rated films are less likely to try alcohol. almost a quarter of children who's parents let them watch "r qu " movies all the time started drinking earlier. >> one movie that's completely kid friendly, "how to train your dragon", getting a boost from the 3-d. >> the 3-d technology is nothing new, but it's actually growing in popularity lately. experts say that we're just now able to see the full potential of 3-d. >> we will send a message. >> reporter: "va", message, the highest grossing movie of all