Professional Report - Smoke Free Movies

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• Table 0-1 Trends of smoking incidents in films Amount of Tobacco by Movie & Hours 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTAL Total Number of <strong>Movies</strong> 30 30 30 30 30 35 35 35 35 35 35 35 395 Total Number with Tobacco 24 23 24 21 24 25 28 25 30 28 25 25 302 Percentages with Tobacco 80.00 76.67 80.00 70.00 80.00 71.43 80.00 71.43 85.71 80.00 71.43 71.43 76.46 Total Number of Hour 75 75 75 75 75 87.5 87.5 87.5 87.5 87.5 87.5 87.5 987.5 Total Number of Incidents 166 171 164 142 174 201 234 295 214 162 267 273 2463 Average Number of Incidents per Hour 2 2 2 2 2 2 3 3 2 2 3 3 2 Total Duration of Tobacco incidents (in seconds) Average duration of a tobacco incident (in seconds) 1235 979 923 611 1072 1021 1268 1290 972 1033 938 1992 13334 Mood association with tobacco portrayal 7 6 6 4 6 5 5 4 5 6 4 7 5 As demonstrated in table 0-2, there has been an increase in depiction of smoking in stressful situations - going up from 9% in 1991 to nearly 29% in 2002. Additionally, there has been a sharp rise in tobacco portrayal as a rebellious activity in the years 2001-02. Table 0-2 Total incidents by mood when used 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTA L Total Wealth/Power Incidents 16 2 1 4 9 9 5 8 1 9 26 6 96 Percent of Incidents 9.64 1.17 0.61 2.82 5.17 4.48 2.14 2.71 0.47 5.56 9.74 2.20 3.90 Average Incidents per Hour 0.21 0.03 0.01 0.05 0.12 0.10 0.06 0.09 0.01 0.10 0.30 0.07 0.10 Total Tension/Stress Incidents 16 16 15 8 7 38 34 46 39 23 32 78 352 Percent of Incidents 9.64 9.36 9.15 5.63 4.02 18.91 14.53 15.59 18.22 14.20 11.99 28.57 14.29 Average Incidents per Hour 0.21 0.21 0.20 0.11 0.09 0.43 0.39 0.53 0.45 0.26 0.37 0.89 0.36 Total Relaxation Incidents 7 3 10 6 8 16 12 20 11 9 13 4 119 Percent of Incidents 4.22 1.75 6.10 4.23 4.60 7.96 5.13 6.78 5.14 5.56 4.87 1.47 4.83 Average Incidents per Hour 0.09 0.04 0.13 0.08 0.11 0.18 0.14 0.23 0.13 0.10 0.15 0.05 0.12 Total Rebellious Incidents 6 0 3 8 2 4 5 1 7 1 10 29 76 Percent of Incidents Average Incidents 3.61 0.00 1.83 5.63 1.15 1.99 2.14 0.34 3.27 0.62 3.75 10.62 3.09 per Hour 0.08 0.00 0.04 0.11 0.03 0.05 0.06 0.01 0.08 0.01 0.11 0.33 0.08 11
Portrayal of tobacco and character profile The depiction of smoking as a rebel activity has remained constant. But increasingly smoking is being associated with attitudes of "independence" and "self-assertion". The incidence of smoking among positive characters (good guys) is 50% of all instances. It has remained the same almost throughout the review period (Refer: table 0-3). Interestingly, the incidence of smoking among bad guys has declined considerably in the last 12 years. This belies filmmakers’ claims that in contemporary Hindi film the hero is less likely to smoke. The incidence of smoking among the good guys has risen sharply from 22% in 1991 to 53% in 2002 (Refer table: 0-3). This finding is of significance as films are depicting cigarette smoking as a normal activity. Table 0-3: Total incidents by demographic profile 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTAL Total Good Guy Character Incidents 79 75 79 62 107 110 95 152 138 76 148 116 1237 Percent of Incidents 47.59 43.86 48.17 43.66 61.49 54.73 40.60 51.53 64.49 46.91 55.43 42.49 50.22 Percent of all movies 40.00 43.33 30.00 26.67 43.33 34.29 31.43 37.14 40.00 34.29 28.57 25.71 34.43 Percent of movies with tobacco 57.14 59.09 42.86 42.11 59.09 50.00 45.83 59.09 50.00 46.15 50.00 40.91 50.18 Average Incidents per Hour 1.05 1.00 1.05 0.83 1.43 1.26 1.09 1.74 1.58 0.87 1.69 1.33 1.25 Total Lead Actor Character Incidents 37 61 66 37 79 70 89 67 115 47 120 147 935 Percent of Incidents 22.29 35.67 40.24 26.06 45.40 34.83 38.03 22.71 53.74 29.01 44.94 53.85 37.96 Percent of all movies 20.00 20.00 40.00 30.00 33.33 31.43 40.00 28.57 57.14 28.57 37.14 40.00 34.18 Percent of movies with tobacco 25.00 26.09 50.00 42.86 41.67 44.00 50.00 40.00 66.67 35.71 52.00 56.00 44.70 Average Incidents per Hour 0.49 0.81 0.88 0.49 1.05 0.80 1.02 0.77 1.31 0.54 1.37 1.68 0.95 There has been an increase in the portrayal of smoking by "neutral" characters. These are bad guys who have reformed. Such characters have shades of white and black. In many instances such characters are perceived to be more "realistic" or "normal" and hence when such characters smoke, smoking is perceived to be a normal activity. Teenage tobacco incidents have been much lower than Hollywood films. 20% of films feature “without character” smoking incidents. Pack shots comprise 23% of incidents, 11% are made up of posters or billboards, 18% feature ash trays (containing stubs at times) and in 48% cases, there is a reference to smoking in the dialogue. There has been a decline in the portrayal of in-home tobacco consumption. Simultaneously, there has been a rise in the depiction of smoking in public places such as hostels, restaurants and on the street (Refer Table 5-4) . This suggests an association of smoking as a fun activity, to be done in the company of friends. Tobacco portrayal and Superstars The highest number of smoking incidents in the past 12 years has been recorded in movies featuring superstar Shahrukh Khan. Khan is an idol both among teenagers who have reported prevalence of smoking among friends and those who have not. 12
Page 4 and 5: 1 Table of Contents Introduction...
