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Screen Out!. A parent’s guide to smoking, movies & children’s health. What’s it all about?. Alfie (Cigarette). What… this?. Alfie (R). What’s it really all about?. What’s it all about?. 87% of R-rated movies show tobacco 75% of PG-13 movies… 40% of G and PG movies…

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screen out

Screen Out!

A parent’s guide to smoking, movies & children’s health

what s it all about

What’s it really all about?

What’s it all about?

87% of R-rated movies show tobacco

75% of PG-13 movies…

40% of G and PG movies…

Most movies your kids see, especially your older kids…

Over and over again

chicago

Chicago…

Chicago(PG-13)

starsky

Starsky…

Starsky & Hutch(PG-13)

men in black 2

Men in Black 2…

Men in Black 2(PG-13)

men in black 2 dog

Men in Black 2 (Dog)…

Men in Black 2(again)

mona lisa smile

Mona Lisa Smile…

Mona Lisa Smile(PG-13)

mona lisa smile winstons

Mona Lisa Smile (Winstons)…

Mona Lisa Smile(again)

school of rock

School of Rock…

School of Rock(PG-13)

x men 2

X-Men 2…

X-Men 2(PG-13)

x men 2 cigar

X-Men 2 (Cigar)…

X-Men 2(again)

alfie stunts

Alfie (Stunts)

I do my own stunts.

what s wrong with smoking

What’s wrong with smoking?

What’s wrong with smoking?

Still the #1 killer

Tobacco kills 438,000 Americansa year

Heart disease, lung disease, cancer

80-90% of smokers start in their teens

youth numbers

How many kids smoke?

Youth numbers

3,900 kids tried their first cigarette today

2,000 others became addicted today

Girls 12-17 are likelier to smoke than boys.

One in 8 middle school students and more than 1 in 4 high school kids use tobacco

Average age at first cigarette: 15

starting years

When do smokers start?

Starting years

GRADE

6

GRADE

12

10 11 12 13 14 15 16 17 18 19

smoking shift r rated

Smoking in movies is shifting…

Smoking shift (R-rated)…

45%

55%

G / PG / PG-13

R-rated

[ Smoking exposure in 1999 ]

smoking shift youth rated

…from R-rated to kid-rated.

Smoking shift (Youth-rated)

45%

55%

R-rated

G / PG / PG-13

[ Smoking exposure in 2004 ]

research design

What researchers did:

Research design

Asked more than 2,000 10-12 year-olds who had never smoked…

About all personal, family and social factors known to predict smoking.

Two years later, asked same kids, now 12-14, what movies they’d seen AND

If they had tried smoking.

key results

Three stunning results

Key results

Kids who saw the most smoking scenes were almost three times more likely to have tried smoking.

Nonsmokers’ kids were almost four times more likely to have tried smoking.

Exposure to movie smoking was a primary cause for 52% of new smokers.

four principles

Four principles

Four principles

Stop the problem at the source.

Cut kids’ exposure to movie smoking substantially…

Permanently…

Without censoring films.

four goals

Four policy goals

Four goals

Producers certify no tobacco pay-offs in closing credits and on file.

Theaters run strong anti-tobacco spots before ANY film with tobacco images.

Directors stop displaying tobacco brands.

Hollywood rates future tobacco scenes “R”

about the r

Is the R-rating censorship?

About the “R”

Movie industry runs the rating system.

Studios routinely shoot for certain ratings.

Filmmakers “tune” sex, violence, language.

Simply adds smoking to the ratings.

policy results

Simple solutions, big results

Policy results

Experts estimate that movies influence 390,000 teens to start smoking each year…

Resulting in a projected 120,000 deaths.

When R-rating clears smoking out of youth-rated movies, it should cut kids’ exposure AND smoking initiation in half…

Saving as many as 60,000 lives a year.

60 000 means

Sixty thousand lives a year…is how many?

60,000 means…

MORE than all U.S. deaths from…

Violent crime… 16,100

HIV/AIDS… 13,700

Drunk driving… 16,700

_________________________

COMBINED 46,500

endorsed by

R-rating smoking in future films is endorsed by…

Endorsed by

American Academy of Pediatrics

American Medical Association

World Health Organization

National PTA

American Heart Association

American Lung Association

L.A. County Dept. of Health Services

Campaign for Tobacco-Free Kids…and more

placement

Everybody asks about product placement

Placement?

Tobacco industry invested millions of dollars to put smoking on screen

Barred by legal agreement in 1998

On-screen smoking only increased after that

parent checklist

Two things you can do NOW

Parent checklist

Limit your kids’ viewing of R-rated movies.

Get smoking out of movies rated G, PG and—most importantly —PG-13.

parent results

Parents can stop both sources

Parent results

Getting tobacco

out of kid-rated

movies will stop

55%

of their exposure.

Limiting your kids’

viewing of R-rated

films will stop

45%

of their exposure.

studio parents

Parent-to-“parent” campaign

Studio “parents”

Three Hollywood studios make 60% of all movies with smoking. Who are their corporate parents?

disney

Parent-to-“parent”

Disney

Bob Iger, CEO

The Disney Company

time warner

Parent-to-“parent”

Time Warner

Richard D. Parsons, CEO

Time Warner

slide38

Parent-to-“parent”

Sony

Howard Stringer, CEO

Sony Corporation

three execs

These three men can help save 60,000 lives a year

Three Execs

MOTION PICTURE ASSOCIATION OF AMERICA (MPAA)

“PARENT” COMPANIES

Bob Iger,

Dick Parsons,

Howard

Stringer

RATING SYSTEM

slide40

Copy your letter to the head of the MPAA, too

MPAA

MOTION PICTURE ASSOCIATION OF AMERICA (MPAA)

RATING SYSTEM

Dan Glickman,

President

theater action

Working as a group? Add a Theater Action!

Theater Action

NATIONAL ASSOCIATION OF THEATRE OWNERS (NATO)

LOCAL

THEATER

THEATER

CHAIN

WRITE ONE LETTER TO A

A LOCAL THEATER, THEN

COPY IT TO THE CHAIN HQ

AND THE THEATERS’ TRADE

ASSOCIATION: NATO.

FOUR

POLICY

GOALS

write now

Write now!

Write now…

Dear Mr. Iger,

I’m a mother of two

young children. And I’m

deeply concerned about what your

company’s movies are teaching them about smoking. The research says that 75% of PG-13 movies show smoking. That’s outrageous. Tell your studios to stop making…

then copy

Then copy!

Then copy…

movies with smoking.

This is your chance to

help save thousands

of lives. Why don’t you do it?

Sincerely…

cc: Mr. Dick Parsons, Time Warner

Mr. Howard Stringer, Sony

Mr. Dan Glickman, MPAA

theater copy

When you write to theaters…

Theater copy…

…tell the studios how upset we are about smoking in kid-rated movies. Rate it “R”!

Sincerely…

cc: Theater Chain CEO

Mr. John Fithian,

National Association

of Theatre Owners

resources

Launch your own campaign

Resources

Examples of letters…

Short article for newsletters and local newspapers…

Handouts and print ads…

Model press releases…

And more!

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