how hollywood

helps hook us

what an act:

Mark E. Woods, MPPM, MSW, LSW, TTS-C

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.”

74%

u.s. movies 2002

smok-ing

Big Tobacco has a history of lying.

Hollywood has a history of pretending, too.

Smoking does not reflect reality.

“We believe that mostof the strong, positive images for cigarettes and smoking are created by cinema andtelevision…. 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

“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

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

dose & content

Dose & Target

21% 74%

Percent of Movie Time with Tobacco Use0 2 5 10 20 40

0

.1

.2

.3

.4

.5

removing it would affect only 5% of the movie

3 Movies per Week150 Movies per Year

An R rating reduces the likelihood that a teen will see a movie …

D istribution for the percent of adolescents w ho had seen m oviesby M PA A rating. G =23, PG = 120, PG -13 = 186, R = 272

.0

10

2 0

3 0

4 0

5 0

6 0

7 0

8 0

9 0

100

G P G PG-13 R

Per

cent

of A

dole

scen

ts S

eein

g M

ovie

Movie Rating

Per

cen

t se

ein

g th

e m

ovie

40%

11%

17%

12%

20%

Brand Placement

MarlboroCamelWinstonLucky StrikeOther

Number of tobacco occurrences seen– 0-50 26.1%– 51-100 28.6%– 101-150 19.7%– >150 25.7%

Number of Tobacco Occurrences Seen

0 50 100 200 300 400 500

0

.1

.2

Exposure to Tobacco Use in Movies and Adolescent Smoking

0

5

10

15

20

25

30

35

0-50 51-100 101-150 >150

Occurrences of Tobacco Use Viewed

Trie

d Sm

okin

g (p

erce

nt)

Grade In School and Smoking

0

5

10

15

20

25

30

Grade 5 Grade 6 Grade 7 Grade 8

Exposure to Tobacco Use in Movies and Adolescent Smoking

0

5

10

15

20

25

30

35

0-50 51-100 101-150 >150

Occurrences of Tobacco Use Viewed

Trie

d Sm

okin

g (p

erce

nt)

Trie

d Sm

okin

g (p

erce

nt)

0

5

10

15

20

25

30

35

40

Exposure to movie tobacco use

grade 5grade 6grade 7grade 8

0-50 51-100 101-150 > 150

Perc

ent T

ried

Sm

okin

g

By Sensation Seeking Status

0

5

10

15

20

25

30

35

40

45

0-50 51-100 101-150 > 150

Exposure to Movie Tobacco Use

Per

cent

Try

ing

Smok

ing

LowHigh

By Gender

0

5

10

15

20

25

30

35

0-50 51-100 101-150 > 150

Exposure to Movie Tobacco Use

Per

cent

Try

ing

Smok

ing

FemaleMale

By School Performance

0

10

20

30

40

50

60

70

0-50 51-100 101-150 > 150

Exposure to Movie Tobacco Use

Per

cent

Try

ing

Smok

ing

ExcellentGoodAverageBelow Av

By Parenting Status

0

5

10

15

20

25

30

35

40

0-50 51-100 101-150 > 150

Exposure to Movie Tobacco Use

Per

cent

Try

ing

Smok

ing

NeglectfulIndulgentAuthoritarianAuthoritative

Odds of Trying Cigarettes by Exposure to Movie Tobacco Use

Odds Ratio

Crude Adjusted for Socio-

demographics (and school)

Adjusted for Socio-

demographics &

Other social influences

Adjusted for Socio-

demographics &

Other social influences

& Characteristics of

child/parenting Movie tobacco occurrences seen

0-50 Reference Reference Reference Reference

51-100 3.1 2.5 1.8 1.9

101-150 5.6 4.2 2.6 2.5

>150 9.0 6.5 3.0 2.4

Quartile of Movie Smoking Exposure

Fully Adjusted Relative Risk*

(95% CI) Lowest Second Third Highest

1.00 2.02 (1.27-3.20) 2.16 (1.38-3.40) 2.71 (1.73-4.25)

* Adjusted for sociodemographics, social influences, childcharacteristics and parenting characteristics.

Exposure to tobacco scenes DOUBLES your risk of

future addiction

those with nonsmokerparents are at greater risk

Solution?

www.smokefreemovies.ucsf.edu

“I believe films always mirror society; what film makers are trying to do is to document what’s happening in society… I th ink that i f

people are going to be infl uenced to start smoking or smoke c igarett es as a

consequence of watching moti on pictures or te lev is ion, then they probably need more help than anyone can g ive them .”

