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The mission of kids-in-mind.com is to guide parents and similar adults with an objective and comprehensive information regarding the content of a film to help them decide based on their individual value system whether it is worth the time to take their children to watch the film. The system is similar to food labeling that identifies the actual contents that comprises the specific food.

The site does not condemn or criticize nor does it praise or recommend either. With no affiliations to any cultural, religious or political party or ideology, the only advocacy is the promotion of engaged and responsible parenting. You can expect to see comprehensive and detailed film descriptions on the site.