Smoke Free Movies: Brand Identification

Amount of smoking in each studio's films

Share of tobacco brand displays (1990-2004)		Displays in films rated G/PG/PG-13	Philip Morris’ share of displayed brands
Time Warner	24%	29% (8 of 28)	71% (20 of 28)
Sony	23%	48% (13 of 27)	67% (18 of 27)
Disney	14%	24% (4 of 17)	82% (14 of 17)
Viacom	13%	47% (7 of 15)	87% (13 of 15)
News Corp	11%	62% (8 of 13)	54% (7 of 13)
GE	8%	50% (5 of 10)	80% (8 of 10)
Indies	8%	22% (2 of 9)	50% (5 of 9)
TOTAL	100%	44% (52 of 119)	71% (85 of 119)
Percentages may not sum to 100 due to rounding. Note: PM claims 50% of the domestic and 37% of the world cigarette market.

From 1990 to 2005, at least 148 U.S. motion pictures have displayed tobacco brands. Altogether, these brands — often in the hands of stars — have been seen at least 1.8 billion times in theaters and at least twice that often on video. Seventy-five percent of the time, the brands belonged to Philip Morris. Seven out of ten times, the brand on display was Marlboro.

Philip Morris, Time Warner, Sony dominate brand display.

Under Congressional pressure, in 1990 tobacco companies promised not to pay for product placement. The pledge became legally binding in 1998’s Master Settlement Agreement between large tobacco firms and top law enforcement officials. Despite this, 94 percent of tobacco brand appearances in top-grossing movies after 1990 look just like paid product placements documented before 1990 — brands from competing companies are kept off-screen.

Independent films with smaller art-house audiences show few tobacco brands. Ninety percent are in movies from major studios, reaching hundreds of millions of viewers around the world.

Of particular interest to law enforcement officials mandated to enforce agreements against displaying tobacco brands in venues and entertainment accessible to young people? More than forty percent of tobacco brand appearances since 1990 have been in movies rated G, PG, and PG-13.

It smells like team spirit.

Before 1990, tobacco companies publicly claimed that they passively responded to requests for tobacco branding, signage, and other imagery. They lied. Internal documents show they invested millions of dollars with product placement agents to get their brands on screen.

Today tobacco giants like Philip Morris claim their brands are used in films without their permission. Unless prodded by law enforcement, however, they do not complain to studios. They have also recently sent public signals to Hollywood that they won’t pursue trademark enforcement action.

Major studios, for their part, treat tobacco trademarks in a unique way — neglecting to “clear” the tobacco industry’s intellectual property rights as required by stringent insurance policies and the studios’ own distribution contracts.

Brand appearances in movies are of great value to tobacco companies eager to attract new smokers to "starter” brands like Marlboro and Camel. On-screen brands may also play a role in battles for market share in the growing economies of Eastern Europe and Asia. U.S. researchers also find that movies showing tobacco brands are significantly more likely to include smoking scenes in their TV ad campaigns, undermining the 35-year ban on TV advertising of tobacco.

But tobacco control experts emphasize that, branded or unbranded, ANY smoking on screen has a powerful recruitment effect. In fact, just 5% of G/PG/PG-13 movies with tobacco use and 9% of R-rated movies with tobacco use since 1999 show a brand. From a commercial point of view, Philip Morris and BAT, companies with the largest market shares, benefit the most if Hollywood keeps smoking provocative, attractive and ubiquitous to young audiences — even if their brands never show up on screen.

