Professional Report - Smoke Free Movies

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5.2.4 Methodology The teenagers were then required to give a positive, negative or neutral rating to the movie based on their assessment of the impact of the film on the minds of teenagers in the context of tobacco portrayal. Each movie is shown to two respondents so as to allow a cross check of the tobacco incidents recorded by them. Every respondent has been asked to watch three movies from the selected list. A sample size of 70 teenagers (viewers) in Chennai, 85 each in Mumbai and Delhi and 60 in Hyderabad is considered adequate statistically since the information gathered about the teenagers -is not used for estimation purposes but to get an insight into the trends that prevail. A total of 300 teenage respondents have been recruited in the four cities to view approximately 440 films. (The teenage sample for additional South Indian films is separate). -Some adult-rated but popular films have been viewed by adults. The review of the films have been done by teenagers - in their homes on weekends on Video CDs or Video Casette Players which have been provided to them. The entire exercise has been projected as educational yet entertaining rather than a clinical experiment. Sampling Plan for films All the films in the Blockbuster, AA, A1 and A categories have been included in the list of films for review barring those with an adult rating or those with sexual overtones. From the remaining films a random sample of every sixth film has been chosen. 5.3 Sampling Plan for respondents The total sample size is 300. The sample is well dispersed across the geographical length and breadth of each city. Respondents from SEC A and SEC B have been considered. The ratio of respondents belonging to SEC A to SEC B is 70:30 while the ratio of male to female respondents is 70:30. 5.4 Development of Questionnaire The main questionnaire consists of two sections: Section One -seeks to probe respondents’ awareness of tobacco related diseases and their harmful effects. Section Two consists of multiple choice questions aimed at recording tobacco product usage incidents in the films. The questions that have been included in this section includes: 1. Dreaded Diseases of today 2. Usage of Smoking/Tobacco can cause which disease 3. Prevalence of smoking among family friends and close acquaintances 4. Do you have friends who smoke?(Nominal Scale – Yes/No) 5. Reasons for smoking Six different sheets have been provided for recording the smoking incidents of the different actors in the movies. On each sheet the respondents have been asked to record the following: 1. Name of character in the movie 2. Type of role – Positive/negative/neutral 43
3. Played by which actor/actress 4. Sex 5. Profession of character 6. Age 7. Tobacco product used 8. Place of usage 9. Mood in which consumed 10. Branded/Unbranded – Brand name, if branded 11. Duration of incident Another sheet is provided to record the “without character” smoking incidents. The following situations are presented as examples of incidents that can be classified in this sheet: 1. Packet; 2. Billboards; and 3. Ashtray The questionnaire also provides an opportunity to record anti-smoking messages if they are displayed in films. These include: • No smoking sign; anti-smoking poster or bill board; or comment by actor or actress; or a visual clue by actor or actress; • Special situations regarding tobacco use: Pregnant woman shown smoking; adult smoking around a baby or child; or a person smoking in an inappropriate place (like hospitals, public places, etc.) After watching the film, the teenager -is asked to rate the movie as “Thumbs Up” if the movie discourages tobacco usage; “Thumbs down” if the movie encourages tobacco usage and “neutral” if the movie is – perceived to have no impact either way. In the case of films watched by two individuals, the ratings given by both have been considered. Where there is a difference of opinion, a judgment has been taken on which rating is more appropriate. Guidelines for reviewing the movies and filling up the questionnaire have been provided to every respondent. (See Exhibit II for guideline used) 5.5 Piloting the study The questionnaires as well as the guidelines have been tested among ten respondents in Delhi for comprehension and ease of providing information. After explaining the task at hand to the respondents, the supervisors in the research team are also present during the film viewing so that they can iron out any problem that might occur during the viewing process. It is observed that the respondents -have clearly understood and filled up the forms.. A few more situations and moods have been added on their suggestion. These have been appended in the final questionnaire. Moreover they feel that it is difficult to record the duration of the “without character” incidents. As a result, this has been dropped from the final questionnaire. 5.6 Finalization of research process With the finalization of the questionnaire, the list of films and the recruitment of respondents for the study in each city, the preparatory stage of the research process has been completed. 44
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 14 and 15: • Table 0-1 Trends of smoking inc
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 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
Page 64 and 65: • Table 5-16: Mood when tobacco c
Page 66 and 67: Percent of Incidents 8.20 Average I
Page 68 and 69: • Table 5-26 Tobacco Exposure in
Page 70 and 71: Mood when Tobacco Used by Number &
Page 72 and 73: Average Incidents per Hour 3.41 3.6
Page 74 and 75: An adult smoking around a baby or y
Page 76 and 77: So what is fun? Going to movies…W
Page 78 and 79: popular films, especially ‘gangst
Page 80 and 81: “he’s like a Don. Shows real po
Page 82 and 83: 7 Revealing industry professional v
Page 84 and 85: “As far as I can remember no way
Page 86 and 87: - Nitin Manmohan, producer “I do
Page 88 and 89: “It is decided according to the r
Page 90 and 91: where the villains dominate, smokin
Page 92 and 93: tobacco and liquor companies. There
Page 94 and 95: There is a consensus among filmmake
Page 96 and 97:
smoker. He created the image of a s
Page 98 and 99:
8 Conclusions The findings from our
Page 100 and 101:
Acknowledgements We thank Dr. Stant
Page 102 and 103:
Annexure 2 - Glossary Bengali Most
Page 104 and 105:
1992 Rating Police Aur Mujrim Cover
Page 106 and 107:
11 Masoom Tere Mere 12 Sapne 13 Aat
Page 108 and 109:
S. No. 2000 Rating 1 Kaho Na Pyar H
Page 110 and 111:
Annexure IV: List of interviewers a
Page 112 and 113:
Amit Khanna is a scriptwriter and s
Page 114 and 115:
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
Page 160 and 161:
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
Page 178 and 179:
So there is no question of tobacco
Page 180 and 181:
Shivaji Ganeshan was chain smoker i
Page 182:
Thank you. 179
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