Substantiation for Smokefree Movies Ad #113 (July 2016)

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Substantiation for Smokefree Movies Ad #113 (July 2016)

SKYHEAD [Ad series designation]

Smoking in movies: No. 1: The history

HEADLINE

How long has Big Tobacco bought its way on screen?

LEAD

Count the decades. This timeline shows how the tobacco industry has exploited entertainment to sell smoking worldwide.

CROSS-PROMOTION

[GRAPHIC] Cross-promotionof movies and smoking tied Hollywood and Big Tobacco together for a generation.

Tobacco companies ranked among America’s biggest advertisers.

[TABLE]Tobacco ads plugging Hollywood, 1928-1951

[Total=] 298 Hollywood ads for twenty different tobacco campaigns

$218,750: Promotional fees paid by American Tobacco to 42 Hollywood stars in 1937-38 alone (worth $3.7 million today).[*] Stars appeared in ads and smoked on screen. In turn, film studios received valuable national advertising for their contract stars and latest films, paid for by American Tobacco.

SOURCE FOR PRECEDING POINTS: Lum KL, Polansky JR, Jackler RK, Glantz SA. Signed, sealed and delivered: 'Big tobacco' in Hollywood, 1927-1951. Tobacco Control. 2008;17(5):313-323. Available at

Throughout, adjusted dollar values are sourced from US Bureau of Labor Statistics. CPI Inflation Calculator. Available at

[CAPTION: 1937 advertisement with Lombard] Carole Lombardad for Lucky Strike cigarettes and Paramount’s True Confession (1937)

SOURCE: Stanford Research into the Impact of Tobacco Advertising (SRITA). tobacco.stanford.edu/tobacco_web/images/tobacco_ads/for_your_throat/singers/large/singers_02.jpg

[CHART] 75% of Hollywood’s top stars in the 1940s promoted cigarette brands

SOURCE: Lum et al. (2008)

[CAPTION: Detail of Flamingo Road movie poster; Liggett & Myers ad plugging the film, Warner Bros. and Chesterfield brand; and screen captures of Crawford in the film] Joan Crawfordsmokes in poster for Flamingo Road (1949), the cigarette ad plugging the movie, and the movie itself.

SOURCES: Lum et al. (2008) for Crawford’s Chesterfield endorsement while at Warner Bros.; SRITA for Chesterfield ad, available at tobacco.stanford.edu/tobacco_web/images/tobacco_ads/stars/movie_women/large/wstars_042.jpg; movie stills located through Google Images.

MADISON AVENUE

[CAPTION: Screen image of Humphrey Bogart and Jack Benny performing Lucky Strike “integrated commercial”] Humphrey Bogart is slapped around until he sings Lucky Strike’s jingle on a 1953 Jack Benny Program. American Tobacco was the show’s sole sponsor.

SOURCE: BBDO Television Continuity. 25 October 1953. The Jack Benny Television Program #3, revised script “as broadcast.” Available at (pp. 218-253). Video of show is also available, with Benny telling his audience that his sponsor pushed him to “strengthen” the Lucky Strike commercial. Bogart skit begins at 20:40.

[CAPTION] The Flintstones (ABC): Fred and Barney smoked Winston, the sponsor’s brand.

SOURCE: Color animation cell from Winston commercials produced by Hanna-Barbera and aired with The Flintstones, 1960-61. Video compilation of Flintstone’s Winston broadcast commercials available at

TV is the “greatest cigarette vending machine ever devised.” — CBS, Ad Age, 1962

SOURCE: CBS advertisement, cited in: Pollay RW. Exposure of US youth to cigarette television advertising in the 1960s. Tobacco Control. 1994 Jun; 3(2): 130–133. Article available at

26%: A quarter of the audience for tobacco commercials were kids. Children saw 845 a year, while the average teen saw 1,350.

SOURCE: Pollay (1994). Percentage in text; spot count from Table 3 (1963).

[CAPTION: Series star John Cassavetes smoking in a scene from the show] Johnny Staccato (NBC): RJ Reynolds

SOURCE: William Esty Company. Scripts for Salem cigarette commercials featuring Cassavetes, star of a TV series sponsored by the brand on NBC 1959-60. Available at Screen capture from the program located through Google Images.

[CAPTION: Series star Craig Stevens smoking in a scene from the show] Peter Gunn (ABC): RJ Reynolds

SOURCE: RJ Reynolds outlined its sponsorship schedule in a memo to sales personnel in September 1959. The list includes Peter Gunn. Available at Screen capture from the program located through Google Images.

