Ad 118

The Hollywood Reporter and Variety
Date of first publication: 
Hollywood's lost decade, measured in children
[SKYHEAD] Smoking in movies [HEADLINE] Hollywood’s lost decade, measured in children [Subhead] Tobacco policies adopted by the major studios between 2007 and 2013 allowed smoking in 42% of their top-grossing PG-13 films and exposed moviegoers to 47 billion tobacco impressions. The MPAA must replace failed policies with an R-rating standard that truly protects children. [TEXT] Over the past decade, all six MPAA-member studios have adopted policies on tobacco in their youth-rated movies. These policies have failed audiences in at least three ways: • From 2007 to 2010, major studios reduced the share of PG-13 films with smoking by less than 25%, in absolute terms. There has been no progress since 2010, despite three more studios adopting policies.   • The number of tobacco incidents in a typical major studio PG-13 film with smoking in 2016 is nearly double what it was in 2007. • Over the past decade, the major studios have accounted for 84% of PG-13 tobacco impressions delivered to theater audiences. The MPAA and the studios have known since 2003 that on-screen smoking is a uniquely powerful threat to children’s health. The US Centers for Disease Control and Prevention concludes that exposure to smoking in the movies causes youth smoking. Youth-rated movies with smoking (primarily PG-13) will recruit three million young smokers in this generation and cause one million tobacco deaths.  The film industry has done little, so far, to change that dire projection of addiction and disability. What can? An R-rating for smoking that covers every producer, director, distributor and movie would protect every child. [TABLE] Major studios’ policy loopholes expose audiences [TAG] One little letter [R] will save a million lives. [SPONSORS] American Academy of Pediatrics (Chicago, IL) American Heart Association (Dallas, TX) American Lung Association (Washington, DC) American Medical Association (Chicago, IL) Americans for Nonsmokers’ Rights (Berkeley, CA) American Public Health Association (Washington, DC) Breathe California (Sacramento, CA) Campaign for Tobacco-Free Kids (Washington, DC) Smokefree Movies (UC-San Francisco) Truth Initiative (Washington, DC)
Studios in ad: 
Warner Bros.
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