"Fun for the Whole Family"

What's with the term "Family Film"?

Consistently hit movies seem to be ones that the entire family watches together, in fact, a movie made for audiences of all ages.

But they're never referred to as "Family Movies", they're just called "Movies".

Even on the DVD cover of "Nemo", a film which focuses on and ultimately celebrates the parent-child dynamic, doesn't mention "family" anywhere on the cover .

So, why does the marketing term "Family Film" seem to be just a metaphor for "kid's film", a movie made almost exclusively for children?

Why? Is a family made up entirely of small children nowadays and I just didn't get the memo? Or are children shameful, embarrassing objects not to be spoken of?