To calculate the percentage of movies with tobacco incidents, the number of movies with any tobacco incidents was divided by the total number of movies, and the average number of tobacco incidents per movie was calculated for each motion picture company. Consistent with previous reports on this topic ( 3– 5), this analysis is based upon assessments of movies for tobacco use by at least two independent monitors any differences were resolved by a supervisor who independently assessed the movie using the same protocol. top-grossing movies (movies ranking among the top 10 in theatrical gross receipts for at least 1 week), which account for 98% of U.S. Continued efforts could help reduce tobacco incidents in top-grossing movies, particularly in PG-13 biographical dramas, to help prevent youth smoking initiation.īreathe California counts tobacco incidents, defined as the use or implied use of a tobacco product (i.e., cigarettes, cigars, pipes, hookahs, smokeless tobacco products, or electronic cigarettes), in U.S. In 2018, biographical dramas accounted for most tobacco incidents, including 82% of incidents in PG-13 movies 73% of characters who used tobacco in these biographical dramas were fictional. Although the number of PG-13 fictional movies with tobacco incidents declined 40% during 2010–2018, the number of PG-13 biographical dramas with tobacco incidents increased 233%. Tobacco incidents in PG-13 fictional movies declined 57% from 511 in 2010 to an all-time low of 221 in 2018. However, total tobacco incidents increased 57% from 2010 to 2018, with a 120% increase in PG-13 movies. † The percentage of all top-grossing movies with tobacco incidents remained stable from 2010 (45%) to 2018 (46%), including youth-rated movies (31% both years). To assess tobacco-use imagery in top-grossing youth-rated movies (General Audiences, Parental Guidance, and Parents Strongly Cautioned ),* 2010–2018 data from the Breathe California Sacramento Region and University of California-San Francisco’s Onscreen Tobacco Database were analyzed. Youths heavily exposed to onscreen smoking imagery are more likely to begin smoking than are those with minimal exposure ( 1, 2). The Surgeon General has concluded that there is a causal relationship between depictions of smoking in movies and initiation of smoking among young persons ( 1).
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