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THE GOLDEN ERAIn the 50’s and 60’s what was it In the 50’s and 60’s what was it that made the stars of the silver that made the stars of the silver

screen seem so glamorous?screen seem so glamorous?

Prop-eranda?Cigarettes were the perfect prop to develop a character’s personality on screen.

James Dean- Rebel Without a Cause

Audrey Hepburn- Breakfast at Tiffany’s

Bette Davis- All About Eve

Vivian Leigh- A Street Car Named Desire

And it continues …

The use of cigarettes as a prop has endured decades …

Julia Roberts- My Best Friends Wedding

Brad Pitt- Fight Club

Cameron Diaz- Charlie’s Angels

Worm Guys- MIB II

Product Placement

Golden Eye- BMW Z3 Roadster

Spiderman- Terminix

Gold Member- Mini Cooper

MIB II- Burger King

                                

                          

                               

TobaccoMIB II- MIB II- Marlboro

Road to Perdition- Lucky Strike

Training Day- Newport

There’s Something About Mary- Kool

Question?

How is it that Burger King is willing to shell out $15 million for the same airtime Marlboro supposedly got for free?

Subliminal Measures

“Film is better than any commercial that has been run

on television or in any magazine, because the

audience is totally totally unawareunaware of any sponsor

involvement.” Robert Richards, President of Productions, Inc in 1972

Hidden Payments"Recently there have been a

number of high-visibility feature films in which one or more of the

central characters smoke a particular brand of cigarettes. This

has been happening because cigarette manufacturers have been

paying for the exposure."

Letter written to B&W from its PR firm in 1982

Product Placement

“For a monthly fee, Rogers and Cowan will arrange to obtain placement of RJR

products, packages, and advertising in films through smoking scenes in which

actors are shown smoking … Film placement of RJR brands will create favorable imagery and presence as advertising restrictions intensify.”

A 1990 agreement between RJR International and its PR firm

How Tobacco Woos Hollywood

Hires PR Firms to place products in films 1981

Sends cartons of cigarettes to the hottest celebrities 1981

Sends cars, money and jewelry to thank celebrities for using tobacco products in their films 1972-1989

Creates verbal and non-verbal contracts between themselves and movie studios, producers and celebrities 1972-1989

BIG TOBACCO:

RJ Reynolds Paid to have their products in specific movies and have them smoked by specific actors

Took great interests in what rival tobacco company was doing to get Marlboros on screen

Sent monthly mailings of free cigarettes to 188 actors and celebrities who smoke in order to get them to light up on screen

Completed a mailing to female celebrities inviting them to try the new More Lights 100’s

Philip Morris Provided free cigarettes for use in “adult films” such as Who Framed Roger Rabbit?, Grease and Die Hard

Paid Superman II producers $43,000 to include Marlboro in a movie

Studios, including Fox, solicited money from Philip Morris to put smoking on screen

Bragged about placing their product in over 191 movies between 1978 and 1988, including The Muppet Movie

Brown & Williamson

Arranged to pay Sylvester Stallone $500,000 in 1983 to use its cigarettes in at least five movies

Kept a “second set of books” for money that was supposed to spent on product placement in movies

Released cinema advertisements that ran before previews in 1983, which also ran before Disney’s animated film Snow White

Hands UpIn 1989 congress began to

question the tobacco industry’s marketing

practices relating to tobacco product placement. BIG

TOBACCO DENIES EVERYTHING …

Denial“Tobacco companies do not

encourage smoking scenes in movies. They never request

changes, and have never been given the right to make changes to any film.”

Charles Whitely of the Tobacco Institute, July 7, 1989

Denial“[Brown and Williamson] did not know of any situation in which it caused a smoking

scene to appear in a movie or television program since

1979.”

B&W’s Response to Congress

Pressure takes over

“No payment shall be made by any cigarette manufacturer or any agent

thereof for the placement of any cigarettes, cigarette packages, or

cigarette advertisements as a prop in any movie produced for viewing by

the general public.”

Marketing Code: Philip Morris; March 1993

Truth? 9 out of 10 Hollywood films in the 90’s included the use of tobacco

In the 90’s, Tobacco was used once every three to five minutes and increased to once every 10-15 minutes in movies from the 70’s and 80’s

Between 1988 and 1997, 20% of movies rated for children contained smoking instances

Brand exposure through actor use increased from 1% before the industry's voluntary restriction on product placement to 11% afterward

MSA“No Participating Manufacturer may … make or

cause to be made, any payment or other consideration to any other person or entity to

use, display, make reference to or use as a prop any Tobacco Product, Tobaccos Product package, advertisement for a Tobacco Product or any other item baring a brand name in any motion picture,

television show, theatrical production or other live performance, live or recorded performance

of music, commercial film or video, or video game…”

National Association of Attorneys General. Master Settlement Agreement. 1998.

DepictionHollywood Breakdown Real Life Breakdown

57% of Leading Characters smoke

14% of people smoke with a similar social background

30% of movie smokers were upper class

18% of upper class Americans smoke

49% of movie smokers were middle class

27% of middle class Americans smoke

21% of movie smokers were from lower socioeconomic class

33% of lower class Americans smoke

Smoking Guns In 1998, 74% of leading characters smoked

Men

Women

Ethnicities

How does this affect us?

Teens idolize stars as trend setters and begin to imitate their actions

Teens whose favorite stars smoke are 16 times more likely to develop positive feeling toward smoking

Teens who view lots of smoking in movies are 2½ times more likely to start smoking

Time for a Reality Check

Is Big Tobacco the real Hollywood Player?

Objectives Create awareness among teens of how smoking is portrayed in movies

Educate youth on the tobacco industry’s involvement with Hollywood

Bring about a change in the way people, especially teens, view smoking in future movies

Persuade Hollywood to accurately reflect the percentage of smokers in films to portray smokers in real life, as well as implore that they realistically portray the health effects of smoking in films

Here’s How Edumacate Hollywood

Rental Pops

Unscripted

Stomp

EZ Weezy

Youth Action Project Report and Reality Check After Party

Edumacate Hollywood

Goal: 2,000 letters from each county

BACKBONE OF THE INITIATIVE

Write letters to:

Local movie theaters

MPAA

Celebrities

Collect petitions

Create public awareness slide

Rental Pops Goal: Place more than 1,000 palm cards in movie cases

Insert Palm Cards in movie cartridges with high smoking prevalence in video stores

Targeted movies:

MIB II

XXX

Sum of All Fears

Unscripted Goal: To include your column and Smoke Free Ads in your local publications

Rate and watch latest flicks

Work with local media sources

Create movie column

Stomp Goal: Educate youth about the relationship between Big Tobacco and Hollywood

Movie night

Create a flyer

Movies to focus on:

MIB II

XXX

EZ Weezy Goal: To send more than 5,000 email letters per county to Hollywood

Visit www.smokefreeair.org

Draft letters

Organize Reality Check members

Send out e-mail blast

Reality Check After Party

Goal: To organize a celebration and to get county-wide press coverage

A county-wide press conference to release your findings and your Youth Action Project Report

A creative and awesome event that highlights your efforts for the Youth Action Project and celebrates its success

Sessions

Edumacate Hollywood

Rental Pops EZ Weezy

Unscripted Stomp

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EXPOSED