TOBACCO WANTS FILMS TO QUIT IT.Byline: Valerie Kuklenski Staff Writer Philip Morris USA Philip Morris USA is the United States tobacco division of Altria Group, Inc. General information On January 27, 2003, Philip Morris Companies Inc. changed its name to Altria Group, Inc. Even under this new name, Altria continues to own 100% of Philip Morris USA. Monday began running ads in Hollywood trade newspapers to discourage use of its cigarettes in movies. The maker of Marlboro, Parliament and Virginia Slims Virginia Slims cigarette trademark marketed to “independent women.” “You’ve come a long way, baby,” as slogan. [Trademarks: Crowley Trade, 630] See : Feminism brands placed two ads in Daily Variety, Hollywood Reporter and other publications asking filmmakers to avoid using their products. ``Please don't give our cigarette brands a part in any movie,'' one headline reads. ``We do not want our brands or brand imagery depicted de·pict tr.v. de·pict·ed, de·pict·ing, de·picts 1. To represent in a picture or sculpture. 2. To represent in words; describe. See Synonyms at represent. in movies and television shows. We appeal to, and encourage, those in the entertainment industry to eliminate depictions of our brands and brand imagery in their work.'' The second ad shows four smiling boys watching a movie. ``Movies should inspire kids to be heroes. Not smokers,'' is its message. ``You have the power to help prevent youth smoking -- just by losing one little prop.'' Philip Morris, the nation's top cigarette manufacturer, and other tobacco companies have been prohibited pro·hib·it tr.v. pro·hib·it·ed, pro·hib·it·ing, pro·hib·its 1. To forbid by authority: Smoking is prohibited in most theaters. See Synonyms at forbid. 2. since the 1998 tobacco settlement from paying for product placement in movies, TV shows and other performances. The company says since 1990 it has denied all requests for permission to use or display its brands in movies intended for general audiences. Kori Titus Titus, Roman emperor Titus (Titus Flavius Sabinus Vespasianus) (tī`təs), A.D. 39–A.D. 81, Roman emperor (A.D. 79–A.D. 81). , director of Breathe California's ``Thumbs Up, Thumbs Down'' program to review tobacco use in movies, dismissed the ads as ``a good-guy P.R. campaign.'' It's certainly a step in the right direction,'' she said. ``At least they're finally admitting smoking (in movies) has an impact on young people's smoking, which we've been saying for 10 years.'' Titus said she thinks Philip Morris could take a stronger position against against filmmakers or studios who use their branded products. She also questioned the impact of such ads. Breathe California California (kăl'ĭfôr`nyə), most populous state in the United States, located in the Far West; bordered by Oregon (N), Nevada and, across the Colorado River, Arizona (E), Mexico (S), and the Pacific Ocean (W). has run ads in entertainment trades in the past discouraging dis·cour·age tr.v. dis·cour·aged, dis·cour·ag·ing, dis·cour·ag·es 1. To deprive of confidence, hope, or spirit. 2. To hamper by discouraging; deter. 3. use of cigarettes on film, but movies reviewed by ``Thumbs Up, Thumbs Down'' show use of branded cigarettes is on the rise. Valerie Kuklenski, (818) 713-3750 valerie.kuklenski@dailynews.com |
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