TOBACCO IN MOVIES AND IMPACT ON YOUTH - Smoke Free ...

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Associating tobacco with glamour Tobacco in Movies & Impact on Youth Seventy nine of the hundred and ten movies presented smoking or tobacco with glamour and style. Movies associating glamour with tobacco accounted for 80.6% of all the tobacco showing movies and 71.8% of movies release in 2004-5. Glamour incidences were the one’s where tobacco was used in situations and by characters projected as glamorous or smoking was used so as to relate it with a positive style as if smoking was a style statement and something desirable. Association of tobacco with glamour Tobacco associated with glamour and style Movies without an association Tobacco associated with glamour and style 81% Prominent among such movies are; Bunty Aur Bubly, Yuva, Musafir, Aab Tumareh Hawaley Watan Sathion, Bach ke Rehna Re Baba, Choclate, James, Kaal, Khamoshh, Lucky, Padamshree Laloo Prasad Yadav, Tere Naam, etc. “Bunty aur Bubli” features Amitabh Bachchan, (the Indian superstar who also has a temple in his name by his fans) Abhishek Bachchan (his real life son) and Rani Mukherjee. All the three characters smoke in the movie with full glamour and style. Amitabh Bachchan is shown smoking bidi (Indian rolled temburni leaf with dried tobacco) with great fondness and at one instance even claims that bidi makes his brain works faster. 20
Tobacco in Movies & Impact on Youth Another movie “Pyaar Mein Twist” shows a middle aged hero as a successful businessman who smokes cigar in style with great fondness and so does another important character who also plays a successful businessman. In “Yuva”, a movie on young aspirations; the male lead is shown smoking with passion and as a powerful statement of assertion. The movie “Let’s Enjoy” also projects the same theme. “Aab Tumareh Hawaley Watan Sathion” is a movie about dynamic young officers and Akshay Kumar who plays an Army officer is shown smoking with an unusual style. This style became a hit with a lot of youngsters. Incidentally Akshay was also the brand ambassador for “Red & White” a cigarette brand. The first scene of many movies open with a shot of cigar/cigarette, “Chocolate” is one such movie. The first scene focuses on a hand holding a cigar. The first scene after of “Kismat” after the titles and featuring the male lead, Bobby Deol begins with a smoking scene in a police station. The first appearance of the hero is with a cigarette. He smokes with a style and appears to be macho because of smoking. “Tum Ho Na” featuring Jackie Shroff also opens with a cigarette scene and so does “Khauff,” “Siskiyan” and “Jo Boley So Nihal,” all opening with the female characters holding cigarette. When only good people smoke: Many times some film makers argue that display of smoking is necessary and often used only to make the bad characters and the villains more significant. This, as we have seen above, is a forceless argument as we can deduct from the above mentioned figures. In 75.5% of the movies showing tobacco, it is the lead characters who consume tobacco in the movies and in 21.4% of these, it is exclusively only the leading characters who smoke and no other character is shown consuming tobacco. Most of the time tobacco has been associated with glamour and style. Examples: In movie “Yahaan,” it’s only the hero and his associates who smoke. They are shown as brave army people. None of the terrorists or negative characters smokes. Every army officer right from the General to the Captain is shown smoking at one time or another. In the movie “Elaan” it is once again only the lead characters who smoke and drink, the villain or any other member of his gang neither smokes nor drinks. Similarly in “Aab Tumareh Hawaley Watan Sathion,” a movie featuring the Indian super star Amitabh Bachachan and the popular hero Akshay Kumar, it’s only the young army officer who smokes and shows bravery while smoking cigarettes. Once again none of the negative character used tobacco. Another popular movie “Dus” also depicted only the hero smoking cigarettes. There are 21
Page 1 and 2: A STUDY ON TOBACCO IN MOVIES AND IM
Page 3 and 4: INTRODUCTION Tobacco in Movies & Im
Page 5 and 6: Tobacco in Movies & Impact on Youth
Page 15 and 16: The Questions and their rationale T
Page 17 and 18: DATA ANALYSIS AND RESEARCH FINDINGS
Page 19: 120 100 80 Number of movies 60 40 2
Page 37 and 38: RECOMMENDATIONS In view of the abov
Page 39 and 40: AUTHORS & INVESTIGATORS Tobacco in
Page 41 and 42: 60. Maine Pyar Kyun Kiya 61. Mangal
Page 43 and 44: 27 McCool JP, Cameron LD, Petrie KJ

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