Professional Report - Smoke Free Movies

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• Figure 5-6 Teenage tobacco incidents – A comparison with Hollywood films % 14 12 10 8 6 4 2 0 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 Indian films Hollywood • Teenage tobacco incidents have been much lower and remained steadily low in Indian films unlike in Hollywood. 5.16 Tobacco usage by leading actors • Table 5-7:Usage by leading actors Name of Actor by Number and Percent of Incidents TOTAL number of incidents 2001 2002 Percentage of total incidents Shahrukh Khan 109 4.43 Rajnikanth 103 4.18 Gulshan Grover 68 2.76 Ajay Devgan 55 2.23 Chiranjeev 55 2.23 Aamir Khan 44 1.79 Vijay 37 1.50 Prakash Raj 33 1.34 Sanjay Dutt 31 1.26 Akshay Kumar 30 1.22 Pavan Kalyan 30 1.22 Upender 29 1.18 Manoj Bajpai 25 1.02 Vivek 25 1.02 Ajith 23 0.93 5.17 Usage of branded/unbranded tobacco The highest number of smoking incidents in the past 12 years has been recorded in movies featuring Shahrukh Khan. Shahrukh Khan is an idol both among teenagers who have reported prevalence of smoking among friends and those who have not. The second highest number of smoking incidents has been recorded by South Indian film star, Rajnikanth who has a huge fan following in the southern parts of India and has also acted in several 55
Hindi films. Rajnikanth is among the top five actors idolized by teenagers who are now watching -reruns of his films that were released in the early and mid-1990s. Gulshan Grover who has typically played the villain’s role in Hindi films has reported the third highest number of smoking incidents. His on-screen persona is that of a prolific smoker. The majority of the top 15 on-screen smokers are leading actors who generally play “good guy” roles. • Table 5-8Usage of branded/unbranded tobacco 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTAL Total Unbranded Incidents 158 154 156 55 146 184 200 281 204 143 239 230 2150 Percent of Incidents 95.18 90.06 95.12 38.73 83.91 91.54 85.47 95.25 95.33 88.27 89.51 84.25 87.29 Average Incidents per Hour 2.11 2.05 2.08 0.73 1.95 2.10 2.29 3.21 2.33 1.63 2.73 2.63 2.18 Total Branded Incidents 2 2 8 3 7 3 2 3 1 31 62 Percent of Incidents 1.20 1.41 4.60 1.49 2.99 1.02 0.93 1.85 0.37 11.36 2.52 Average Incidents per Hour 0.03 0.03 0.11 0.03 0.08 0.03 0.02 0.03 0.01 0.35 0.06 • The use of branded tobacco is not yet high. However 62 brand exposures have been recorded in the past 12 years. 5.18 Brand of tobacco being used • Table 5-9: Brands of tobacco used 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 TOTAL % of total incidents 555 2 3 1 6 9.68 Benson and Hedges 2 3 1 6 9.68 Chancellor 1 1 1.61 Four Square 6 6 9.68 Gold Flake 1 1 2 4 6.45 Malboro 2 4 1 7 11.29 Raja 2 2 3.23 Red and White 1 1 2 3.23 Wills 28 28 45.16 Total 2 2 8 3 7 3 2 3 1 31 62 There are 62 incidents of brand exposures in the 395 films that have been analysed. The trend of brand exposure has been more pronounced since 2000. The highest exposure has been for the ITC brand, Wills. Wills has had a strong presence in 2002. This could imply a strong linkage with Bollywood. 56
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 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 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
Page 116 and 117:
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
Page 134 and 135:
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
Page 156 and 157:
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
Page 162 and 163:
Javed Akhtar What in your perceptio
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And also in India, cigarette smokin
Page 166 and 167:
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
Page 172 and 173:
Yes it is there that is why I was h
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Thank you. Jugal Hansraj Do our fil
Page 176 and 177:
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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