Tobacco brand display in top-grossing movies (1990-2005)
Year	Title	Rating	Company	Actor	Brand
2005	Good Night and Good Luck	PG	Time Warner	-	Kent
2005	Beauty Shop	PG-13	Sony	-	Kool
2005	Red-Eye	PG-13	Viacom	-	Monte Cristo (cigars)
2005	Fun with Dick and Jane	PG-13	Sony	-	Camel
2005	Everything is Illuminated	PG-13	Time Warner	Elijah Wood	Marlboro
2005	Memoirs of a Geisha	PG-13	Sony	-	Lucky Strike
2005	Longest Yard	PG-13	Viacom	Chris Rock	Marlboro
2005	Prime	PG-13	GE	-	Newport
2005	King's Ransom	PG-13	Time Warner	-	Newport King 100s
2005	Into the Blue	PG-13	News Corp.	Scott Caan	Cohiba (cigars)
2005	Bad News Bears	PG-13	Viacom	-	Marlboro
2005	Ice Harvest, The	R	GE	-	Doral
2005	Unleashed	R	GE	-	Marlboro
2005	Lord of War	R	Lionsgate	-	Kool
2005	History of Violence, A	R	Time Warner	-	Winston
2005	Sideways	R	News Corp.	-	Marlboro
2005	Domino	R	Time Warner	Keira Knightly	Marlboro
2005	Hustle and Flow	R	Viacom	Terrence Howard	Marlboro
2005	Weather Man, The	R	Viacom	-	Marlboro
2005	Two for the Money	R	GE	-	Marlboro
2005	Get Rich or Die Tryin'	R	Viacom	-	Winston
2005	North Country	R	Time Warner	Thomas Curtis	Carnival
2005	Derailed	R	Weinstein Company	Clive Owen Vincent Cassel	Camel
2005	Constant Gardiner	R	General Electric	Donald Sumpter	Marlboro
2005	Constantine	R	Time Warner	-	Marlboro
2005	The Jacket	R	Time Warner	Keira Knightley (Winston) Adrien Brody (Lucky Strike, Kool)	Winston, Lucky Strike, Kool
2004	Godsend	PG-13	Lions Gate	-	Merit
2004	Alfie	R	Viacom	Jude Law	Marlboro
2004	Secret Window	PG-13	Sony	Johnny Depp (L&M) John Turturro (Pall Mall)	L&M, Pall Mall
2004	Twisted	R	Viacom	Samuel L. Jackson	Marlboro
2003	Secondhand Lions	PG	Time Warner	-	Beechnut
2003	Runaway Jury	PG-13	News Corp.	-	Marlboro
2003	Mona Lisa Smile	PG-13	Sony	-	Camel
2003	Uptown Girls	PG-13	Sony	Brittany Murphy	American Spirit
2003	Matchstick Men	PG-13	Time Warner	Nicholas Cage	Tareyton
2003	The Fighting Temptations	PG-13	Viacom	Cuba Gooding, Jr.	Montecristo
2003	Confessions of a Dangerous Mind	R	Disney	Sam Rockwell	Marlboro
2003	Old School	R	DreamWorks	-	Marlboro
2003	Confidence	R	Lions Gate	Andy Garcia	Marlboro
2003	The Real Cancun	R	News Corp.	-	Camel
2003	Basic	R	Sony	John Travolta	Skoal
2003	Mystic River	R	Time Warner	Tim Robbins	Marlboro, Winston, Newport, Kool, Basic, Doral
2003	Terminator 3	R	Time Warner	-	Marlboro, Winston, Camel
2003	Better Luck Tomorrow	R	Viacom	-	Marlboro
2002	The Ring	PG-13	DreamWorks	-	Camel
2002	The Bourne Identity	PG-13	GE (Universal)	-	Marlboro
2002	Life or Something Like It	PG-13	News Corp.	Angelina Jolie	Camel
2002	Men in Black II	PG-13	Sony	Space Aliens	Marlboro
2002	The Sum of All Fears	PG-13	Viacom	-	Marlboro, Camel
2002	In the Bedroom	R	Disney	Sissy Spacek	Marlboro
2002	Cabin Fever	R	Lions Gate	James DeBello	Marlboro
2002	Lovely and Amazing	R	Lions Gate	Emily Mortimer	Marlboro
2002	Hart's War	R	Sony	-	Lucky Strike, Camel
2002	City by the Sea	R	Time Warner	James Franco	Newport
2002	Femme Fatale	R	Time Warner	Antonio Banderas (Marlboro) Rebecca Romijn-Stamos (Winston, Camel)	Marlboro, Winston, Camel
2001	A Beautiful Mind	PG-13	GE (Universal)	Russell Crowe	Winston
2001	Birthday Girl	R	Disney	-	Marlboro
2001	High Heels and Low Lifes	R	Disney	-	Parliament
2001	The Royal Tenenbaums	R	Disney	-	Sweet Aftons
2001	Spy Game	R	GE (Universal)	-	Marlboro
2001	Traffic	R	GE (Universal)	-	Marlboro
2001	Baby Boy	R	Sony	-	Kool
2001	Black Hawk Down	R	Sony	-	Camel
2001	Blow	R	Time Warner	-	Camel
2001	Knockaround Guys	R	Time Warner	-	Marlboro
2001	Swordfish	R	Time Warner	-	Winston
2001	Training Day	R	Time Warner	-	Kool
2001	Along Came a Spider	R	Viacom	Monica Potter	Marlboro
