Hollywood movies often depict smoking in a positive light without viewers realizing the involvement of tobacco companies paying for product placement. Research studies from Phillip Morris in the 1980s found that movie smoking imagery was more influential on consumers than static cigarette advertisements and exploiting these positive smoking images in films could help boost tobacco brands more than simple product recognition in ads. Exposure to smoking in movies doubles the risk of youth addiction, even for teens with non-smoking parents. Removing tobacco from films could help reduce youth smoking initiation. However, some filmmakers argue movies only reflect society and those influenced by on-screen smoking need more help than limiting depictions can provide.

1. what an act: how hollywood helps hook us Mark E. Woods, MPPM, MSW, LSW, TTS-C

2. the problem“film is better than any commercial that has been run on television or any magazine because the audience is totally unaware of any sponsor involvement.”

7. Big Tobacco has a history of lying. Hollywood has a history of pretending, too. Smoking does not reflect reality.

8. “We believe that mostof the strong, positive images for cigarettes and smoking are created by cinemaandtelevision…. It is reasonable to assume that films and personalities have more influence on consumers than a static poster [from a] … pack hung on a washing line under a dark and stormy sky.”– 1989 Phillip Morris Market Research Study

10. “If branded cigarette advertising is to take full advantage of these images, it has to do more than simply achieve package recognition - …” Lucky Strike Camel

11. “… it has to feed off and exploit the image source.” – 1989 Phillip Morris Market Research Study

12. dose & content

15. Dose & Target

17. 21% 74%

18. .5 .4 .3 .2 .1 0 0 2 5 10 20 40 Percent of Movie Time with Tobacco Use

19. removing it would affect only 5% of the movie

20. 3 Movies per Week 150 Movies per Year

21. An R rating reduces the likelihood that a teen will see a movie … Percent seeing the movie

27. 0-50 26.1%

28. 51-100 28.6%

29. 101-150 19.7%

30. >150 25.7%.2 .1 0 0 50 100 200 300 400 500 Number of Tobacco Occurrences Seen

31. Tried Smoking (percent)

32. Tried Smoking (percent) Tried Smoking (percent)

33. 101-150 0-50 51-100 > 150 40 35 30 25 grade 5 grade 6 Percent Tried Smoking 20 grade 7 grade 8 15 10 5 0 Exposure to movie tobacco use

39. * Adjusted for sociodemographics, social influences, child characteristics and parenting characteristics.

40. Exposure to tobacco scenes DOUBLES your risk of future addiction

41. those with nonsmoker parents are at greater risk

42. Solution?

43. www.smokefreemovies.ucsf.edu

44. “I believe films always mirror society; what film makers are trying to do is to document what’s happening in society… I think that if people are going to be influenced to start smoking or smoke cigarettes as a consequence of watching motion pictures or television, then they probably need more help than anyone can give them.”– Director/producer

45. “The medium is the message, and the message would be right — part of the show. How different from being the Corporate Moneybags or pushing samples in the lobby. It's the difference between B&W [Brown and Williamson Tobacco] doing commercials in movie houses and Marlboro turning up in the movies.“Pull, not push. Nobody tells them the 'answer,' they just know. Not 'why are you smoking that?' but 'I saw that video — can I try one?' If they feel like wearing the badge, they'll buy it. Like magic.”– RJR Marketing Executive (1984)

47. 13 Going on 30 16 Blocks 28 Days Later 3:10 to Yuma 40 Year-Old Virgin, The Abandon Akeelah and the Bee Alex & Emma American Dreamz Amityville Horror, The An American Haunting Anacondas: The Hunt for the Blood Orchid Annapolis Antwone Fisher Arthur and the Invisibles August Rush Austin Powers in Goldmember Baby Mama Babylon A.D. Bangkok Dangerous Barbershop Barnyard: The Original Party Animals Bee Movie Benchwarmers, The Bend it Like Beckham Bewitched Big Fat Liar Big Fish Blades of Glory Borat! Bourne Supremecy, The Bringing Down the House Bulletproof Monk Calendar Girls Catch and Release Cellular Changing Lanes Christmas with the Kranks Chronicles of Narnia: The Lion, the Witch and the Wardrobe, The Cold Mountain Comebacks, The Covenant, The Curious George Da Vinci Codes, The Daddy Day Care Dark Knight, The Dark Water Darkness Date Movie

