Smoking in the Movies Editorial

 After hearing all the hype from my friends, I recently went to see Avatar with high hopes for the 3D experience and futuristic storyline. While the visual effects were entertaining, I was disappointed in the poor example that Sigourney Weaver's character, Dr. Augustine, sets for youth.

Dr. Augustine had the potential to be a role model for young women and teens, but blemishes this image when she smokes a cigarette. Although some of her actions were controversial, Dr. Augustine was portrayed as an independent, strong, and intelligent woman who fought against authority for her values. Instead of empowering young women, her character's choice to smoke contributed to the spread of tobacco related illness and death.

Many people underestimate the influence that smoking in the movies has on youth attitudes towards tobacco. Studies have shown that on-screen smoking is the primary influence on half of all kids who start smoking. This amounts to 390,000 U.S. teens per year that will begin smoking as a result of exposure to tobacco usage in movies. It is concerning to see one of the most profitable youth-rated movies ever produced promote smoking when tobacco is still the number one cause of preventable death in the U.S.

I hope that the money I spent to see Avatar does not contribute to funding new movies containing tobacco industry marketing and causing subsequent public health problems. I encourage Hollywood to consider its influence on youth and envision a healthier future in upcoming films.