Ad 119

The Hollywood Reporter and Variety
Date of first publication: 
And the winner is ... the tobacco industry
Parent companies in ad: 
[HEADLINE] And the winner is … the tobacco industry. [LEAD] 71% of the films listed in major Oscar® categories this year feature smoking, including seven out of ten Oscar-listed films rated PG-13. Why do the Academy Awards roll out the red carpet for the world’s #1 cause of preventable death? [TEXT] PUBLICITY TO KILL FOR: A night full of movie stars, hyping films that push smoking at kids worldwide.  Of course, most of the stars nominated for Oscars don’t light up on screen themselves. This year, only four out of twenty actors and actresses nominated for Oscars smoked in their roles. But nearly all their movies were packed with smoking anyway—by actors playing smaller roles and by uncredited extras. Twice as many PG-13 films with smoking were Oscar-listed this year than in 2015 or 2016.  Kid-rated films accounted for half of all Oscar-listed tobacco incidents and nearly two-thirds of the tobacco exposure that Oscar-listed films delivered to audiences (see table). Oscar-listed PG-13 films were twice as likely to feature smoking (70%) as all of the top-grossing PG-13 films released in 2016 (32%).    Two realistic dramas were 100% smokefree: Hidden Figures (PG-13) and Manchester by the Sea (R-rated). No professional film critic thought this was out of place. Meanwhile, one unnamed extra smoked in La La Land (PG-13). If smoking is so marginal to a film, why include it at all? To learn more about the Oscars and tobacco, please go to—and click on the gold envelope. [TABLE] Oscars and tobacco | 2017 The table lists the twenty-one Oscar-listed films discussed in the ad’s text, by PG-13 and R-rating; identifies the company that distributed each film (; displays each film’s tobacco incident bracket (TUTD); and estimates each film’s domestic in-theater tobacco impressions. The table also lists the major Oscar categories used to create the film sample and explains how UCSF calculates tobacco impressions from tobacco incidents (TUTD) and paid admissions: domestic gross divided by average ticket price for 2016 films (National Association of Theatre Owners. [TAG] One little letter [R] will save a million lives. [Smokefree Movie policy goal endorsements (partial list)] 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 94143-1390. 
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