Can you name six 2017 movies showing e-cigs?

Johnny Depp ignited the first Hollywood e-cigarette in The Tourist (Sony, PG-13) in late 2010. Since then, nearly two dozen films grossing just under $1 billion at the domestic box office have depicted e-cigs (see table).

Major studio subsidiaries of America's biggest media companies (bold type) released two-thirds of the films and reaped three-quarters of the audience. Fewer than 20 percent of films depicting e-cigs were kid-rated — in US theaters, that is. Films with smoking R-rated in the US for other reasons are often youth-rated in other countries. 

Despite earlier talk by e-cig marketers and Relativity's Ryan Kavanaugh about using Hollywood to promote e-cigarettes, only Blu brand has been displayed on screen. Since Imperial Tobacco acquired the brand in 2015, it's appeared at least three times, according to Breathe California data.

Download this table in Excel

Which companies are most associated with brand display?

Who smokes brands on screen?


Tobacco content data from Breathe California Sacramento Region.