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In the United States, the X-rating originally referred to a non-trademarked rating that indicated a film contained content unsuitable for minors such as extreme violence or explicit sex and thus was for adults only.
When the MPAA film rating system began on November 1, 1968 in the U.S., the X-rating was given to a film by the MPAA if submitted to them or, due to its non-trademarked status, it could be self-applied to a film by a distributor who knew beforehand that their film contained content unsuitable for minors. In the late 1960s to mid 1980s, several mainstream films were released with an X-rating such as Midnight Cowboy, A Clockwork Orange, and Last Tango in Paris.
Because the X-rating was not trademarked, anybody could apply it to their films, including pornographers, which many began to do in the 1970s. As pornography began to become chic and more legally tolerated, pornographers placed an X-rating on their films to emphasize the adult nature of them. Some even started using multiple X's (i.e. XX, XXX, etc.) to give the impression that their film contained more graphic sexual content than the simple X-rating. In some cases, the X ratings were applied by reviewers or film scholars, e.g. William Rotsler, who wrote "The XXX-rating means hard-core, the XX-rating is for simulation, and an X-rating is for comparatively cool films." [2]Nothing beyond the simple X-rating has ever been officially recognized by the MPAA.
-Wikipedia