48. Dead Silence Delta Farce Descent, The Dickie Roberts: Former Child Star Disaster Movie Dodgeball: A True Underdog Story Doom Drillbit Taylor Drumline Duchess, The Dumb and Dumberer: When Harry Met Lloyd E.T. Eight Crazy Nights Eight Legged Freaks Elf Elizabeth: The Golden Age Elizabethtown Eurotrip Exorcism of Emily Rose, The Expelled: No Intelligence Allowed Express, The Eye, The Fahrenheit 9/11 Fantastic Four Fever Pitch First Sunday Flushed Away Flyboys Fool's Gold Four Christmases Fracture Freedomland Friday After Next Friday Night Lights Friends with Money

49. Georgia Rule Get Smart Ghost Town Gone Baby Gone Good Girl, The Gothika Gridiron Gang Grudge, The Guy Thing, A Halloween: Resurrection Harold & Kumar Escape from Guantanamo Bay Haunted Mansion, The Haunting of Molly Hartley Head of State Heartbreak Kid, The Hitchhiker's Guide to the Galaxy, The Home on the Range Hot Chick, The Hot Rod House of 1000 Corpses How to Deal Hunted, The I Now Pronounce You Chuck and Larry I Spy I, Robot In Her Shoes In-Laws, the Interpreter, The Intolerable Cruelty Invisible, The Island, The It Runs In the Family Italian Job, The Jackass Jeepers Creepers 2 Johnny English Just Married Knocked Up Larry the Cable Guy: Health Inspector Last Holiday Last House on the Left, The

50. League of Extrodinary Gentlemen Legally Blonde: Red, White $ Blonde Little Man Little Miss Sunshine Lord of the Rings: The Two Towers Love Actually Lucky Number Slevin Lucky You Made of Honor Madea's Family Reunion Maid in Manhattan Man of the House Martian Child Max Payne Medallion, The Meet the Browns Meet the Fockers Meet the Robinsons Minority Report Missing, The Mission: Impossible III Mist, The Mr. & Mrs. Smith Mr. Bean's Holiday Mr. Brooks My Big Fat Greek Wedding My Super Ex-Girlfriend Nancy Drew Nanny Diaries, The National Treasure: Book of Secrets Nick and Norah's Infinite Playlist Night Listener No Country for Old Men Norbit Not Easily Broken P.S. I Love You Perfect Score, The Peter Pan Phantom of the Opera, The Pink Panther, The Pirates of the Caribbean: Dead Man's Chest Poseidon Premonition Pride and Prejudice Prime Primeval Protector, The Queen of the Damned Recruit, The Red Dragon Red-Eye Reign Over Me Religulous Resident Evil: Extinction Robots Saw IV Saw V School for Scoundrels Secret Life of Bees, The Seed of Chucky

51. Sentinel, The Serenity Sex Drive Shark Tale Shoot 'Em Up Showtime Sicko Signs Silent Hill Slither Something New Speed Racer Spirit: Stallion of Cimarron SpongeBob SquarePants Movie, The Star Wars: Episode II Attack of the Clones Stardust Street Fighter: The Legend of Chun-Li Super Size Me Superhero Movie Suspect Zero Sweeney Todd: The Demon Barber of Fleet Street Sweetest Thing, The Swimfan Taken Terminal, The Texas Chainsaw Massacre, The Texas Chainsaw Massacre, The: The Beginning Thank You for Smoking Transporter 2 Transporter 3 Treasure Planet Tuck Everlasting Turistas Underdog Underworld Underworld: Evolution Undisputed Unfaithful Unleashed Vacancy Van Wilder

52. Vanity Fair View From the Top Village, The Visitor, The Walking Tall Wanted Wedding Crashers Welcome to Mooseport What A Girl Wants Wicker Man, The Wicker Park Woman Thou Art Loosed Women, The Wrong Turn X-Files: I Want to Believe, The X-Men: The Last Stand You Don't Mess with the Zohan You Got Served Zack and Miri Make a Porno