Of the Top 25 box office earners '99-'01, 62% contained morally uplifting or Christian content. In '02-'03, that number rose to 80%. In '04-'05, 96% of the top 25 movies were morally uplifting. Meanwhile, the popularity of R-rated films has declined. In '97, there were 12 R-rated films in the Top 25 earners. This fell to 3 in '05. The number of Top 25 movies containing strong moral or Christian elements has increased from only 3 in '96 to 10 in '05. Movies with morally uplifting, redemptive, and even Christian content earn at least 3 to 7 times more money on average than movies with explicit, potentially offensive elements.