Page 6 and 7: 5.7 Respondent profile ............
Page 8 and 9: Annexure 1 - List of references....
Page 10 and 11: eyond the official statistics thoug
Page 12 and 13: each out to millions of film-crazy
Page 16 and 17: Table 0-4:Usage by leading actors N
Page 18 and 19: Areas of influence on everyday life
Page 20 and 21: Smoking styles: The Thumbs Up Thumb
Page 22 and 23: Key Findings Do films glamorize smo
Page 24 and 25: silence that needs to be filled up,
Page 26 and 27: Advocacy Conclusions What is the fi
Page 28 and 29: Encourage major public and private
Page 30 and 31: 2 Tobacco in India India is a count
Page 32 and 33: 50% of Wilson, GLC, Jaihind and Syd
Page 34 and 35: 3 Cinema in India The sphere of inf
Page 36 and 37: Today, marketing of films is a mult
Page 38 and 39: The immense popularity of Indian ci
Page 40 and 41: -With the entry of Shah Rukh Khan i
Page 42 and 43: For example, Vivek Oberoi’s most
Page 44 and 45: 5.2 Methodology The research approa
Page 46 and 47: 5.2.4 Methodology The teenagers wer
Page 48 and 49: The next stage of implementation co
Page 50 and 51: • Figure 5-2: Average number of i
Page 52 and 53: 1991 1992 1993 1994 1995 1996 1997
Page 54 and 55: 1991 1992 1993 1994 1995 1996 1997
Page 56 and 57: 1991 1992 1993 1994 1995 1996 1997
Page 58 and 59: • Figure 5-6 Teenage tobacco inci
Page 60 and 61: 5.19 Nomination received by films
Page 62 and 63: Amount of Tobacco by Movie & Hours
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• Table 5-16: Mood when tobacco c
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Percent of Incidents 8.20 Average I
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• Table 5-26 Tobacco Exposure in
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Mood when Tobacco Used by Number &
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Average Incidents per Hour 3.41 3.6
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An adult smoking around a baby or y
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So what is fun? Going to movies…W
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popular films, especially ‘gangst
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“he’s like a Don. Shows real po
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7 Revealing industry professional v
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“As far as I can remember no way
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- Nitin Manmohan, producer “I do
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“It is decided according to the r
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where the villains dominate, smokin
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tobacco and liquor companies. There
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There is a consensus among filmmake
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smoker. He created the image of a s
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8 Conclusions The findings from our
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Acknowledgements We thank Dr. Stant
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Annexure 2 - Glossary Bengali Most
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1992 Rating Police Aur Mujrim Cover
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11 Masoom Tere Mere 12 Sapne 13 Aat
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S. No. 2000 Rating 1 Kaho Na Pyar H
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Annexure IV: List of interviewers a
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Amit Khanna is a scriptwriter and s
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Annexure V: Detailed transcripts of
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No, not at all. So you just do the
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Agreed, that negative characters ar
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Definitely. If I am a believer in t
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I remember when Sylvester Stallone
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Worldwide there is a campaign to ba
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I think there’s an awareness in t
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Yes. Aditya Pancholi smokes. Even S
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Cinema has a larger than life forma
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Friday it might open to a great ope
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But Lagan was different…it had a
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hits the light, so let me give him
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few people will think that oh nobod
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thing was that the boys could have
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funded. That’s the model the indu
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Have you noticed any associations w
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Do you feel that Hindi films, gener
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his cigarettes and his packet away.
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It’s very less. I have made a fil
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No, it’s kind of a written rule.
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I’m not suggesting that…but as
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Is smoking glamorised by Hindi film
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Yeah, the Red & White…But he is a
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No, not any more. None of them are
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Javed Akhtar What in your perceptio
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And also in India, cigarette smokin
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Is that because of the kind of film
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dividers were sponsored by Wills. S
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connected with the maid who is havi
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Yes it is there that is why I was h
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Thank you. Jugal Hansraj Do our fil
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Keeping in view you long associatio
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So there is no question of tobacco
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Shivaji Ganeshan was chain smoker i
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Thank you. 179
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Professional Report - Smoke Free Movies

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