Tobacco's presence in American cinema is decreasing

Tobacco was less present in American cinema in 2020 compared to previous years, particularly in films aimed at younger generations, according to a new report from Truth Tobacco, based on a survey of the 71 most popular productions.

The Truth Initiative survey analyzed the 71 blockbuster films of 2020 in the United States. Of these productions, 37 came from the studios of the Motion Picture Association of America.[1] (MPA). The films were classified into three categories: 18 of them as general audience films, or as films suggesting parental guidance, 28 as inappropriate for those under 13, and 25 categorized as requiring the accompaniment of an adult for those under 17.[2].

A Two-Tier Anti-Smoking Commitment in the American Film Industry

In 2003, researchers, policy makers, and prosecutors petitioned the MPA to make it clear that it was necessary to eliminate the younger generation's exposure to smoking on movie screens. All six studios have successively committed to reducing the presence of smoking on screen. Smoking on screen is in itself a behavioral placement, and tends to normalize as much as it aestheticizes smoking. The Center for Disease Control and Prevention (CDC) estimated in 2014 that movies recruit 6.4 million new underage smokers in the United States each year. Furthermore, nearly 90% of those who start smoking because of exposure to screens start smoking before the age of 18. In contrast, non-MPA film studios, which are made up of both small independent players and major studios, have been much more discreet on the subject, even though their cumulative audiences and the number of their productions are comparable to those of the MPA.

On-screen tobacco presence in steady decline

The proportion of films containing smoking scenes is constantly decreasing. Thus, in 2018, while 46% of the films listed contained smoking incidents, this proportion fell to 38%, i.e. eight points less in just two years. While this positive observation can be made, the fact remains that smoking is still present on screen, including in productions likely to be viewed by the youngest. Indeed, 6% of the films identified as being suitable for all audiences continue to depict tobacco consumption, and 32% of the films classified as not recommended for under-13s.

The number of smoking scenes per film is falling sharply

Similarly, the number of smoking incidents per film has also decreased. In 2020, out of 71 films, there were a total of 986 tobacco appearances, or an average of 13.8 smoking appearances per production. In 2019, there were approximately 21 smoking appearances per film, marking a sharp decline. While these appearances still exist in productions deemed not recommended for under-13s, their number per film has fallen sharply: in 2018, there were an average of 20 smoking incidents for this type of production, compared to less than 5 in 2020. Finally, films requiring the accompaniment of an adult continue to be marked by a strong presence of depictions of tobacco consumption. Thus, in 2020, these films had an average of 35 smoking incidents, a level comparable to that of 2018.

Action to be taken in a coordinated manner in the film industry

To the report's authors' surprise, e-cigarette use only makes one appearance in all 71 film productions viewed for the survey. This incidence also occurs in films requiring the accompaniment of an adult. Despite real progress recorded, Truth Initiative stresses the importance of taking action at the level of the film industry, in order to prevent films broadcast from promoting the normalization of smoking and nicotine consumption.

©Tobacco Free Generation

FT

Keywords: Cinema, United States

[1] The MPA is an American interprofessional association representing the interests of the six largest Hollywood studios (Walt Disney Motion Pictures, Paramount Pictures, Sony Pictures Entertainment, Universal City Studios, Warner Brothers Entertainment and Netflix). Based on their content, the MPA proposes a classification of films to note their relevance to certain audiences.

[2] Truth Initiative, Smoking in Movies: 2020, 01/14/2022, (accessed 01/17/2022)

National Committee Against Smoking |