Ad 113

The Hollywood Reporter and Variety
Date of first publication: 
How long has Big Tobacco bought its way on screen?
Parent companies in ad: 
SKYHEAD [Ad series designation] Smoking in movies: No. 1: The history HEADLINE How long has Big Tobacco bought its way on screen? LEAD Count the decades. This timeline shows how the tobacco industry has exploited entertainment to sell smoking worldwide. CROSS-PROMOTION [GRAPHIC] Cross-promotion of movies and smoking tied Hollywood and Big Tobacco together for a generation. Tobacco companies ranked among America’s biggest advertisers. [TABLE] Tobacco ads plugging Hollywood, 1928-1951 [Total=] 298 Hollywood ads for twenty different tobacco campaigns $218,750: Promotional fees paid by American Tobacco to 42 Hollywood stars in 1937-38 alone (worth $3.7 million today). Stars appeared in ads and smoked on screen. In turn, film studios received valuable national advertising for their contract stars and latest films, paid for by American Tobacco. [CAPTION: 1937 advertisement with Lombard] Carole Lombard ad for Lucky Strike cigarettes and Paramount’s True Confession (1937) [CHART] 75% of Hollywood’s top stars in the 1940s promoted cigarette brands [CAPTION: Detail of Flamingo Road movie poster; Liggett & Myers ad plugging the film, Warner Bros. and Chesterfield brand; and screen captures of Crawford in the film] Joan Crawford smokes in poster for Flamingo Road (1949), the cigarette ad plugging the movie, and the movie itself. MADISON AVENUE [CAPTION: Screen image of Humphrey Bogart and Jack Benny performing Lucky Strike “integrated commercial”] Humphrey Bogart is slapped around until he sings Lucky Strike’s jingle on a 1953 Jack Benny Program. American Tobacco was the show’s sole sponsor. [CAPTION] The Flintstones (ABC): Fred and Barney smoked Winston, the sponsor’s brand. TV is the “greatest cigarette vending machine ever devised.” — CBS, Ad Age, 1962 26%: A quarter of the audience for tobacco commercials were kids. Children saw 845 a year, while the average teen saw 1,350. [CAPTION: Series star John Cassavetes smoking in a scene from the show] Johnny Staccato (NBC): RJ Reynolds [CAPTION: Series star Craig Stevens smoking in a scene from the show] Peter Gunn (ABC): RJ Reynolds [CAPTION: Series star James Arness in publicity photo carrying tobacco sponsor message at bottom] Gunsmoke (CBS): Liggett & Myers [CAPTION: Series star Richard Chamberlain as Dr. Kildare]: Dr. Kildare (NBC): Liggett & Myers. The doctors smoked, too. [CAPTION: Series star Steve McQueen in a Philip Morris ad cross-promoting its CBS show and Viceroy brand] Wanted: Dead or Alive (CBS): Brown & Williamson 1971: Tobacco sponsorship ends. Smoking in TV dramas declines 70% PRODUCT PLACEMENT 600: US movies with product placement listed in tobacco company files, from The Group (1965) to The Shawshank Redemption (1994). $4,986,000: How much Big Tobacco spent on Hollywood product placement through 1994—equals $10.8 million today. [CAPTION: Details of screen captures showing Lois Lane (Margot Kidder) smoking and Superman (Christopher Reeve) with prop Marlboro truck] 1981 | Lois Lane smokes and Superman leaps out of a Marlboro truck in Superman II. Philip Morris paid $42,000 ($110k today). [CAPTION: Warner Bros. logo] 1986 | 1986 | Warner Bros. offers to place Lucky Strike cigarettes in its “upcoming Madonna film” for $50,000 ($109k today). [TABLE with list of film companies] 1965-94 films with tobacco placement 48%: Movies on 1965-94 tobacco placement list rated PG/PG-13 [CAPTION: Stylized map of Japan] For $350,000, Philip Morris places Lark brand in the James Bond film License to Kill, launching a decade-long ad campaign in Japan with ex-007 stars Roger Moore, Timothy Dalton and Pierce Brosnan. [CHART: Percent of youth-rated films with tobacco, from 65% in 2002 to 38% in 2015] US: Under public pressure, fewer PG/PG-13 films are including tobacco imagery. 750+: Youth-rated movies with smoking released in the United States, 2011-2015. 2005-11 | India: After tobacco ads are banned, brands are seen in films. New rules bar placement and require anti-tobacco warnings on screen. 2011 | China: Public directives discourage scenes with smoking in films and on TV. 2011-13 | France: Paid tobacco placement documented in French film productions. BLUE CALL-OUTS (Policy and regulatory developments, 1929-2014) 1929: Federal Trade Commission probes tobacco “testimonials” 1942: FTC opens new Hollywood investigation 1964: Surgeon General concludes smoking causes lung cancer 1971: US bars tobacco ads on TV and radio 1989: Capitol Hill hearing on tobacco product placement 1998: State AGs bar US cigarette firms from placing brands in kid-rated movies 2004: US Senate hearing on smoking in kid-rated movies 2007: House committee urges film studios to limit smoking 2008: Global treaty calls for nations to halt screen smoking 2012: Surgeon General concludes movies with smoking cause kids to smoke 2014: CDC reports movies will recruit 6.2 million kids to smoke in this generation TEXT The best-kept secrets are the ones about money. But the tobacco industry’s own files tell the story. Big Tobacco has spent millions of dollars for more than eight decades to promote its addictive products in and around entertainment accessible to kids. Tobacco has killed twenty million Americans since 1964. It’s time to stop movies from addicting and killing even more. TAGLINE One little letter [R] will save a million lives. SPONSOR TEXT Smokefree Movies | Smoking in movies kills in real life. Smokefree Movie policies—the R-rating, anti-tobacco spots, certification of no payoffs, and an end to brand display—are endorsed by the World Health Organization, American Medical Association, American Academy of Pediatrics, American Heart Association, American Lung Association, Americans for Nonsmokers’ Rights, American Public Health Association, Breathe California, Campaign for Tobacco-Free Kids, Los Angeles County Dept. of Public Health, New York State Dept. of Health, New York State PTA, Truth Initiative, and many others. This ad is sponsored by Smokefree Movies, UCSF School of Medicine, San Francisco, CA 94143. View ad sources at <<short URL>>. __________________________________________ Contact: Stanton A. Glantz, PhD Professor of Medicine, University of California, San Francisco Director, Center for Tobacco Control Research and Education (415) 476-3893
Studios in ad: 
Warner Bros.
United Artists