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

Tobacco in Movies & Impact on Youth
Over 90% of all the brand appearances are mainly of two tobacco companies,
Phillips Morris (Marlboro) and ITC (Wills and Gold Flake). Almost all the brand
appearances for Marlboro were in movies which were of big budget and featured
popular stars. Marlboro brand was always placed in the hands of the leading male
or female character. ITC brands were not so prominently placed and were mostly
seen in medium budget movies, like Rog, Zehar, etc. Unlike Marlboro shots, ITC
products were handled even by other characters and visible in the hands of minor
characters too. Certainly Phillips Morris has a long history and experience of
product placement in Hollywood and other International movies 59 this experience
seems to be fully used by the tobacco company.
PART II - FINDING A RELATION WITH
INFLUENCE ON YOUNGSTERS
ASSESSING AND ANALYZING RESPONSES
Importance of tobacco in movies; public response:
It is important to find out that how people perceive tobacco depiction in movies.
Whether they thought it to be important ingredient of expression and also if they
though that by not showing tobacco in movies it might even affect their decision
to watch movies. Since most people are not aware about the research on tobacco
and are even not aware about the exact science of tobacco, except for the fact that
they have an unclear idea that it is somewhat injurious to the health. We asked
more basic questions which all of the respondents could answer and could be
easily interpreted.
Effect of restricting tobacco in movies
Restricting tobacco in movies will not affect either the quality or the decision to watch the movies
Restricting tobacco in
movies will not affect
either the quality or
the decision to watch
the movies
96%
May affect
4%
29