Professional Documents
Culture Documents
By Luis O. Victoria
I recall many years ago that going to the drive-in movies with my parents was
almost a weekend agenda. An agenda that all in my family loved. Those were the times of
the double feature presentation with an intermission showing a short flick or cartoon and
of course many, many commercials. One of those commercials I still remember… the
Marlboro Man. What a thrill… horses galloping across the plains and the river, the
cowboys so gallantly mounting them and of course, the man, the Marlboro Man, the one
lighting up and taking a full smoke to the end of his lungs. What a character… he without
a doubt, represented everything that at that age I wanted to be; adventurous, strong,
Many years have passed since the government banned all cigarette commercials
from television, movies and even billboards. Then it came the smoking ban on airplanes,
public places and so on. It has certainly been a difficult time for the tobacco industry to
promote itself, but how is it still thriving; and advertising? I’m absolutely certain that
such a powerful industry has found many ways to get across these limitations, but
definitely indirect advertising through Hollywood and celebrities is one of them. Any
time Julia Roberts, Sean Penn or John Travolta light up you can only imagine what goes
into a teenager’s mind. I’m sure we can speculate about it a lot but what we can’t deny is
that it definitely causes an impression that can range from acceptance to admiration,
especially when we are talking about role models or heroes. Role models represent an
image of what is acceptable and desirable to most individuals, and when it comes to kids
and teenagers who are defining their character, this image can be very strong in
determining their future way of thinking and behavior. “A Dartmouth University study
indicates that kids are 16 times more likely to smoke if their favorite actor smokes”
(Morgan 1). The American Lung Association believes that celebrities who smoke on and
off films are part of the cause of the rise in teenagers smoking numbers (Rowley 3).
Not everybody shares this point of view. Certainly a number of parents, doctors,
teachers and politicians can have a different way to look at this problem than some actors
in the film industry. For the latter when they hear about banning, regulation, and movie
rating, the word censorship comes to play. Freedom of expression is their ultimate
defense along with the claim that cigarette smoking in acting helps in character building
and depicts real life situations. The critics to this point of view express that it doesn’t
depict reality as in real life because the smoking related illnesses and conditions are
rarely represented in the movies compared to its counterpart; the smoking glamour.
The cigarette industry vehemently denies any hidden agenda with Hollywood and
claims that its marketing campaigns do not target minors. It also claims that for adults,
smoking is a matter of individual choice and the government should not interfere with
personal freedom. Other advocates also point out the fundamental right the cigarette
makers have to advertise its legitimate business. However, in the past 80 years the
marriage between Hollywood and tobacco has been more than obvious; 1 John Wayne,
Humphrey Bogart, Jack Nicholson’s Chinatown, Superman II, James Bond and
specifically Sylvester Stallone’s infamous letters with the cigarette makers, speak for
themselves. A 1983 Stallone’s letter reads “I guarantee that I will use Brown and
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Williamson tobacco products in no less than five feature films. “It is my understanding
that Brown and Williamson will pay a fee of $500,000.”(qtd. in “Hollywood attacks” 1).
‘Titanic’s Leonardo DiCaprio and Kate Winslet’s smoking scenes reached an audience of
75 million ticket buyers in the U.S. and tens of millions more overseas. Based on
comparable TV ad rates alone, it was worth at least $5 million to the tobacco industry’
Hollywood movie has been paid to do so, but evidence has proven that this has occurred
in the past (i.e. Tobacco companies paid $350,000 to place Larks on a James Bond film
and $42,000 to place Marlboro on Superman II) and records show that it might be
happening now; not necessarily in terms of a straight cash deal but by the clout that
tobacco owned top advertiser brands like Kraft, Nabisco or Miller have over ad-hungry
newspapers, magazines and broadcast companies owned by the same conglomerates that
control the big studios (“If Hollywood” 1).2 Recent studies show that in the last 10 years
there have been increases on smoking related scenes compared to the years before.
According to UCSF, 77 percent of the movies made in 1996 had at least one tobacco
related scene compared to half on the ones made between 1990 and 1995 and a mere 29
percent in 1970’s (Rowley 1). ‘A separate Dartmouth University study also shows that
about 87% of the top grossing films from 1988 to 1997 showed tobacco use and that in
20 of those movies identifiable brand names were used by actors’ (“Hollywood smoke”
Reynolds was paying the Hollywood PR firm Rogers and Cowan $12,500 a month to
provide free cigarettes to a slew of film productions as well as an elite list of stars and
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industry leaders’ (Goldstein 1). All of these strongly indicates that the 1989 Big Tobacco
voluntary ban on product placement and pay offs in movies has not been taken seriously.
