This essay explores the mutually beneficial commercial...

This essay explores the mutually beneficial commercial collaborations between the tobacco companies and major motion picture studios from the late 1920s through the 1940s. Smoking in movies is associated with adolescent and young adult smoking initiation. Public health efforts to eliminate smoking from films accessible to youth have been countered by defenders of the status quo, who associate tobacco imagery in â€Å"classic† movies with artistry and nostalgia. Both the entertainment and tobacco industries recognised the high value of promotion of tobacco through entertainment media. Each company hired aggressive product placement firms to represent its interests in Hollywood. These firms placed products and tobacco signage in positive†¦show more content†¦Product and brand exposure in films is the result of paid product placement, the provision of free products as props, or personal use by actors. Product placement implies a mutually beneficial relationship between the filmmaker and the manufacturer of the product. Initial contact may be made by the filmmaker seeking to reduce costs, increase income, and provide realism or it may be made by product placement firms seeking product exposure for companies they represent. Product placement firms have evolved over the last two decades to broker relationships between filmmakers and corporations. The usual procedure is for the product placement firm to receive scripts in advance of production from filmmakers and review the scripts for the possible use of products they represent. Normally this involves substitu ting a specific brand for a generic brand—that is, instead of â€Å"John meets Mary at a coffeehouse†, John might meet Mary at Curts Coffee. The integrity of the script is maintained, a touch of realism is provided, the filmmaker has an existing location for filming, and Curts Coffee receives extensive free exposure. The film cast and crew may also receive free lattes and muffins and possibly Curts Coffee mugs. The product placement firm receives its fee for making the placement, and everyone connected with making the film wins. While the tobacco industry has routinely denied active involvement inShow MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesE SSAYS ON TWENTIETH-C ENTURY H ISTORY In the series Critical Perspectives on the Past, edited by Susan Porter Benson, Stephen Brier, and Roy Rosenzweig Also in this series: Paula Hamilton and Linda Shopes, eds., Oral History and Public Memories Tiffany Ruby Patterson, Zora Neale Hurston and a History of Southern Life Lisa M. Fine, The Story of Reo Joe: Work, Kin, and Community in Autotown, U.S.A. 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