It's based on the American MPAA film rating system. The game look at the amount of violence and sex and the themes.
Each topic you can pick in the script-writing-menu has a rating attached. For example: Something like "Dogs" has an G Rating, while "Bullying" has PG-13 and "Serial Killer" would be an R.
The highest value of the three is the deciding factor, so even if your movie is about dogs and treasure hunting and has no sex scenes at all, but has "Gore Galore" violence, it will still get an NC-17 Rating.
The Rating will obviously influence who will watch you movie. While you might loose the children or teen viewer group completely, adults will be more drawn to more mature movies with higher ratings.
I also did some work on the Release Menu so you can see the ratings in action:
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