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Smoke
Free Movies has launched a series of print advertisements
in Variety and other publications. This advertisement
first ran on December 21, 2010 in Variety.
One
in a Series
“Interviewer: Was that an ad-libbed
moment or do you have some sort of brilliant product
placement deal in place with the Famous Amos cookies
people? Steven Antin: [Laughs] Gosh, we so didn’t!
There are so many things in this movie that make me
wonder if I’m going to benefit from any of it.”*
Does that include the twenty other
national brands mentioned or showcased in Burlesque?
How about Stanley Tucci’s gruff-but-endearing
character smoking in half his scenes, reinforcing tobacco
industry campaigns targeting the LGBT community?
Isn’t it enough that California
taxpayers will shell out $7.2 million to subsidize this
PG-13 movie’s production, according to the California
Film Commission?
Publicity around Burlesque makes clear
that its writer-director and his team paid obsessive
attention to detail, from the dancing to the brand-name
dropping dialogue.
Producers and distributors, in this
instance De Line and Sony, also pay attention if someone
else’s intellectual property shows up on screen.
Did they make exceptions for a flashed Famous Amos or
a quickie Camel logo?
Other movies have displayed tobacco
trademarks this year: The Sorcerer’s Apprentice
(Newport: PG, Disney) and For Colored Girls (Marlboro:
R, Lionsgate). And teasing tobacco brands is nothing
new. The tobacco industry’s own documents show
it has a history of spending millions to get its products
and signage into hundreds of American films.
The difference in 2010? State taxpayers
across the country are now forced to foot the bill for
films that recruit new young smokers — and even
spotlight tobacco brands.
This could put all film tax credits
at risk. Encourage regulators to take a harder look
at product placement. And lead national advertisers
to question if they want to keep getting upstaged by
smoking in kid-rated movies.
Solutions are simple. Studios know it. Time for action.
IMAGE: Production number from film
The Bigger Tease? Brands in Burlesque
Brand
Reference Company
Camel
Outdoor
ad British
American Tobacco (UK)
Chase
Outdoor ad JP
Morgan Chase (NY); Sony’s depository bank
Cheerios Tess’s
dialogue General
Mills (Minnesota)
Cocoa Puffs Sean’s
dialogue General
Mills (Minnesota)
Coldwell Banker Outdoor ad Realogy
Corp. (New Jersey)
Dewar’s
Markus orders Bacardi
Limited (Bermuda)
Dom Pérignon Ordered
at bar MHLV
SA (France)
Dos Equis Jack
holds bottle Heineken
NV (Netherlands)
Famous Amos Jack
holds a box Kellogg
Company (Michigan)
over
his genitals
Alexis’ dialogue Mast-Jägermeister
AG (Germany)
KitchenAid Jack’s
coffee mill (CU)
Whirlpool Corp. (Michigan)
L.A. Times Markus’s
dialogue, Tribune
Company (Chicago); permission listed in credits
banner
displayed
Louboutin Ali
covets shoes Christian
Louboutin LLC (NY)
Michelob
Neon sign in “Iowa” AB
InBev (Belgium)
Oreo
Sean’s dialogue Kraft
Foods (Chicago)
Patrón Tequila Dialogue,
bar, wedding Patrón Spirits Int’l
AG (Swiss)
Sony Jack’s
camera Sony
Corporation (Japan)
Swarovski Crystal
sparklers D.
Swarovski & Co. (Austria); acknowledged in credits
Triumph T100 Jack’s
motorcycle Triumph
Motorcycles Ltd (UK)
Ultimat Vodka Case
on bar Patrón
Spirits Int’l AG (Swiss)
Wild Turkey Jack
carries case Gruppo
Compari (Italy)
* From “The Movieline Interview,”
by Jen Yamato, Nov. 23, 2010. www.movieline.com/2010/11/steven-antin-talks-burlesque-cher-and-discovering-ian-somerhalder
Smoke
Free Movies
Smokefreemovies.ucsf.edu
Smoking
in movies kills in real life. Smoke Free Movie policies—the
R-rating, certification of no payoffs, anti-tobacco
spots, and an end to brand display—are endorsed
by the World Health Organization, American Medical Association,
AMA Alliance, American Academy of Pediatrics, American
Heart Association, American Lung Association, Americans
for Nonsmokers’ Rights, American Public Health
Association, Campaign for Tobacco-Free Kids, Legacy,
Los Angeles County Dept. of Health Services, New York
State Dept. of Health, New York State PTA, and many
others. Visit our web site or write: Smoke Free Movies,
UCSF School of Medicine, San Francisco, CA 94143-1390.
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