblit said the studio has had no trouble placing ads for it in either broadcast or print outlets.

The NC-17 rating was created by the MPAA last week in response to protests from critics, filmmakers and distributors that the old X adults-only rating had become so closely aligned in the public’s mind with pornography that the adult end of the legitimate film spectrum was shut out at the marketplace.

“Henry & June” was the latest in a series of films to be given X ratings this year, and Universal had planned to appeal for an R rating at a hearing originally scheduled for Wednesday. The studio dropped its appeal when the MPAA announced the new NC-17 rating.

The key question in the wake of the ratings change is whether the NC-17 will be accepted by advertising outlets. If distributors are unable to advertise adults-only films, they say they cannot release them.

The day after the ratings change was announced, the New York Times said it would accept ads for all MPAA-rated movies, including those carrying the NC-17. Any movies carrying X, which was never copyrighted by the MPAA and can be self-applied by anyone, will be considered individually, the paper said.

The Los Angeles Times said on Thursday it would accept ads for all movies, whether rated or unrated, provided the films being advertised contain no scenes of hardcore pornography and that the advertising meets Times standards. The acceptability of ads in question will be determined by the publisher after consulting with advertising and editorial departments.

NBC said it will review commercials for NC-17 films on a case basis, but will not air them before 11:30 p.m. CBS will accept them to be aired after 10 p.m. ABC’s position is that the ad, which will not air before 10 p.m., must show and announce that the film is rated NC-17.

The Fox network said the new rating was still being analyzed.