Come on guys! This outfit is a feel-good, front organization for Hollywood.
If taken to task on media violence, groups like this one and others like it will be trotted out to show that Hollywood "cares" and is trying to "make a difference".
It's a sham.
Follow the Money: Violence=guns=sales=$$$$ for Hollywood. The entertainment industry will no sooner limit violence in films than cut their own collective throats.
Get rid of violence, and Hollywood would have to replace it with quality writing, good acting, believable plots, etc.
WAY cheaper to blow 'em up and shoot 'em down.