– Director/producer

“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)

13 Going on 30 16 Blocks28 Days Later 3:10 to Yuma

40 Year-Old Virgin, The AbandonAkeelah and the Bee Alex & Emma

American Dreamz Amityville Horror, TheAn American Haunting Anacondas: The Hunt for

the Blood Orchid AnnapolisAntwone Fisher Arthur and the InvisiblesAugust Rush Austin Powers in Goldmember

Baby Mama Babylon A.D.Bangkok Dangerous Barbershop

Barnyard: The Original Party Animals Bee MovieBenchwarmers, The Bend it Like Beckham

Bewitched Big Fat LiarBig Fish Blades of Glory

Borat! Bourne Supremecy, TheBringing Down the House Bulletproof Monk

Calendar Girls Catch and ReleaseCellular Changing Lanes

Christmas with the KranksChronicles of Narnia: The Lion, the Witch and the

Wardrobe, TheCold MountainComebacks, TheCovenant, The Curious George

Da Vinci Codes, The Daddy Day CareDark Knight, The Dark Water

Darkness Date Movie

Dead Silence Delta FarceDescent, TheDickie Roberts: Former Child StarDisaster Movie Dodgeball: A True Underdog

StoryDoom Drillbit TaylorDrumline Duchess, The

Dumb and Dumberer: When Harry Met LloydE.T.

Eight Crazy Nights Eight Legged FreaksElf Elizabeth: The Golden Age

Elizabethtown EurotripExorcism of Emily Rose, The Expelled: No

Intelligence Allowed Express, TheEye, The Fahrenheit 9/11Fantastic Four Fever Pitch

First Sunday Flushed AwayFlyboysFool's Gold

Four Christmases FractureFreedomland Friday After Next

Friday Night Lights Friends with Money

Georgia Rule Get SmartGhost Town Gone Baby Gone

Good Girl, TheGothikaGridiron Gang Grudge, The

Guy Thing, A Halloween: ResurrectionHarold & Kumar Escape from Guantanamo Bay

Haunted Mansion, TheHaunting of Molly HartleyHead of State Heartbreak Kid, The

Hitchhiker's Guide to the Galaxy, TheHome on the Range Hot Chick, The

Hot Rod House of 1000 CorpsesHow to Deal Hunted, The

I Now Pronounce You Chuck and LarryI SpyI, Robot

In Her Shoes In-Laws, theInterpreter, The Intolerable Cruelty

Invisible, TheIsland, TheIt Runs In the Family Italian Job, The

Jackass Jeepers Creepers 2Johnny English Just Married

Knocked UpLarry the Cable Guy: Health Inspector

Last Holiday Last House on the Left, The

League of Extrodinary GentlemenLegally Blonde: Red, White $ Blonde

Little ManLittle Miss SunshineLord of the Rings: The Two TowersLove Actually Lucky Number Slevin

Lucky You Made of HonorMadea's Family Reunion Maid in Manhattan

Man of the House Martian ChildMax Payne Medallion, The

Meet the Browns Meet the FockersMeet the Robinsons Minority ReportMissing, The Mission: Impossible III

Mist, The Mr. & Mrs. SmithMr. Bean's Holiday Mr. Brooks

My Big Fat Greek WeddingMy Super Ex-GirlfriendNancy Drew Nanny Diaries, The

National Treasure: Book of SecretsNick and Norah's Infinite PlaylistNight Listener

No Country for Old Men NorbitNot Easily Broken P.S. I Love You

Perfect Score, The Peter PanPhantom of the Opera, The

Pink Panther, The Pirates of the Caribbean: Dead Man's Chest

Poseidon PremonitionPride and Prejudice Prime

Primeval Protector, TheQueen of the Damned Recruit, The

Red Dragon Red-EyeReign Over Me Religulous

Resident Evil: Extinction RobotsSaw IV Saw V School for Scoundrels

Secret Life of Bees, The Seed of Chucky

Sentinel, The SerenitySex Drive Shark Tale

Shoot 'Em Up ShowtimeSicko Signs

Silent Hill SlitherSomething New Speed Racer

Spirit: Stallion of CimarronSpongeBob SquarePants Movie, The

Star Wars: Episode II Attack of the ClonesStardust Street Fighter: The Legend of Chun-Li

Super Size Me Superhero MovieSuspect Zero

Sweeney Todd: The Demon Barber of Fleet StreetSweetest Thing, The SwimfanTaken Terminal, The

Texas Chainsaw Massacre, TheTexas Chainsaw Massacre, The: The Beginning

Thank You for Smoking Transporter 2Transporter 3 Treasure Planet

Tuck Everlasting TuristasUnderdog Underworld

Underworld: Evolution UndisputedUnfaithful Unleashed

Vacancy Van Wilder

Vanity Fair View From the TopVillage, The Visitor, The

Walking Tall WantedWedding Crashers Welcome to Mooseport

What A Girl Wants Wicker Man, TheWicker Park Woman Thou Art Loosed

Women, The Wrong TurnX-Files: I Want to Believe, The

X-Men: The Last StandYou Don't Mess with the Zohan

You Got Served Zack and Miri Make a Porno