In 1989 after a series of Congressional hearings the cigarette industry voluntarily agreed
to restrain tobacco product placement and pay-offs in films, it did so again in 1998 after a
multi-state tobacco settlement. ‘According to a U.S. PIRG report after the 1998
agreement, tobacco use in the most popular youth-oriented movies had increased by 50
percent’ (“Tobacco” 1). While nationwide cigarette smoking is decreasing (From 42.2%
The debate is still on and some people are calling for action to take place. Several
groups support including movies with smoking scenes into a special rating to regulate
and limit the impact of indirect advertising in movies among other things.3 Others simply
propose a total ban of cigarette smoking scenes in movies as well as any other type of
It’s certain that freedom of expression is an intricate part of American culture and
an actor’s choice to smoke in a movie is the legitimate exercise of that freedom. It is also
certain that as long as any movie scene represents an honest intent to a real life depiction
or artistic expression can be considered neither unhealthy nor immoral. The response of
any democratic society should never contemplate banning social behavior from the
movies or any kind of artistic expression simply because we do not agree with it or know
it can be harmful to us (lets then ban drugs, alcohol consumption and violence from the
movies). What is questionable here is the manipulation and intention behind glamorizing
smoking scenes to misinform and deceive the vulnerable young minds of our society. The
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Tobacco industry and Hollywood know very well about the risks of cigarette smoking.
They also know it’s a proven fact that smoking kills more than 435,000 Americans per
year, creates dependency and a long list of health related problems. When all of this is
denied and turned into a positive message of “cool” or “sexy” for a personal gain; by
accepting it, we are violating our share of responsibility to ourselves and to the rest of our
society. There is no question that the image of role models smoking in movies,
magazines, and other celebrity events, influence our youth and endorse those who already
smoke. Big tobacco knows this and is taking full advantage of it (3,000 teens are taking
up smoking every day in the U.S.). Hollywood on the other hand, intentionally or not, is
increasingly becoming a silent partner in this renewed old marriage. They both have to
share the responsibility to inform and clarify the truth. The intentional or unintentional
promotion of cigarette smoking in movies calls for common sense to be applied in terms
‘In 1992, Dying of lung cancer, Wayne McLaren, the Marlboro Man, appeared at
Phillip Morris annual shareholders meeting in Richmond, Virginia, and asked the
company to voluntarily limit its advertising. -“We’re certainly sorry to hear about your
medical problem. Without knowing your medical history, I don’t think I can comment any
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Notes
Universal), 20th Century Fox ( News Corp), Columbia (Sony), Touchstone, Hollywood
Pictures and Miramax (all Disney). Phillip Morris CEOs past and present, sit on AOL
cigarette papers and the Tobacco war, proposes the following measures:
“1. Roll an on-screen credit certifying that nobody on the production has accepted
2. Run strong anti-tobacco ads in front of smoking movies. Put them on tapes and
3. Quit identifying tobacco brands- in the background or in action. Brand names are
unnecessary.
4. Rate any smoking movie “R”. While this may identify smoking with maturity, it
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Works Cited
Goldstein, Patrick. “Ad Banned, but Smoking on Screen Isn’t.” Los Angeles Times
WebZ/FSFETCH?fetchtype=fullrecord:next=html/record.ht…
<http//news.bbc.co.uk/2/hi/35301.stm
“Hollywood Smoke Signals.” Editorial. USA Today 3 Feb. 2001. 17 Feb. 2003
<http://www.usatoday.com/news/opinion/2001-03=02-edtwof2.htm
“If Hollywood Studios are doing Big Tobacco’s dirty work for free, shareholders should
<http://www.smokefreemovies.ucsf.edu/pdf/sfm3.nyt.revised.pdf
Morgan, John. “Film puts spotlight on movie smoking.” USA Today 30 April 2001. 17
Hollywood-smoking.htm
Rowley, Christine H. “Kids, smoking and movies.” What you need to know about
aa100697.htm
incharge.org/microsite/pdf/tobacco_in_pg.pdf