Hollywood Studios Team for Anti-Smoking Campaign

LOS ANGELES, July 14: The
Entertainment Industry Foundation (EIF) has brought together six of Hollywood’s
big-name studios for an anti-smoking public-service announcement that will be
placed on millions of youth-rated DVDs.

Paramount Pictures, Sony
Pictures Entertainment, Twentieth Century Fox, Universal Pictures, The Walt
Disney Company and Warner Bros. will place the anti-smoking spots, produced by
the California Health and Human Services Agency, in the opening minutes of DVDs
with tobacco use that are rated G, PG and PG-13. Following the 30-second clip,
viewers are directed to tobaccofreeca.com for more information on the dangers
of smoking and for help with quitting and helping others quit.

"This is a strong and
responsible step on the part of the entertainment industry that will go a long
way toward countering the influence of tobacco use in films," said Kim
Belshe, the California Health and Human Services secretary. "With this
agreement, we will be able to promote the benefits of living tobacco-free to
millions of viewers at no cost to taxpayers, while encouraging important
conversations between parents and their children about the dangers of
smoking."

"The state of
California is a great partner, having produced some of the most successful
anti-smoking public-service announcements,” said EIF’s president and CEO, Lisa
Paulsen. “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."

—By Kristin
Brzoznowski