I have a rule when I watch "Hollywood" movies. I lower my expectations of what they could be, and I don't get as upset these days. I know that's not the best way to deal with the situation. Speaking out and helping to invoke change is the better answer. Since people like me haven't done anything about it, it seems some people in Hollywood have taken our relative silence as acceptance and stepped it up a notch. After watching the last "Shrek" movie and being really disturbed by some of the insinuated vulgarity kids were watching and were therefore imprinted on their little minds, I researched just who is allowing some of these scenes to take place and not giving them a "you're not putting this in a movie" rating. Or giving us a choice of movie version A or movie version B. Or at the very least letting us know ahead of time the truth of what we are about to watch so we don't feel blind-sided by their "seemingly innocuous" rating. I found out that there are only a handful of people who are "deemed ethical" people (maybe they need to rethink their choices), who make the rating decisions in America. They have the power to ask the movie producers to delete comments, etc that are inappropriate. Are they doing their job? Notice in many movies now there are one or two moments where they clearly go way too over the edge. What many people don't realize is it can be psychologically hurtful to us and especially young children. "Garbage in, garbage out." 
  As for the "Rio" movie... If the movie was following "ethics" she would have returned the rare bird the moment she found it, but that is how "ignorant" we all act sometimes. They could have still had a story line with that version. No one consulted me for the movie script though. lol. And we wonder why the children of the world are acting up, when we are not providing enough positive, ethical, decent examples, whether by actions, movies, etc. We need to change the way we do things. Maybe each producer could consult with an ethicist on the script to see versions of how to be ethically responsible. At least be aware ahead of time of what "garbage" they are spreading to the masses.

  I'm not saying to get rid of the movies either, just have a conscience and clean them up a bit. Movies like "Rio" can spark us to think about life in general and that can be good. Like how there are poachers in the world because there is a market for poachers. The problem is then us and we are the ones who need to change. I think about how we as human beings cage our animals and don't let them live free. Zoos are fun, but think about it from the animal's perspective..not so fun for them when they could be out in the jungle, etc. Hey I'm getting the desire to go to the jungle for some reason and I'm feeling really "caged up" myself. Lol.
  Write to whoever rates your motion pictures in your country and let them know what you think about this. As I live in America, maybe we should follow countries like Australia who have an official government body deciding the ratings instead of the Motion Picture Association of America. What we in America are doing is not working.  I do realize some countries scrutinize their movies way too much, but there is a happy medium. Take care and God bless.