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Screen Out!

A project of the Smokefree Movies Action Network. Screen Out!. A parent’s guide to smoking, movies & children’s health. THIS PROJECT ENDORSED BY. What’s it all about?. Alfie (Cigarette). What… this?. Alfie (R). What’s it really all about?. What’s it all about?.

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Screen Out!

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

  2. What’s it all about? Alfie (Cigarette) What… this? Alfie(R)

  3. 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

  4. How many times have your kids seen… Charlie’s Angels… Charlie’s Angels(PG-13)

  5. Chicago… Chicago(PG-13)

  6. Starsky… Starsky & Hutch(PG-13)

  7. Men in Black 2… Men in Black 2(PG-13)

  8. Men in Black 2 (Dog)… Men in Black 2(again)

  9. Mona Lisa Smile… Mona Lisa Smile(PG-13)

  10. Mona Lisa Smile (Winstons)… Mona Lisa Smile(again)

  11. School of Rock… School of Rock(PG-13)

  12. Uptown Girls (American Spirit)… Uptown Girls(PG-13)

  13. X-Men 2… X-Men 2(PG-13)

  14. X-Men 2 (Cigar)… X-Men 2(again)

  15. Alfie (Stunts) I do my own stunts.

  16. 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

  17. 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

  18. When do smokers start? Starting years GRADE 6 GRADE 12 10 11 12 13 14 15 16 17 18 19

  19. Smoking in movies is shifting… Smoking shift (R-rated)… 45% 55% G / PG / PG-13 R-rated [ Smoking exposure in 1999 ]

  20. …from R-rated to kid-rated. Smoking shift (Youth-rated) 45% 55% R-rated G / PG / PG-13 [ Smoking exposure in 2004 ]

  21. Are movies recruiting our kids to smoke? Alfie (Prove it) Okay, prove it…

  22. 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 had seen AND… If they had tried smoking.

  23. 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.

  24. What’s the most powerful thing parents can do? Alfie (Hop) Hop in the back?

  25. Four principles Four principles Stop the problem at the source. Cut kids’ exposure to movie smoking substantially… Permanently… Without censoring films.

  26. 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”

  27. 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.

  28. 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.

  29. 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

  30. 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

  31. 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

  32. 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.

  33. 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.

  34. Hollywood listens to parents! Alfie (best shot) Take your best shot.

  35. Parent-to-“parent” campaign Studio “parents” Three Hollywood studios make 60% of all movies with smoking. Who are their corporate parents?

  36. Parent-to-“parent” Disney Bob Iger, CEO The Disney Company

  37. Parent-to-“parent” Time Warner Richard D. Parsons, CEO Time Warner

  38. Parent-to-“parent” Sony Howard Stringer, CEO Sony Corporation

  39. 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

  40. Copy your letter to the head of the MPAA, too MPAA MOTION PICTURE ASSOCIATION OF AMERICA (MPAA) RATING SYSTEM Dan Glickman, President

  41. 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

  42. 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…

  43. 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

  44. 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

  45. Launch your own campaign Resources Examples of letters… Short article for newsletters and local newspapers… Handouts and print ads… Model press releases… And more!

  46. Show your parent power! All about…

  47. Alfie butts… The End

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