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A project of the Smokefree Movies Action Network Screen Out! A guide to smoking, movies & children’s health THIS PROJECT ENDORSED BY 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

A project of the Smokefree Movies Action Network

Screen Out!

A guide to smoking, movies & children’s health

THIS PROJECT ENDORSED BY

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

what s wrong with smoking

What is the impact of smoking in America?

What’s wrong with smoking?

Still the #1 killer and #1 cause of preventable death.

Tobacco kills 438,000 Americansa year

Linked to 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 is the impact of smoking in movies?

Research design

Children with the highest exposure to smoking in movies are nearly 3 times more likely to start smoking than those with the least exposure

Children and adolescents report high levels of awareness of smoking on-screen

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 significantly reduce kids’ harmful exposure AND smoking initiation

Saving more than one third of these lives each year.

key results

What Screen Out! is setting out to do…

Key results

Rate New Movies with Smoking “R”

Certify No Pay-Offs

Require Strong Anti-Smoking Ads

Stop Identifying Tobacco Brands in Movies

endorsed by

R-rating smoking in future films is endorsed by…

Endorsed by

American Academy of Pediatrics

American Medical Association

World Health Organization

AMA Alliance

American Heart Association

American Lung Association

L.A. County Dept. of Health Services

Campaign for Tobacco-Free Kids…and more

parent results

How can an “R” rating can limit your children’s viewing of tobacco?

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.

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.

four principles

What can we do to make the 4 solutions a reality?

Four principles

Letter Writing Campaigns

Petitions

Endorsements

Media Outlets

studio parents

Who do we target?

Studio “parents”

Through Letter writing we need to target the companies who produce smoking in films

To change the rating to “R” we must copy all of those letters to the Motion Picture Association of America (MPAA).

three execs

These three companies can help save 60,000 lives a year by pressuring the MPAA

Three Execs

MOTION PICTURE ASSOCIATION OF AMERICA (MPAA)

“PARENT” COMPANIES

RATING SYSTEM

slide17

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

endorsed by19

Become a part of the campaign!

Endorsed by

Screen Out! is a national campaign to get smoking out of youth rated films.

To Join the effort:

Officially endorse the campaign

Write letters and petitions

Contact the AMA Alliance national office for events in your area.

all about

Show your parent power!

All about…

“The big secret in life is that there is no big secret. Whatever your goal, you can get there if you're willing to work.”

–Oprah Winfrey

screen out21

Thank You!

Screen Out!

Project

THIS PROJECT ENDORSED BY