Ad 79

The Hollywood Reporter, Variety
Date of first publication: 
Guess who put 96% less smoking in kid-rated movies?
Parent companies in ad: 
Smoke Free Movies has launched a series of print advertisements in Variety and other publications. This advertisement first ran in the July 19, 2011 edition of Variety and July 20, 2011 edition of The Hollywood Reporter. Guess who put 96% less smoking in kid-rated movies? Disney? That’s probably a gimme. But did you include Warner Bros. and Universal? In 2005, these three major studios accounted for nearly half of all the tobacco in G/PG/PG-13 movies. In 2010, it was only 1% That’s the good news reported by the US Centers for Disease Control and Prevention last week. The bad news? Years after learning that movies with smoking physically harm hundreds of thousands of adolescents, Paramount, Fox and Sony didn’t perform even half as well, on average. Their kid-rated movies are still delivering billions of tobacco impressions. The bottom line: Half of MPAA studios have demonstrated how smoothly an R-rating for tobacco will work. The other half prove why the R-rating for tobacco is so urgently needed. But don’t take our word for it. Download the CDC’s report on why we’re only part way home on movie smoking — and how the R-rating and reforming film subsidies will protect Hollywood’s single biggest audience. Download: Decode: Company A=Time Warner, B=Comcast, C= Disney, D=Viacom, E=News Corporation, F=Sony, I=Independents Smoke Free Movies SMOKING IN MOVIES KILLS IN REAL LIFE. Smoke Free Movie policies—the R-rating, certification of no payoffs, anti-tobacco spots, and an end to brand display—are endorsed by the World Health Organization, American Medical Association, AMA Alliance, American Academy of Pediatrics, American Heart Association, Legacy, American Lung Association, Americans for Nonsmokers’ Rights, American Public Health Association, Campaign for Tobacco-Free Kids, Los Angeles County Dept. of Health Services, New York State Dept. of Health, New York State PTA, and many others. Visit our web site or write: Smoke Free Movies, UCSF School of Medicine, San Francisco, CA 94143-1390.
Studios in ad: 
Warner Bros.
Main ad topic(s):