[CAPTION: Series star James Arness in publicity photocarrying tobacco sponsor message at bottom] Gunsmoke (CBS): Liggett & Myers

SOURCE: Gunsmoke was sponsored by L&M brands in the 1950s. Several advertisements with Arness are available at SRITA (tobacco.stanford.edu).

[CAPTION: Series star Richard Chamberlain asDr. Kildare]:Dr. Kildare (NBC): Liggett & Myers. The doctors smoked, too.

SOURCES: Liggett & Myers’ terms for the 1964-65 season of Dr. Kildare are discussed in a letter from NBC to ad agency J. Walter Thompson at

For Drs. Kildare and Gillespie smoking in 1961 episode: Breed W and De Foe JR. Drinking and smoking on television, 1950-1982. J of Pub Health Policy. 1984 5(2); 257-70. Screen capture from Dr. Kildare, Season 1, Episode 7, “The Lonely Ones” (MGM Television).Other medical interns also smoke in the series.

[CAPTION: Series star Steve McQueen in a Philip Morris ad cross-promoting its CBS show and Viceroy brand] Wanted: Dead or Alive (CBS): Brown & Williamson

SOURCES: Three Viceroy TV commercial scripts, “as filmed” by Steve McQueen to run on Wanted: Dead or Alive, are available at fpvv0133 and tyvv0133

Viceroy cigarette print ad located through Google Images.

1971: Tobacco sponsorship ends. Smoking in TV dramas declines 70%

SOURCE: Breed and De Foe (1984), Table 1: Cigarette Acts in Dramas, 1964-70 (n=2.43 per prime time hour) vs. 1971-77 (n=0.70).

The authors remark that, by three criteria measured, the decline in smoking in dramas was “greater following the [1971 broadcast] ad ban” than following the Surgeon General’s 1964 report that smoking causes lung cancer.

PRODUCT PLACEMENT

600: US movies with product placement listed in tobacco company files, from The Group (1965) to The Shawshank Redemption (1994).

SOURCE: Polansky JR, Glantz SA. (2016). Tobacco product placement and its reporting to the Federal Trade Commission. UC San Francisco: Center for Tobacco Control Research and Education. Available at

$4,986,000: How much Big Tobacco spent on Hollywood product placement through 1994—equals $10.8 million today.

SOURCE: Polansky and Glantz (2016), Table 1.

[CAPTION: Details of screen captures showing Lois Lane (Margot Kidder) smoking and Superman (Christopher Reeve) with prop Marlboro truck] 1981 | Lois Lanesmokes and Superman leaps out of a Marlboro truck in Superman II. Philip Morris paid $42,000 ($110k today).

SOURCES: Lois Lane and Superman screen shots located through Google Images. Philip Morris’ agreement with the movie’s producers is available at The fee agreed upon is £20,000 — $42,000 on the date of the agreement, worth $110,000 today.

[CAPTION: Warner Bros. logo] 1986 | 1986 | Warner Bros.offers to place Lucky Strike cigarettes in its “upcoming Madonna film” for $50,000 ($109k today).

SOURCE: 6 October 1986 letter from Warner Bros. to American Tobacco’s ad agency, which passed the offer along to its client the next day. Letters available at The movie, with Madonna and Griffin Dunne, was released in 1987 as Who’s That Girl.

[TABLE with list of film companies] 1965-94 films with tobacco placement

SOURCE: Polansky and Glantz (2016), Appendix. Eight percent of films were listed on more than one tobacco company’s manifest.

48%: Movies on 1965-94 tobacco placement list rated PG/PG-13

SOURCE: Polansky and Glantz (2016), Appendix. Of 600 films identified as engaged for product placement, 286 (47.8%) were rated PG or PG-13.

[CAPTION: Stylized map of Japan] For $350,000, Philip Morris places Lark brand in the James Bond film License to Kill, launching a decade-long ad campaign in Japan with ex-007 stars Roger

Moore, Timothy Dalton and Pierce Brosnan.

SOURCES: Lambert A, Sargent J, Glantz SA, Ling P. How Philip Morris unlocked the Japanese cigarette market: Lessons for global tobacco control. Tobacco Control. 2004 Dec; 13(4): 379–387. Available at

The agreement between Philip Morris’ ad agency and the film’s producers, including a sketch of the cigarette pack used to set off a bomb by radio signal, is available at

$350,000 in 1989 is the equivalent of $678,000 today.

