Philip Morris USA and smoking scenes in movies

Philip Morris and smoking scenes in movies... directed at youth.
LISTEN

Philip Morris USA is asking Hollywood not to put its products on the big screen, citing studies that have shown cinematic portrayals of tobacco use can entice children to smoke.

Philip Morris says that it will run advertisements in Daily Variety, the Hollywood Reporter and other trade publications imploring moviemakers: "Please Don't Give Our Cigarette Brands a Part in Your Movie."

The ad campaign begins this week and will last several months, Philip Morris spokesman David Sutton said. He said the initiative was conceived after meetings with entertainment industry representatives.

But Matt Myers, president of the Campaign for Tobacco-Free Kids, said the industry has been unmoved by previous appeals to shield children from smoking scenes.

"Hollywood has ignored the very serious problem that smoking in the movies contributes to youth tobacco use," said Myers, adding that "the problem goes beyond which brands are shown."

Sutton said Philip Morris has long denied all requests for permission to show its brands -- including top-selling Marlboro cigarettes -- in movies intended for general audiences. However, he acknowledged that moviemakers are not required to seek permission.

Stanton Glantz, head of the Center for Tobacco Control Research and Education at the University of California at San Francisco, dismissed the ad campaign as a public relations ploy.

Glantz said that instead of threatening to sue over the use of their brands in movies, Philip Morris officials are saying, " 'Aw, shucks, we really wish you wouldn't show our products on screen.' "

Glantz, a professor of medicine and leading critic of smoking in movies shown to children, said that even if Philip Morris brands are not shown, the company will benefit from smoking scenes because Marlboro is the leading brand among adolescents.

A study published last year in the medical journal Pediatrics is one of several that have shown that children exposed to smoking in the movies are more likely than their peers to start using tobacco. Philip Morris cites that study and two others in its ads.

Attempts to reach Motion Picture Association of America spokesmen for comment were unsuccessful. However, industry representatives have said that while they don't want to encourage youth smoking, filmmakers' freedom of speech in storytelling must be preserved.

Myers and other antismoking activists believe the movie rating system should be amended to require an "R" rating for films that show a lot of tobacco use, which he contended is more damaging to children than scenes containing sex, violence and foul language.

"To the best of my knowledge, nobody's ever died from hearing a four-letter word," Myers said.

Here is the text of the Philip Morris Press Release:

Philip Morris USA Asks "Please Dont Give Our Cigarette Brands a Part in Your Movie" RICHMOND, VA (November 14, 2006) - Philip Morris USA (PM USA) is asking entertainment industry decision-makers to voluntarily eliminate the use of its products from their productions with a new trade print advertising campaign. Designed to raise awareness of PM USA's positions on product placement and the use of its brand imagery, the campaign also encourages the industry to reduce or eliminate smoking scenes in movies directed at youth. Movies have the power to amuse, delight, teach and inspire. However, some studies suggest they may also influence a childs decision to smoke," [1],[2],[3] said Jennifer Hunter, vice president, Youth Smoking Prevention and Cessation Support for Philip Morris USA. Philip Morris USA does not want its brands or brand imagery depicted in movies and television shows. Since 1990, Philip Morris USA's policy has been to deny all requests for permission to use or display its brands in movies and television shows intended for general audiences. Philip Morris USA is an operating company of Altria Group Inc (NYSE:MO). [1] Sargent, J.D., Beach, M.L., et al. (2005). Exposure to movie smoking: Its relation to smoking initiation among US adolescents. Pediatrics, 116,1183-1191. [2] Sargent, J.D., Dalton, M.A., et. al. (2002). Viewing tobacco use in movies: Does it shape attitudes that mediate adolescent smoking? American Journal of Preventive Medicine, 22(3), 137-145. [3] Pechmann, C., and Shih, C. (1999). Smoking scenes in movies and antismoking advertisements before movies: Effects on youth. Journal of Marketing, 63, 1-13.   Press Contact Philip Morris USA Media Relations (804) 484-8897 Email Media Relations Philip Morris USA assumes no obligation to update, correct or otherwise modify any of these communication materials. We recommend that you view the most recent press releases and statements in order to receive the most current information.

Receive News By Email Sign up for email delivery of press releases and other information on topics you choose. Current subscribers, login to change preferences.

Philip Morris press release & ad displays:

Philip Morris USA Asks "Please Dont [sic] Give Our Cigarette Brands a Part in Your Movie"
http://philipmorrisusa.com/...
Please don’t give our cigarette brands a part in any movie.
Movies should inspire kids to be heroes. Not smokers.
http://philipmorrisusa.com/...

Comments

[viagra online]

Lighting a fire is only half the battle. The way you build a fire - that is, how you arrange the wood - can affect how long the fire will last and the amount of heat it'll give off during that time. This article will provide an overview of "fire architecture" so you can build the perfect fire for your circumstances.