Public reaction to the portrayal of the tobacco industry in the film the Insider

OBJECTIVESTo assess public perceptions of the tobacco industry and behavioural intentions for tobacco use in response to watching the filmThe Insider.DESIGNSelf administered pre-film survey conducted immediately before viewing and post-film telephone survey conducted within 1–5 weeks of viewing.SETTINGTwo commercial cinemas in Melbourne, Australia.SUBJECTS323 cinema patrons were recruited before screening of target films. 182 watchedThe Insider, 141 watchedErin Brockovich.INTERVENTIONSSubjects watched one of two films:The Insiderwhich featured information about unethical conduct by the tobacco industry and negative information about the health effects of smoking, or the “control” filmErin Brockovichwhich had an analogous plot without anti-tobacco content.MAIN OUTCOME MEASURESPre-film questionnaire: assessed movie viewing habits, demographic characteristics, smoking status, attitudes towards the tobacco industry, intentions for smoking. Post-film questionnaire: assessed same attitudes and intentions plus questions on the film viewed and perceptions of smoking prevalence.RESULTS266 (82%) subjects completed the post-film survey. Attitudes toward the tobacco industry were unfavourable at baseline. Those who sawThe Insiderheld more negative views of business conduct by the tobacco industry than those who sawErin Brockovich, once pre-existing attitudes to the industry were controlled for.The Insideralso appears to have promoted a short term reduction in intentions to smoke.CONCLUSIONSResults of this study suggest that if people were recurrently exposed to anti-tobacco content in movies there is potential for a more substantial and lasting impact on attitudes toward the tobacco industry and smoking.