Hollywood 0908

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In the 50’s and 60’s what was
 it that made the stars of the
     silver screen seem so
Cigarettes were the perfect prop to
develop a character’s personality on
      James Dean- Rebel Without a
      Audrey Hepburn- Breakfast at
      Bette Davis- All About Eve
     Vivian Leigh- A Street Car
     Named Desire
   And it continues …
The use of cigarettes as a prop has
endured decades …
      Julia Roberts- My Best Friends
      Brad Pitt- Fight Club
      Cameron Diaz- Charlie’s Angels
      Worm Guys- MIB II
Product Placement
 Golden Eye- BMW Z3
 Spiderman- Terminix
 Gold Member- Mini Cooper
 MIB II- Burger King
MIB II- II- Marlboro
  MIB
  Road to Perdition- Lucky
  Training Day- Newport
  There’s Something About
 Mary- Kool
How is it that Burger
King is willing to shell
out $15 million for the
same airtime Marlboro
supposedly got for free?
Subliminal Measures
 “Film is better than any
commercial that has been
run on television or in any
 magazine, because the
   audience is totally
unaware of any sponsor
 Robert Richards, President of Productions, Inc in 1972
  Hidden Payments
  "Recently there have been a
number of high-visibility feature
 films in which one or more of
the central characters smoke a
 particular brand of cigarettes.
    This has been happening
       because cigarette
manufacturers have been paying
       for the exposure."
    Letter written to B&W from its PR firm in 1982
 Product Placement
“For a monthly fee, Rogers and Cowan
 will arrange to obtain placement of
    RJR products, packages, and
advertising in films through smoking
 scenes in which actors are shown
 smoking … Film placement of RJR
brands will create favorable imagery
     and presence as advertising
        restrictions intensify.”

 A 1990 agreement between RJR International and its PR firm
How Tobacco Woos Hollywood
  Hires PR Firms to place products in
 films 1981
  Sends cartons of cigarettes to the
 hottest celebrities 1981
  Sends cars, money and jewelry to thank
 celebrities for using tobacco products in
 their films 1972-1989
  Creates verbal and non-verbal contracts
 between themselves and movie studios,
 producers and celebrities 1972-1989
       RJ Reynolds
 Paid to have their products in specific
movies and have them smoked by specific
 Took great interests in what rival tobacco
company was doing to get Marlboros on
 Sent monthly mailings of free cigarettes to
188 actors and celebrities who smoke in
order to get them to light up on screen
 Completed a mailing to female celebrities
inviting them to try the new More Lights
           Philip Morris
 Provided free cigarettes for use in “adult films”
such as Who Framed Roger Rabbit?, Grease and
Die Hard
 Paid Superman II producers $43,000 to include
Marlboro in a movie
 Studios, including Fox, solicited money from
Philip Morris to put smoking on screen
 Bragged about placing their product in over 191
movies between 1978 and 1988, including The
Muppet Movie
 Brown & Williamson
 Arranged to pay Sylvester Stallone
$500,000 in 1983 to use its cigarettes in
at least five movies
 Kept a “second set of books” for
money that was supposed to spent on
product placement in movies
 Released cinema advertisements that
ran before previews in 1983, which also
ran before Disney’s animated film Snow
      Hands Up
In 1989 congress began to
   question the tobacco
   industry’s marketing
   practices relating to
     tobacco product
placement. BIG TOBACCO
“Tobacco companies do not
 encourage smoking scenes
   in movies. They never
 request changes, and have
never been given the right to
 make changes to any film.”

   Charles Whitely of the Tobacco Institute, July 7, 1989
  “[Brown and Williamson]
     did not know of any
situation in which it caused
a smoking scene to appear
   in a movie or television
    program since 1979.”

        B&W’s Response to Congress
 Pressure takes over
“No payment shall be made by any
  cigarette manufacturer or any
 agent thereof for the placement
   of any cigarettes, cigarette
      packages, or cigarette
 advertisements as a prop in any
movie produced for viewing by the
         general public.”
      Marketing Code: Philip Morris; March 1993
 9 out of 10 Hollywood films in the 90’s
included the use of tobacco
 In the 90’s, Tobacco was used once every
three to five minutes and increased to once
every 10-15 minutes in movies from the 70’s
and 80’s
 Between 1988 and 1997, 20% of movies
rated for children contained smoking instances
 Brand exposure through actor use increased
from 1% before the industry's voluntary
restriction on product placement to 11%
       “No Participating Manufacturer may … make
        or cause to be made, any payment or other
       consideration to any other person or entity to
        use, display, make reference to or use as a
       prop any Tobacco Product, Tobaccos Product
           package, advertisement for a Tobacco
          Product or any other item baring a brand
       name in any motion picture, television show,
             theatrical production or other live
        performance, live or recorded performance
        of music, commercial film or video, or video
National Association of Attorneys General. Master Settlement Agreement. 1998.
Hollywood Breakdown         Real Life Breakdown
57% of Leading Characters   14% of people smoke with a
smoke                       similar social background
30% of movie smokers were   18% of upper class
upper class                 Americans smoke
49% of movie smokers were   27% of middle class
middle class                Americans smoke
21% of movie smokers were   33% of lower class
from lower socioeconomic    Americans smoke
      Smoking Guns
In 1998, 74% of leading
characters smoked
     Men
     Women
     Ethnicities
How does this affect us?
  Teens idolize stars as trend setters and
 begin to imitate their actions
  Teens whose favorite stars smoke are
 16 times more likely to develop positive
 feeling toward smoking
 Teens who view lots of smoking in
 movies are 2½ times more likely to start
Time for a Reality Check

 Is Big Tobacco the real
    Hollywood Player?
 Create awareness among teens of how
smoking is portrayed in movies
 Educate youth on the tobacco industry’s
involvement with Hollywood
 Bring about a change in the way people,
especially teens, view smoking in future
 Persuade Hollywood to accurately reflect
the percentage of smokers in films to portray
smokers in real life, as well as implore that
they realistically portray the health effects of
smoking in films
          Here’s How
 Edumacate Hollywood
 Rental Pops
 Unscripted
 Stomp
 EZ Weezy
 Youth Action Project Report and
Reality Check After Party
Edumacate Hollywood
 Goal: 2,000 letters from each county

 Write letters to:
   Local movie theaters

   MPAA
   Celebrities
 Collect petitions
 Create public awareness slide
        Rental Pops
 Goal: Place more than 1,000 palm
cards in movie cases
 Insert Palm Cards in movie cartridges
with high smoking prevalence in video
 Targeted movies:
   MIB II
   XXX
   Sum of All Fears
 Goal: To include your column and
Smoke Free Ads in your local
 Rate and watch latest flicks
 Work with local media sources
 Create movie column
 Goal: Educate youth about the
relationship between Big Tobacco and
 Movie night
 Create a flyer
 Movies to focus on:
   MIB II
   XXX
            EZ Weezy
 Goal: To send more than 5,000 email
letters per county to Hollywood
 Visit
 Draft letters
 Organize Reality Check members
 Send out e-mail blast
Reality Check After Party
 Goal: To organize a celebration and to
get county-wide press coverage
 A county-wide press conference to
release your findings and your Youth
Action Project Report
 A creative and awesome event that
highlights your efforts for the Youth
Action Project and celebrates its success

Edumacate Rental Pops
Hollywood  EZ Weezy

Unscripted   Stomp

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