Hollywood stubs it out, slowly but surely

ON-SCREEN depictions of smoking were fewer in the 137 top-grossing movies of 2010 compared to the year before, continuing a declining trend that now spans five years.

“From 2005 to 2010, the total number of tobacco incidents in top-grossing movies decreased 56.0%, from 4152 to 1825,” US-based researchers reported. 

“The total number of incidents in G or PG movies decreased 93.6%, from 472 to 30, whereas the number in PG-13 movies decreased 65.1%, from 1621 to 565, and the number in R-rated movies decreased 40.5%, from 2059 to 1226.”

The research also noted 15 US states that subsidised top-grossing movies with tobacco incidents spent more on these in 2010 ($288 million) than they budgeted for tobacco control in 2011 ($280 million).

MMWR 2011; 60:909-13