![]() 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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