2000	Gone in Sixty Seconds	PG-13	Disney	-	Marlboro
2000	Big Momma's House	PG-13	News Corp.	-	Virginia Slims
2000	The Perfect Storm	PG-13	Time Warner	-	Marlboro
2000	Eye of the Beholder	R	Destination	Ashley Judd Genevieve Bujold Ewan McGregor	Gitanes
2000	The Ninth Gate	R	Lions Gate	Johnny Depp	Lucky Strike
2000	How to Kill Your Neighbor's Dog	R	Millennium	-	Players
2000	Me, Myself & Irene	R	News Corp.	Jim Carrey	Marlboro
2000	Crush	R	Sony	-	Marlboro
1999	Bringing Out the Dead	R	Disney	Nicholas Cage Particia Arquette	Marlboro
1999	Summer of Sam	R	Disney	John Leguizamo Michael Rispoli Adrien Brody Saverio Guerra Brian Tarantina	Marlboro
1999	Girl, Interrupted	R	Sony	Angelina Jolie (Marlboro, Gauloises) Jeffrey Tambor (Marlboro) Clea DuVale (Marlboro) Winona Rider (Gauloises)	Marlboro, Gauloises
1999	Eyes Wide Shut	R	Time Warner	-	Marlboro
1998	Sliding Doors	PG-13	Disney	Gwyneth Paltrow	Marlboro
1998	Can't Hardly Wait	PG-13	Sony	Jenna Elfman	Marlboro
1998	Godzilla	PG-13	Sony	-	Marlboro
1998	Celebrity	R	Disney	Winona Ryder	Marlboro
1998	Rounders	R	Disney	Famke Janssen	Marlboro
1998	Great Expectations	R	News Corp.	Ethan Hawke Gwyneth Paltrow	Kool
1998	Snake Eyes	R	Viacom	Nicholas Cage	Marlboro
1998	Twilight	R	Viacom	Paul Newman Susan Sarandon	Marlboro
1997	Vegas Vacation	PG	Time Warner	-	Marlboro
1997	Titanic	PG-13	News Corp.	Barry Jason	Marlboro
1997	Volcano	PG-13	News Corp.	-	Marlboro
1997	Men in Black	PG-13	Sony	Space Aliens	Marlboro
1997	My Best Friend's Wedding	PG-13	Sony	Julia Roberts	Marlboro
1997	In & Out	PG-13	Viacom	-	Marlboro
1997	Copland	R	Disney	-	Marlboro
1997	The Jackal	R	GE (Universal)	-	Marlboro
1997	The Devil's Advocate	R	Time Warner	-	Marlboro
1996	One Fine Day	PG	News Corp.	-	Marlboro
1996	First Wives Club	PG	Viacom	Goldie Hawn	Marlboro
1996	Mission Impossible	PG-13	Viacom	-	Dunhill
1996	Ransom	R	Disney	Evan Handler	Marlboro
1996	Striptease	R	Sony	-	Marlboro
1996	Eraser	R	Time Warner	James Caan	Marlboro
1996	Sleepers	R	Time Warner	-	Marlboro
1995	Bridges of Madison County	PG-13	Time Warner	Clint Eastwood	Camel
1995	Apollo 13	PG	GE (Universal)	Ed Harris	Chesterfield, Camel
1995	The Net	PG-13	Sony	-	Newport
1995	Casino	R	GE (Universal)	-	Marlboro
1995	Ballistic	R	Imperial	Antonio Banderas	Marlboro
1995	Get Shorty	R	Sony (MGM)	Martin Ferrero Jacob Vargas Gene Hackman	Marlboro
1995	Under Siege 2	R	Time Warner	-	Marlboro
1994	Angels in the Outfield	PG	Disney	-	Marlboro
1994	It Could Happen To You	PG	Sony	-	Marlboro
1994	Quiz Show	PG-13	Disney	-	Camel
1994	The Shadow	PG-13	GE (Universal)	-	Llama
1994	The Chase	PG-13	News Corp.	Charlie Sheen	Marlboro
1994	Stargate	PG-13	Sony (MGM)	Alexis Cruz	Marlboro
1994	Forrest Gump	PG-13	Viacom	-	Marlboro
1994	A Low Down Dirty Shame	R	Disney	-	Kool
1994	True Lies	R	News Corp.	--	Lucky Strike
1994	Interview With a Vampire	R	Time Warner	Charlie Sheen	Marlboro
1994	Natural Born Killers	R	Time Warner	Juliette Lewis Tom Sizemore	Marlboro
1994	The Specialist	R	Time Warner	-	Lucky Strike
1993	Sandlot	PG	News Corp.	-	Big Chief
1993	A Perfect World	PG-13	Time Warner	-	Lucky Strike
1993	Loaded Weapon	PG-13	Time Warner	-	Marlboro
1993	Made in America	PG-13	Time Warner	-	Marlboro
1993	Menace II Society	R	Time Warner	-	Marlboro
1993	The Firm	R	Viacom	-	Marlboro
1992	Malcolm X	PG-13	Time Warner	-	Lucky Strike
1992	The Hand That Rocks the Cradle	R	Disney	Julianne Moore Matt McCoy	Marlboro
1992	Basic Instinct	R	Lions Gate	-	Marlboro Light
1992	Husbands and Wives	R	Sony	Mia Farrow	Marlboro
1992	Final Analysis	R	Time Warner	-	Marlboro
1992	Patriot Games	R	Viacom	-	Camel
1991	My Girl	PG	Sony	-	Salem
1991	City Slickers	PG-13	Sony (MGM)	-	Red Man
1991	Regarding Henry	PG-13