Even prior to the summer 1993 parental advisory announcement, broadcast networks attached viewer discretion warnings to a fraction of the films shown during prime times. This study analyzed all 2,295 movies with complete listings in TV Guide and ratings information from A.C. Nielsen. A total of 44 movies had the notation that the network advised viewer discretion, and 23 of the 24 advertisements for these movies had printed warnings regarding general parental discretion. Regression analysis revealed that, controlling for many factors that influence the size of a program audience, viewing among children ages 2-11 was lower on movies carrying viewer discretion advisories than on other movies. These results provide the first statistical data from ratings information that parents do act upon information in viewer discretion warnings to discourage children from viewing violent or otherwise objectionable television movies. Notes, tables, and 37 references