Movies with smoking make less money. Issue 6 (26th September 2011)

• Record Type: Journal Article
• Authors: Glantz, Stanton A; Polansky, Jonathan R
• Is Part Of: Tobacco control. Volume 21:Issue 6(2012)
• Page Start: 569
• Page End: 571
• Publication Date: 2011-09-26
• Subjects: Advocacy -- environmental tobacco smoke -- economics -- environment -- advertising and promotion -- tobacco industry -- qualitative study -- marginalised populations -- industry public relations/media -- industry documents; Tobacco use -- Prevention -- Periodicals; Tobacco use -- Periodicals; Smoking -- Law and legislation -- Periodicals; Smoking -- prevention & control -- Periodicals; Tobacco Use Disorder -- prevention & control -- Periodicals; Tobacco -- Periodicals; Electronic journals; 613.85
• DOI: 10.1136/tobaccocontrol-2011-050023
• Languages: English
• ISSNs: 0964-4563

Abstract

Abstract : Objective: To determine the relationship between presence of smoking in films and total box office receipts. Methods: Regression analysis of box office receipts as a function of film rating, production budget, year of release and presence of smoking for 1232 films released in the USA between 2002 and 2010. Results: R-rated films made, on average, 87% (95% CI 83% to 90%) of what PG-13 films of similar smoking status made and smoking films made 87% (95% CI 79% to 96%) of what comparably rated smoke-free films made. Larger budget films made more money. There was no significant effect of release year or G/PG rating compared with PG-13-rated movies. Conclusions: Because PG-13 films without smoking (median $48.6 million) already make 41% more money at the box office than R-rated movies with smoking (median $34.4 million), implementing an R rating for smoking to remove it from youth-rated films will not conflict with the economic self-interest of producer-distributors.