[CHART: Percent of youth-rated films with tobacco, from 65% in 2002 to 38% in 2015] US: Under public pressure, fewer PG/PG-13 films are including tobacco imagery.

SOURCE: TUTD-UCSF database of top-grossing films with and without tobacco imagery, 2002-2015. There were 44% fewer youth-rated films with smoking in 2015 than 2002. Over those years, half (50%) of youth-rated films included tobacco. (

750+: Youth-rated movies with smoking released in the United States, 2011-2015.

SOURCE: TUTD-UCSF database of top-grossing films with and without tobacco imagery, 2002-2015. Over those years, 766 youth-rated films with tobacco were released. Of all the 1,497 films with tobacco, 51 percent were youth-rated. (

2005-11 | India: After tobacco ads are banned, brands are seen in films. New rules bar placement and require anti-tobacco warnings on screen.

SOURCE: World Health Organization. Smoke-free movies: From evidence to action. Third edition, 2015. Geneva. Available at

2011 | China: Public directives discourage scenes with smoking in films and on TV.

SOURCE: WHO (2015)

2011-13 | France: Paid tobacco placement documented in French film productions.

SOURCE: Diethelm P. Direct evidence of tobacco product placement and smoking behavioral placement in French movies. 6 March 2016. Smokefree Movies (online). University of California, San Francisco, Center for Tobacco Control Research and Education. Available at

BLUE CALL-OUTS (Policy and regulatory developments, 1929-2014)

1929: Federal Trade Commission probes tobacco “testimonials”

1942: FTC opens new Hollywood investigation

SOURCE FOR PRECEDING: Lum et al. (2008)

1964: Surgeon General concludes smoking causes lung cancer

SOURCE:

1971: US bars tobacco ads on TV and radio

SOURCE:

1989: Capitol Hill hearing on tobacco product placement

SOURCE: Mekemson C and Glantz SA (2002) How the tobacco industry built its relationship with Hollywood. Tobacco Control 2002;11(Suppl I):i81–i91. Available at

1998: State AGs bar US cigarette firms from placing brands in kid-rated movies

SOURCE:

2004: US Senate hearing on smoking in kid-rated movies

SOURCE:

2007: House committee urges film studios to limit smoking

SOURCE:

2008: Global treaty calls for nations to halt screen smoking

SOURCE: WHO (2015). To learn more about the Framework Convention on Tobacco Control, Article 13, visit:

2012: Surgeon General concludes movies with smoking cause kids to smoke

SOURCE: US Surgeon General. Preventing tobacco use among youth and young adults: A report of the Surgeon General, 2012. Available at

2014: CDC reports movies will recruit 6.2 million kids to smoke in this generation

SOURCE: US CDC. Smoking in the Movies. 6 April 2016. Available at

TEXT

The best-kept secrets are the ones about money. But the tobacco industry’s own files tell the story. Big Tobacco has spent millions of dollars for more than eight decades to promote its addictive products in and around entertainment accessible to kids. Tobacco has killed twenty million Americans since 1964. It’s time to stop movies from addicting and killing even more.

SOURCE: US Surgeon General. The health consequences of smoking—50 years of progress: A report of the Surgeon General (fact sheet). 2014. Available at

TAGLINE

One little letter [R] will save a million lives.

SPONSOR TEXT

Smokefree Movies | smokefreemovies.ucsf.edu

Smoking in movies kills in real life. Smokefree Movie policies—the R-rating, anti-tobacco spots, certification of no payoffs, and an end to brand display—are endorsed by the World Health Organization, American Medical Association, American Academy of Pediatrics, American Heart Association, American Lung Association, Americans for Nonsmokers’ Rights, American Public Health Association, Breathe California, Campaign for Tobacco-Free Kids, Los Angeles County Dept. of Public Health, New York State Dept. of Health, New York State PTA, Truth Initiative, and many others. This ad is sponsored by Smokefree Movies, UCSF School of Medicine, San Francisco, CA 94143.

______

Contact:

Stanton A. Glantz, PhD

Professor of Medicine, University of California, San Francisco

Director, Center for Tobacco Control Research and Education

(415) 476-3893

[*]Throughout, adjusted dollar values are sourced from US Bureau of Labor Statistics CPI Inflation Calculator. Accessible at currency conversions are from Bank of England — Statistical Interactive Database: Interest and Exchange Rates Data. Accessible at