Professional Report - Smoke Free Movies

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Annexure 1 – List of references.................................................................98 Annexure 2 – Glossary ..............................................................................99 Annexure 3 – Films analyze Thumbs up thumbs down study.............. 100 Annexure IV: List of interviewers and bio sketches............................... 107 Annexure V: Detailed transcripts of interviews ...................................... 111 5
6 ‘Bollywood’: Victim or Ally? Introduction “BOLLYWOOD”: VICTIM OR ALLY? On the occasion of the World No Tobacco Day on 31 May, 2003, the World Health Organization (WHO) has decided to focus on the theme “Tobacco Free Films. Tobacco Free Fashion. Action!” It is a call for action to the film and fashion industries to stop promoting tobacco, which kills one in two regular users. The WHO is supported by the American Medical Association, the Los Angeles Department of Health and the SmokeFreeMovies project at the University of California in San Francisco in its call to the film industries to rid films of their tobacco-promoting role. The use of brand placements in Hollywood movies has been a popular practice among tobacco companies. There is documentary evidence to show that Sylvester Stallone was paid US $500,000 to use tobacco products in five films (1983) and Larks shelled out $350,000 to feature in the James Bond extravaganza License to Kill (1988). The so-called “voluntary” ban imposed by Hollywood on celebrity endorsements of tobacco brands in movies in 1989 has not had made a dent in the portrayal of smoking in Hollywood movies. The SmokeFreeMovies project has noted that “actors now display or smoke featured brands ten times more than before the 1989 payola ban – celebrity endorsements the size of billboards. Videos and cable expose Big Tobacco’s prime younger markets to these images over and over, in perpetuity.” The fact that this strategy has worked for Big Tobacco is evident. The impact of this on youth has been devastating as studies have shown that “non-smoking teens whose favorite stars smoke frequently on screen are 16 times more likely to develop positive attitudes towards smoking.” Acknowledging this fact, the American Medical Association has reiterated the need for “reducing tobacco use in movies.” It’s not just Hollywood films that are tobacco-friendly. Increasingly, tobacco companies have reached out to film industries in other parts of the world. One of the most significant film market and industry is based in Mumbai, India. Bollywood, as the mainstream Hindi language film producing industry is popularly known, is the largest producer of films in India. The Indian film industry produces over 900 films per year in 8 languages. Mainstream Indian films target an estimated 250 million youngsters in India alone. Additionally the films appeal to millions of Diaspora Indians in South Asia, the Middle-East, parts of the UK, US, Africa and Europe.-Given the size and popularity of this industry, it is evident that Indian film industry has the power to influence the behavior and attitudes of millions of people in India and around the world. It is in this context that Strategic Mediaworks, on a request by WHO, has studied the incidence of portrayal of tobacco products in mainstream Indian films. This report is the result of several discussions between WHO and Strategic Mediaworks. We have consulted with media experts, sociologists, film and television professionals and academics and scanned media reports to gauge the impact of films on youth, particularly in the context of the portrayal of tobacco usage. Movies are a national obsession with Indians. Not surprising for a nation that produces more than 900 films a year in 8 different languages. The highest number of films is made in Hindi, Tamil and Telugu languages. – Indian cinema reaches out to 188 million viewers in a year and - approximately 5,000 tickets are sold annually for the 12,900 cinema halls. Satellite television has helped cinema reach out to a larger audience. There are more than 10 movie channels that telecast movies round the clock. Two of the prominent movie channels reach 35-40% of the 40 million Cable and Satellite (C&S) households in India each week. The four major general entertainment channels show 5-10 movies a week and reach 60-70% of the C&S audience every week. Films and film based programming account for 25% to 30% of programming content and are the key viewership drivers for all general entertainment channels. Films on TV have become big business so much so that newly released films air on TV within six months of their debut in theatres. The reach of cinema goes much
Page 4 and 5: 1 Table of Contents Introduction...
Page 6 and 7: 5.7 Respondent profile ............
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
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• Figure 5-6 Teenage tobacco inci
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5.19 Nomination received by films
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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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