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CNS - Six major Holly-wood studios will include anti-smoking announcements on DVD releases of youth-rated films that include scenes with tobacco use, state and entertainment-industry officials said. Paramount Pictures, Sony Pictures Entertainment, Twentieth Century Fox, Universal Pictures, Walt Disney Co. and Warner Bros. have all agreed to include the anti-smoking public service announcements in the opening minutes of DVDs of new films rated G, PG and PG-13 that feature tobacco use.
“By agreeing to include our anti-smoking ads in the opening minutes of DVDs that contain tobacco use, we will reach millions of young movie viewers with a proven anti-smoking message at no expense to taxpayers,” Gov. Arnold Schwarzenegger said.
“This is a great day for the health and welfare of our young people, and it is another example of what you can accomplish when you bring everyone together for the greater good.”
The public service announcements can be seen online at www.TobaccoFreeCA.com. At the end of each 30-second PSA, viewers are directed to the Web site for information on the dangers of smoking and for help in quitting and helping others quit. The PSAs were developed by the state’s Tobacco Control Program, which is operated by the California Department of Public Health.
The Entertainment Industry Foundation will pay for the associated talent costs of the public service announcements. The agreement with the studios runs through 2009.
“The state of California is a great partner, having produced some of the most successful anti-smoking public service announcements,” said Lisa Paulsen, president and chief executive officer of EIF.
“California’s Tobacco Control Program PSAs have helped the state achieve some of the lowest adult and teen smoking rates in the country.
“We’re proud to have played a role in bringing the state and all the studios together.”
Dan Glickman, chairman and chief executive officer of the Motion Picture Association of America, said the agreement emphasizes the studios’ commitment to sending a strong anti-smoking message.
“The decisions by all six major movie studios to put anti-smoking PSAs on their DVDs, coupled with the MPAA’s recent decision to incorporate smoking into the rating system, demonstrate that the industry is committed to informing parents about smoking depictions in films so they can make informed decisions for their children,” Glickman said.