FOR THE WEEK OF JUNE 04, 2007

Movie rating change aims at shielding young viewers from smoking scenes

Heavy on-screen tobacco use now could bring an “R” rating for new films, according to the Hollywood watchdog group that decides whether releases are suitable for General audiences, should be flagged for Parental Guidance or limited to viewers older than 17. Moviegoers under 17 can see “R” films only if a parent or guardian tags along.

The Motion Picture Association of America ratings board, which previously considered underage smoking, now also will evaluate smoking by adults. That adds cigarettes, cigars and pipes to factors such as sex, violence and language that determine which of five ratings a film earns. Rating advisories appear on ads, trailers, in theaters and on video packages.

Film raters will consider the extent of tobacco use, whether it glamorizes smoking and the context. Movies set in the past, when smoking was more common, get a break.
Twenty-three percent of high school students smoke, according the surgeon general. That’s slightly above the adult rate of 21 percent, but skeptics say there is no indication that teens start to smoke because they see it depicted in films.

Watchdog says: “The rating system . . . is not intended to change behavior. It is for parents, so they can make informed decisions about what movies they do and don't want their kids to see." -- Seth Oster, executive vice-president. Motion Picture Association of America

Reviewer says: ”One does wonder where this will eventually lead. Do we give an R rating to a film that shows people eating hamburgers, since fatty foods can lead to heart disease? Do we give R ratings to all films showing cars speeding, since speeding can lead to fatal accidents? Can anyone be shown drinking and driving without the film being branded with an R?” – Tom Long, Detroit News film critic

Editorial says: “The rating likely will have little impact on smoking. . . . It seems relatively silly to restrict access to a movie that depicts something anyone — child or adult — can see while walking down any street in the country. . . . The best way to reduce tobacco use among all age groups is through education.” – The Reading (Pa.) Eagle

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