Decision clears way for wider release after Harvey Weinstein recruits Steve Coogan to help make case for lowering age restriction on US audience

Philomena has won its appeal to the MPAA (Motion Picture Association of America) to reduce its rating in the US from R ("restricted") to PG-13, which means under 17s will be able to see it without a parent or guardian.

The film's US distributor, the Weinstein Company, had launched the appeal after it transpired the higher rating had been imposed for two uses of the word "fuck" in the film, a comedy-drama about a mother's search for her son after a forced adoption in 1950s Ireland. (The convention is that only one "fuck" is allowed before the tougher restriction is put in place.)

The company's co-chairman, Harvey Weinstein, had mounted a high profile campaign to overturn the MPAA's decision, including issuing two specially-made James Bond-themed videos containing the film's stars: the first with Philomena lead Judi Dench in her Bond character M, and the second featuring co-star Steve Coogan (who is also Philomena's producer and co-writer) as Agent 002.

Coogan also travelled to Los Angeles for the hearing yesterday to make the case in person for Philomena's rating to be lowered.

Weinstein had appeared on CBS's Good Morning TV show last week to press his point, calling Philomena "the gentlest, wonderful true story", and comparing it to The King's Speech. He also pointed out that large swathes of the most likely audience – "church families" – were likely to be put off by an R rating, even if it would not prevent them from seeing the film.

Weinstein hailed the decision in a statement which said: "We know [the videos] went a long way into shedding light on the themes of the movie and the fact that the PG-13 rating was correct ... We are glad the MPAA has a good sense of humour, and with the cooperation of Barbara [Broccoli, producer of the James Bond series] and her team, it was proven once again no one does it better than James Bond. And my sincerest congratulations to Steve Coogan, who went to the MPAA and defended the case personally."

Philomena was released in the UK on 31 October to considerable critical acclaim and strong box-office. It is due to debut in the US on 22 November.

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