Should Hollywood Take Responsibility For Tobacco Use In Films?

Six major movie studios have agreed to release antismoking public service announcements in movies with tobacco use. The ads contrast the tobacco industry's images of a cowboy, hip-hop DJ, and twenties-era flapper to that of a dying male smoker in a wheelchair.

The state-produced PSA will run before movies with ratings lower than PG-13. The first DVD to feature the PSA will be 21.

"It is historic, the fact that all the studios want to make sure there is appropriate messaging where smoking is depicted," said one of the industry leaders, "It really helps diminish the role of the cigarette in film."