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Tobacco in Youth-Rated Movies

This infographic shows 2012 youth-rated movies included more smoking than the year before. Incidents per movie increased 54%. PG-13 movies that were tobacco-free declined to 52%. Youth-rated movies delivered 14.8 billion tobacco impressions to theater audiences, up 33% from 2011. Performance by movie studio varied. Time Warner had the most incidents per movie at 26.5. Comcast-Universal had the least at 4.3. Time Warner delivered the largest share of tobacco impressions at 38%. Comcast-Universal had the smallest share at 3%. Most movie companies included more tobacco imagery in their 2012 youth-rated movies than in their 2011 movies.


Tobacco Incidents in Top-Grossing Movies, by MPAA Rating, 1991–2012

This graph shows over two decades, the total number of tobacco incidents in movies has fluctuated, ranging from a low of 1,612 incidents in 1998 to a high of 3,962 incidents in 2005. A five year decline to 1,819 incidents reversed in 2010. Youth-rated movies contained 42% of all tobacco incidents in 2012, up from 33% in 2010. 99% of the youth-rated incidents in 2012 were in movies rated PG-13.


In-Theater Tobacco Impressions, by MPAA Rating, 2002–2012

The number of tobacco impressions delivered to domestic theater audiences peaked in 2005 at about 30 billion, then declined by half over the next five years. Since 2010, however, tobacco impressions delivered by PG-13 movies have increased by about 170%. In 2012, impressions delivered by movies of all ratings exceeded 26 billion., the most in seven years.

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